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Study: ‘Sofa Sunday’ to influence Cyber Monday shoppers

An often-overlooked shopping day is finding its niche amid the highly-anticipated Black Friday weekend.

While holiday retail buzz has primarily revolved around Black Friday and Cyber Monday, “Sofa Sunday” — the day before Cyber Monday —plays an essential role shaping U.S. consumer purchase plans for “the longest shopping day of the year.” In fact, on Sofa Sunday, nearly three-quarters (71%) of respondents will spend time deal-searching — and many will do so from the comfort of their homes, according to a new study from Valassis.

Two-thirds of shoppers will spend the same or more time researching savings on Sofa Sunday than actually shopping on Cyber Monday. Specifically, 45% of shoppers will spend two or more hours researching deals on Sunday. These deal seekers are most likely to do so via their desktop/laptop computers (52%) and mobile phones (36%).

Meanwhile, 58% will complete their Cyber Monday preparation/research by 9 p.m., providing a narrow window for retailers to make an impression before the lucrative online shopping day commences.

“With so much attention focused on Black Friday and Cyber Monday, many retailers may overlook Sofa Sunday – an influential shopping day,” said Curtis Tingle, chief marketing officer, Valassis. “Brands and retailers that develop their holiday media strategies with the full consumer decision journey in mind are more likely to reach shoppers with relevant, timely messages and will ultimately secure a bigger piece of the retail pie during this critical shopping season.”

Clearly, consumers are looking to save big on Cyber Monday this year, as 67% are expecting to save more than $100; 15% are hoping for discounts between $300 - $500; and 12% want more than $500 off their purchases. With consumers’ expectations running high this year, retailers should be pricing products accordingly, while offering competitive discounts to capture and retain their target audiences, the study revealed.

Electronics, clothing/accessories and toys will also be at the top of shoppers’ Sofa Sunday to-do lists and Cyber Monday wish lists. On Sofa Sunday, shoppers plan to spend the most time hunting for consumer electronics (52%), followed by clothing/accessories (45%) and toys (27%). Home décor was next (23%), followed by health & beauty products (16%) and pet supplies (12%).

Mobile optimization is key for retailers this holiday season. Nearly two-thirds (63%) of shoppers are planning to use their mobile devices to search for deals on Sofa Sunday while at home, at work or on-the-go.

Come Cyber Monday, a whopping 60% of respondents are planning to visit Amazon’s website first to begin their Cyber Monday shopping research.
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