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NRF: 122 million Americans plan to shop online on Cyber Monday, up from 121 million who planned to participate last year

WASHINGTON, 2016-Nov-28 — /EPR Retail News/ — Early season online deals captured consumers’ attention this year, allowing many to shop online ahead of Cyber Monday. According to the National Retail Federation’s Cyber Monday Expectations Survey conducted by Prosper Insights & Analytics over the weekend, 122 million Americans plan to shop online on Cyber Monday, up from the 121 million who planned to participate last year.

“On Cyber Monday, retailers deliver online discounts unlike any other day of the year—driving consumers to shop online no matter where they are or what device they’re shopping from,” NRF President and CEO Matthew Shay said. “Millions of consumers shopped over Thanksgiving weekend and reserved a portion of their budgets exclusively for Cyber Monday, knowing that there will be digital deals that are too good to pass up.”

More than 28 million people, or 23 percent of Cyber Monday shoppers, plan to shop for Cyber Monday deals from their mobile device this year, about even with last year’s 29.6 million. More than eight in 10— 98.6 million people, will use their computers at home to shop on Monday, while 11.2 million will shop from their computers at work.

On Cyber Monday, retailers offer deals around the clock and consumers know to check-in with their favorite retailers early and often to find the deals they’re looking for. Early morning remains the busiest time for online shopping—38.9 percent of those shopping on Cyber Monday will shop first thing in the morning, while 33.9 percent will shop late in the morning, 16 percent will shop over lunch and 31 percent will shop in the early afternoon.

“Shopping online is more convenient than ever before—while travelling, emailing or relaxing at home, we’re seeing consumers of all ages researching and shopping for online deals,” said Prosper’s Principal Analyst Pam Goodfellow. “Cyber Monday deals have become something that smart shoppers rely on, and this year is no different. Consumers wake up early ready to shop at their favorite retailers for the items they’ve had their eye on all season.”

Press interested in video clips on the holiday survey can download an interview with Ana Serafin Smith, NRF Senior Director for Media Relations. Download mp4

Retailers Participating in Deals of the Hour on Cyber Monday, which features holiday promotions and special savings from hundreds of retail companies, was created by retailers as a one-stop shop for consumers looking for the best Cyber Monday promotions. In addition to hundreds of special offers, some exclusive to, the site will feature a Deal of the Hour every hour. Retailers participating in the Cyber Monday Deal of the Hour include Best Buy, Home Depot and Neiman Marcus. Consumers can expect to see free shipping deals, dollars off and free gifts with purchase.

About the Survey
The survey, conducted November 25-26 by Prosper Insights & Analytics for NRF, polled 4,330 consumers and has a margin of error of plus or minus 1.5 percent.

Prosper Insights and Analytics delivers executives timely, consumer-centric insights from multiple sources. As a comprehensive resource of information, Prosper represents the voice of the consumer and provides knowledge to marketers regarding consumer views on the economy, personal finance, retail, lifestyle, media and domestic and world issues.

NRF is the world’s largest retail trade association, representing discount and department stores, home goods and specialty stores, Main Street merchants, grocers, wholesalers, chain restaurants and Internet retailers from the United States and more than 45 countries. Retail is the nation’s largest private sector employer, supporting one in four U.S. jobs – 42 million working Americans. Contributing $2.6 trillion to annual GDP, retail is a daily barometer for the nation’s economy.


Treacy Reynolds
(855) NRF-Press

Source: NRF

EPR Retail News