In the vast majority of my project work, four themes emerge in the mid-November to mid-December timeframe.
- The most loyal customers tend to shop online in the three days before Thanksgiving.
- Cyber Monday buyers are not any more/less loyal than other customers who purchase on surrounding days (this is a good thing).
- Cyber Monday orders tend to be obtained at larger discounts and therefore, generate less profit.
- There is evidence that customers are being trained to delay purchases until Cyber Monday, and as a result, larger Cyber Monday discounts yield less profit for companies employing them.
Your mileage will vary, of course.
But you measure the four themes above, right?