Walmart, Target in Cyber Monday shift
First it was Black Friday encroaching on Thanksgiving. Now, Cyber Monday is bleeding into Sunday night with Walmart and Target employing new promotional strategies.
For the first time ever, Walmart said its Cyber Monday promotions would become available to shoppers Sunday evening, Nov. 29 at 8 p.m. ET. The change is aimed at providing a simpler and more convenient experience for customers who are searching the Web on Sunday night and often waiting up past midnight to do their shopping, according to the retailer. Meanwhile, Target said it is going “all in” for Cyber Monday and Cyber Week and for the first time ever plans a 15% sitewide discount on Nov. 30.
“It can be exhausting for working parents and millennials to stay up past midnight to shop online, only to wake up early the next day to get ready for work,” said Fernando Madeira, president and CEO of Walmart.com. “By starting Cyber Monday hours earlier on Sunday evening and quadrupling the number of Cyber Monday specials, we’re making it easier for customers to get ahead of the busiest online shopping day of the year and save on the best gifts.”
The retailer also plans to release as second wave of promotions on Monday night that it is calling “Evening Edition,” in response to a sharp increase in visits to Walmart.com after people get home from work. Then throughout the week an additional 2,000 promotionally priced products will be featured each day on Walmart.com through Friday, Dec. 4.
Target is employing a different tactic and introducing a new sitewide 15% discount in addition to featuring 75 digital doorbusters on Cyber Monday and others promotions throughout the week. The retailer is touting the fact that the 15% discount is stackable on top of other discounts and then holders of the Target REDcard also receive an additional 5% discount.
“We’re making Target.com a not-to-be-missed destination for deal-seekers on Cyber Monday and throughout Cyber Week,” said Jason Goldberger, president of Target.com and mobile. “We’re confident holiday shoppers who are looking to quickly and conveniently check items off their lists won’t want to miss Target’s deep discounts as well as free shipping and returns on Target.com.”
Beginning Sunday, Nov. 29, Target said customers can visit its Web site to view a selection of week-long Cyber Week deals and department-wide promotions in areas including toys and baby, in addition to discounts on top gifting items across electronics, home, apparel and more.
Although the issue of slow home Internet speeds that gave rise to Cyber Monday no longer exist, the Monday after Thanksgiving has been established in the minds of consumers as a day to expect heightened promotional activity from retailers. However, much like Black Friday, the traditional demarcations have become blurred. Many retailers now tout Black Friday promotions throughout November and the same thing has happened with Cyber Monday bleeding into Sunday and evolving into Cyber Week.