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Monday, November 26, 2021

It’s as made-up as a holiday can get:

So what’s up with this Cyber Monday idea? A little bit of reality and a whole lot of savvy marketing. It turns out that Shop.org, an association for retailers that sell online, dreamed up the term just days before putting out a Nov. 21 press release touting Cyber Monday as “one of the biggest online shopping days of the year.”

The idea was born when a few people at the organization were brainstorming about how to promote online shopping, says Shop.org Executive Director Scott Silverman. They quickly discarded suggestions such as Black Monday (too much like Black Friday), Blue Monday (not very cheery), and Green Monday (too environmentalist), and settled on Cyber Monday. “It’s not the biggest day,” Silverman concedes. “But it was an opportunity to create some consumer excitement.”

But now, the joke is on all of us, as enough buzz germinated over the past two years to make Cyber Monday all too real:

“When something’s pushed down your throat continuously and the Internet becomes more part of your life, the customs of the Internet become more part of your life,” [Ice.com Marketing EVP Pinny] Gniwisch said. “So they finally got a holiday for the Internet.”

I still think the underlying premise — that loads of people are e-shopping from the office because of faster connections than their home computers — is bullshit. In fact, most broadband households probably have faster Internet hookups than business endusers, both because of more optimized equipment and dedicated connections. And really, “cyber”? That qualifier reeks of InterWeb circa 1997.

Even with that debunkage, it’s not surprising that Cyber Monday would become embraced into reality. Another excuse for buying trinkets, with free shipping thrown in? Nothing more American than that.

by Costa Tsiokos, Mon 11/26/2007 11:31:48 PM
Category: Advert./Mktg., Business, Internet
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4 Feedbacks »
  1. While cyber’s outdated as a term, almost every site I’ve ever worked on is busier during businesss hours. While I might put the speed thing to the test, the fact is most are chained to a desk during the day and still surf more at work than at home, no matter what the connection. Having the sale day the first biz day after Thanksgiving makes a lot of sense, they just need to rename the thing.

    Comment by David — 11/28/2007 @ 02:45:12 PM

  2. When you say “busier”, do you mean just visitor/pageview traffic? No question people surf a ton while at work, but I’m wondering how many take the next step and actually login to buy something off eBay, Amazon, etc. off their office computer, risking employer detection. Undoubtedly, a fair percentage do, and that adds to the Cyber Monday effect.

    My gut is that it’s fairly “safe” to just surf while on company time, whereas actively buying stuff on the corporate bandwith is a no-no. I’m probably swimming against the tide on that one.

    And let me drop a tracking tool that sheds a little light on holiday-time online shopping, Cyber Monday and beyond: The Chase Paymentech Pulse Index. Disclosure: I’m contributing some work toward the compilation of this Index.

    Comment by CT — 11/28/2007 @ 07:47:17 PM

  3. The last few years, no matter which office I’m in, it seems no one has a problem purchasing anything on company time.

    Comment by David — 11/29/2007 @ 01:52:03 PM


    First there was Black Friday, signifying the start of concentrated consumerism to start the year-ending holiday season.
    With the birth of ecommerce came Cyber Monday, which despite its dubious pedigree has now become more or less bona fide as a Web sh…

    Trackback by Population Statistic — 12/09/2021 @ 09:36:41 PM

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