Cyber Monday
Cyber Monday is a major e-commerce event in the United States, occurring on the Monday following Thanksgiving Day, typically in late November, and characterized by peak online retail sales as consumers capitalize on promotional deals to kick off holiday shopping.[1] The term was coined in 2005 by the National Retail Federation (NRF) after analysts observed a significant surge in online shopping activity on this day, driven by workers returning to offices with high-speed internet access after the Thanksgiving weekend.[1] This event emerged during the early growth of online retail in the mid-2000s, complementing in-store Black Friday sales by encouraging digital purchases to avoid crowds and leverage exclusive web discounts.[1] Over the years, Cyber Monday has evolved into one of the largest single-day shopping occasions in the United States, with retailers like Amazon, Walmart, and Target offering deep discounts on electronics, apparel, and home goods to attract tech-savvy buyers.[1] Its importance lies in boosting e-commerce revenue during the critical holiday period, influencing broader retail strategies and consumer behavior toward omnichannel shopping.[2] In terms of economic impact, Cyber Monday has consistently set records for online spending; for instance, in 2024, U.S. consumers spent a record $13.3 billion online, marking a 7.3% increase from the previous year and surpassing initial projections.[3] According to NRF surveys, approximately 64.4 million Americans shopped online on Cyber Monday 2024, part of a broader five-day holiday weekend that drew 197 million shoppers overall.[2] This growth reflects the shift to digital commerce, with mobile devices accounting for over half of traffic and sales, underscoring Cyber Monday's role in driving the e-commerce sector's expansion.[3]Overview
Definition and Timing
Cyber Monday is a marketing term designating the Monday immediately following Thanksgiving Day in the United States, recognized as a peak day for e-commerce transactions driven by promotional discounts across online retailers.[1] This event highlights a surge in digital shopping activity, primarily targeting consumers who prefer online purchases over physical store visits, often from workplaces or homes during the post-holiday weekend.[4] It forms part of the broader U.S. holiday shopping season but emphasizes virtual deals rather than in-store experiences.[5] The timing of Cyber Monday is fixed as the first Monday after Thanksgiving, which falls on the fourth Thursday of November, placing the event typically in late November.[6] Recent examples include November 27, 2023; December 2, 2024; and December 1, 2025.[7] This consistent scheduling allows retailers to plan targeted online promotions, aligning with patterns of consumer behavior returning to routines after the Thanksgiving break.[8] The concept originated from observed increases in online traffic and sales beginning in the early 2000s, with the formal name "Cyber Monday" introduced in 2005 by Shop.org, a division of the National Retail Federation, through a press release aimed at boosting e-commerce enthusiasm.[5] This naming built on data showing recurring post-Thanksgiving online spikes, initially attributed to shoppers browsing deals during work hours on Mondays.[1]Relation to Black Friday and Holiday Shopping
Black Friday, observed the day after Thanksgiving, traditionally focuses on in-store shopping with deep discounts drawing crowds to physical retail locations across the United States.[9] This event sets the stage for Cyber Monday, which emerged as its online counterpart, targeting office workers who return to their desks the following Monday and capitalize on high-speed internet access to browse and purchase deals from home or work computers.[1] The term "Cyber Monday" was coined in 2005 by the National Retail Federation's Shop.org division, based on observed patterns of increased online traffic post-Thanksgiving, effectively extending Black Friday's promotional momentum into the digital realm.[10] Over time, Black Friday and Cyber Monday have evolved into a cohesive "Cyber Week" or extended weekend shopping period, spanning from Thanksgiving through the following Monday, blending in-store and online experiences to maximize consumer engagement.[11] Retailers now coordinate promotions across both days, with many offering overlapping deals that encourage multichannel shopping, such as buy-online-pickup-in-store options, to capture shoppers throughout the long weekend.[12] This unified approach has transformed the events from isolated sales days into a broader holiday kickoff, where in 2024 about 65% of Black Friday participants prioritized physical stores while Cyber Monday drew primarily online traffic.[9] The combined period significantly influences overall U.S. holiday sales by accelerating online purchases that often carry into December, accounting for a substantial share of the season's e-commerce total.[13] For instance, Cyber Week online sales reached $34.4 billion in 2020, $41.1 billion in 2024, and are forecasted to hit $43.7 billion in 2025, representing around 17% of the entire holiday online spend from November to December.[11][3][13] These figures underscore Cyber Monday's role in boosting early-season momentum, with online transactions during the extended weekend often setting records and driving sustained retail activity through the holidays.[14]History
