Cyber Monday Kicks Off Christmas Countdown
THE countdown to Christmas – and the festive shopping season – officially begins today, as online retailers are set to
experience their busiest day of the year. Known as Cyber Monday, the annual event occurs four weeks before Christmas and traditionally sees global surges in demand for fashion products and luxury gifts. Originating in the US, the internet’s answer to Black Friday is now a worldwide phenomenon and many British e-tailers see their sales rocket each year.
“Cyber Monday is always a key date in the e-commerce calendar, triggering the first spike in pre-Christmas sales,” Joanna
Stephenson, trading director at my-wardrobe.com, told us. “We predict this year will be significantly up on last year, driven by consumers shopping through mobile and tablet devices.”
Stephenson also revealed that timing is everything, with the biggest spikes in last year’s UK sales occurring at 9:30am and 1:30pm, as customers ordered gifts before work and during their lunch hour.
“Last year’s key buys were clutch bags, dresses and accessories,” she added. “We predict to see sales driven by these categories again as shoppers start their Christmas and party-wear shopping.”
Many websites, including my-wardrobe.com, have been offering promotions across the weekend, with sales at Harrods, Selfridges, Kurt Geiger and Marks and Spencer kick-starting the peak Christmas selling period.
New e-tailers are also likely to benefit from today’s boom, as higher search rates drive online traffic across the entire industry. Companies that bridge between online and physical shops are also expecting the effects of Cyber Monday to last beyond the day itself, as many consumers research on the internet before buying in-store.
“I think that Cyber Monday is great for raising awareness of different sites and different retail opportunities, allowing people to find fantastic new things from stores beyond their existing favourites,” Harriet Quick, editorial director of new luxury e-tail concept, Luxup, told us.
In Luxup‘s case, Quick explained, a boost in online sales would also directly drive footfall in physical stores, such as Liberty, Paul Smith and Belstaff in London. “Gift-giving shopping habits differ so much depending on how much time you have. The Luxup offer is quite individual because it’s about buying exclusive products online and then going and enjoying an experience in-store.”
This story was originally published on Vogue.co.uk