Black Friday, Small Business Saturday and Cyber Monday all get their share of holiday retail buzz, but new research from Valassis shows that “Sofa Sunday” also plays an essential role in shaping U.S. consumer purchase plans.
The day revolves around consumers searching for deals from the comfort of their homes on the Sunday before Cyber Monday.Among survey respondents, 71% said they will spend Sofa Sunday hunting for the best possible deals to shop on Cyber Monday. Furthermore, two-thirds of shoppers will spend the same or more time researching for savings than shopping on Cyber Monday. The survey collected feedback from 500+ Cyber Monday shoppers.
These responses indicate that e-Commerce retailers should think of Sofa Sunday as the perfect day to promote Cyber Monday sales and get their brand in front of consumers.
“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 for Valassis in a statement. “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.”
Additional survey findings include:
- 45% of shoppers will spend two or more hours researching deals on Sofa Sunday;
- Consumers who deal hunt are most likely to do so from the comfort of their homes via their desktop/laptop computers (52%) and mobile phones (36%); and
- 58% will complete their Cyber Monday preparation/research by 9 p.m.