Origin in the United States
In the early 2000s, the National Retail Federation (NRF) began observing a consistent pattern of increased online shopping activity on the Monday following Thanksgiving, as consumers returned to work with access to high-speed internet and sought deals without the crowds of Black Friday.[1] This spike was attributed to office workers browsing e-commerce sites during downtime, marking an early shift toward digital holiday purchases amid the growing popularity of broadband.[8] Prior to the formal naming of the event, informal online promotions emerged sporadically from 2000 to 2004, with retailers offering post-Thanksgiving discounts on websites to capitalize on emerging e-commerce trends, though these lacked a unified branding or widespread coordination.[5] The NRF's data from this period highlighted the potential, showing that 77% of online retailers reported substantial sales increases on that specific Monday in 2004 compared to other days.[8] The term "Cyber Monday" was coined by Ellen Davis, then senior vice president of research and strategic initiatives at Shop.org (a division of the NRF), and first appeared in a Shop.org press release on November 28, 2005, just before the holiday weekend.[1] This naming was directly based on the 2004 traffic patterns, aiming to promote the day as a key e-commerce opportunity; that inaugural Cyber Monday in 2005 generated nearly $500 million in online sales, a 26% increase from the previous year.[8] The press release received immediate media attention, with outlets like The New York Times covering the surge in internet retail activity.[10] Retailer adoption followed swiftly, as major players recognized the marketing potential; Amazon launched dedicated Cyber Monday deals in 2005, featuring discounts on electronics and books to drive traffic, while Best Buy introduced similar online promotions in 2005 and expanded them in 2006 with targeted offers on computers and gadgets.[15] This early embrace by leading e-tailers helped solidify the day's role in U.S. holiday shopping traditions.[5]Global Expansion and Key Milestones
Following its establishment in the United States, Cyber Monday experienced rapid growth that extended its reach internationally. In 2009, U.S. online sales reached $887 million, surging to over $1 billion in 2010—the first time the event achieved this milestone and sparking interest among global retailers seeking to capitalize on the burgeoning e-commerce trend.[16][17] This momentum facilitated the event's expansion beyond the U.S. starting in the 2010s, with Cyber Monday beginning to gain recognition in markets like the United Kingdom as early as 2009, driven by retailers such as Amazon offering promotions.[18] By 2015, reports indicated notable increases in international website traffic during the event, with European Black Friday and Cyber Monday periods showing heightened engagement as retailers adapted the model locally.[19] Key milestones underscored this evolution. In 2012, U.S. Cyber Monday online sales surpassed $1.2 billion for the first time, totaling $1.46 billion and solidifying the day as a cornerstone of holiday e-commerce.[20] The COVID-19 pandemic accelerated adoption worldwide in 2020, boosting U.S. sales to a record $10.8 billion amid heightened reliance on online shopping, with the trend continuing into 2021 when sales hit $10.7 billion despite a slight year-over-year dip.[21][22] In the 2020s, Cyber Monday has integrated advanced technologies to further its global footprint. Sales estimates for 2024 exceeded $13 billion in the U.S., reflecting sustained international participation, while AI-driven personalization emerged as a pivotal trend, enabling tailored recommendations that contributed to $60 billion in Cyber Week revenue through enhanced user experiences.[3][23]Marketing and Promotions
Retail Strategies and Tactics
Retailers employ a variety of e-commerce-focused promotional tactics during Cyber Monday to capitalize on high online traffic and drive conversions. Common strategies include flash sales, which offer time-limited discounts to create urgency, often lasting one to two hours and featuring deep reductions on select items such as electronics.[4][24] Exclusive online discounts are prevalent, with electronics frequently seeing reductions of 30% or more off listed prices, alongside free shipping thresholds that waive delivery fees for orders above a certain amount, such as $35 or $50, to encourage larger purchases.[25][26] Bundle deals further enhance value by combining complementary products at reduced rates, such as pairing gadgets with accessories for overall savings.