Should Cyber Monday be called Mobile Monday?
If marketers know anything, it’s that names matter. It may be time to consider changing the names of Black Friday and Cyber Monday to better reflect modern consumers’ shopping preferences.
My young son recently asked me, in a scared voice, “What is Black Friday?” His tone implied that he expected it be something like Friday the 13th or Halloween — only worse.
A rose by any other name…
Rather than go into the needless details about retailers’ profit lines changing from red to black (especially as my son’s perspective would have been, “Who uses ink now, anyways?”) I simply explained to him that it was a big shopping day. But it got me thinking about the quirky fact that Black Friday’s name is lost on today’s young people.
Cyber Monday was essentially the way that early Internet marketers said “Me too!” to holiday shopping sales back in the 1990s. Perhaps that is also due for a name change, especially in light of the latest figures on this week’s bonanza of shopping both online and offline.
This year, Cyber Monday shopping shot up 17.8 percent from last year, and customers were more likely to make purchases on mobile devices. Mobile traffic numbers rose to nearly match those of desktop users this Cyber Monday; according to the latest reports, mobile accounted for 47.9 percent of all online traffic, which marks an increase of 16.3 percent over last year.
The number of sales conducted on mobile devices was also very strong. In fact, 27.6 percent of all online sales came from mobile devices, an increase of 25.7 percent from last year. Smartphones were also customers’ mobile device of choice: They accounted for 36.8 percent of all online traffic, more than three times that of tablets, according to IBM Watson Trend Hub.
Even those statistics don’t truly reveal the significant role that mobile devices play on these big shopping days, because consumers constantly use mobile in ways that can’t be quantified. Mobile helps buyers plan their shopping day, share and compare prices online, find discounts and, with increasing frequency, opt-in to location awareness services. These, in turn, provide location insights and other data to retailers, which can be used to treat customers with personalized offers and shopping experiences.
We are at a tipping point. The numbers don’t lie: Mobile is clearly the key player in the holiday shopping experience. So, who can we reach out to about changing “Cyber Monday” to “Mobile Monday”? While we are at it, we should change the name “Black Friday” to something a bit more upbeat — something that won’t scare the kids. Any suggestions?