[27] Digital marketing channels play a central role in promoting these offers, with email campaigns delivering personalized alerts about flash sales and exclusive deals directly to subscribers' inboxes. Targeted advertising on platforms like Google Ads and Facebook enables retailers to reach specific demographics based on browsing history and interests, while retargeting ads remind potential customers of abandoned carts or viewed items with tailored Cyber Monday promotions.[28][29][30] Personalization through data analytics has become a cornerstone of Cyber Monday tactics, leveraging customer data to deliver relevant recommendations and enhance the shopping experience. Recommendation engines, which suggest products based on past behavior and preferences, saw widespread adoption in e-commerce by the mid-2010s, allowing retailers to display customized deals during peak events like Cyber Monday.[31][32] Specific implementations include Walmart's mobile app, which integrates features for browsing Cyber Monday deals and supports quick checkouts via Walmart Pay, a mobile payment system launched in 2015 that links credit cards and other payment methods for seamless transactions.[33][34]Advertising Evolution
In the early 2000s, Cyber Monday advertising primarily relied on basic digital channels such as email blasts and banner advertisements, which were the dominant methods for promoting e-commerce deals at the time. These efforts were often simplistic, with text-heavy emails focusing on promotional content without advanced personalization or design elements. The term "Cyber Monday" itself was popularized through a targeted campaign launched in November 2005 by Shop.org, the digital arm of the National Retail Federation, via a press release aimed at encouraging post-Thanksgiving online shopping among office workers.[5][35][36] During the 2010s, advertising for Cyber Monday shifted toward emerging social media platforms, marking a transition from static web-based promotions to more interactive and visual formats. Platforms like Twitter (launched in 2006) and Instagram (2010) became key channels, with brands leveraging short-form posts, influencer endorsements, and early video content on YouTube to drive engagement and traffic. This era saw social media evolve from supplementary tools to central hubs for real-time deal sharing, as businesses recognized the platforms' potential for viral reach among younger demographics.[37][38][39] In the 2020s, Cyber Monday advertising has emphasized sophisticated digital strategies, including extensive influencer partnerships, TikTok challenges, and programmatic advertising to optimize targeting and scale. Influencers and social media creators influenced 52% of 18- to 29-year-olds' purchases during the 2024 event, contributing to approximately 20% of total revenue through affiliate and sponsored content. TikTok has emerged as a powerhouse, with brands using short-video challenges and in-app shopping integrations, while programmatic tools on platforms like TikTok and Amazon have expanded creator ad reach by automating placements across networks. Additionally, from 2023 to 2025, there has been a growing focus on sustainability claims in advertisements, with retailers highlighting eco-friendly products, reduced packaging, and carbon-neutral options to appeal to environmentally conscious consumers amid rising demands for green practices. As of November 2025, advertising spending on Cyber Monday has surpassed that of Black Friday for the second consecutive year, reflecting a shift in retailer priorities toward online promotions, while AI-driven tools are increasingly integrated for hyper-personalized targeting and chat-based shopping assistance.[40][41][42][43][44][45]Economic Impact
Sales Data and Trends
Cyber Monday online sales in the United States have shown significant growth since its inception, with data primarily tracked by Adobe Analytics, which monitors transactions from the top 100 U.S. online retailers representing over 80% of the e-commerce market. In its early years, sales were modest; for instance, Comscore reported $608 million in online spending on Cyber Monday 2006, marking a 26% increase from the previous year. By 2015, Adobe Analytics recorded $3.07 billion in sales, a 16% year-over-year rise driven by increasing internet penetration and promotional tactics. The event reached $10.7 billion in 2021, though this represented a slight 1.4% decline from 2020 due to shifting consumer habits post-pandemic peak. In 2024, sales hit a record $13.3 billion, up 7.3% from 2023's $12.4 billion. Adobe Analytics projects Cyber Monday 2025 sales to exceed $14 billion, with a forecasted peak of $14.2 billion (a 6.3% increase from 2024) based on anticipated 5.3% overall holiday e-commerce growth.[46][47][48][3][49] The following table summarizes key annual U.S. Cyber Monday online sales figures from Adobe Analytics, highlighting the progression and year-over-year (YoY) growth:| Year | Sales (in billions USD) | YoY Growth |
|---|---|---|
| 2015 | 3.07 | +16.0% |
| 2019 | 9.40 | +19.0% |
| 2020 | 10.80 | +14.9% |
| 2021 | 10.70 | -1.4% |
| 2022 | 11.30 | +5.8% |
| 2023 | 12.40 | +9.6% |
| 2024 | 13.30 | +7.3% |