Valassis Survey: ‘Sofa Sunday’ Key Day to Influence Cyber Monday Shoppers

Published Thursday, Nov 9, 2017

Valassis Survey: ‘Sofa Sunday’ Key Day to Influence Cyber Monday Shoppers

67 Percent of Consumers Expect More Than $100 in Cyber Monday Savings This Year

LIVONIA, Mich., Nov. 9, 2017: Valassis, a leader in intelligent media delivery, today announced results from its new survey on how consumers deal hunt, prepare and plan on “Sofa Sunday,” the day before Cyber Monday.

Feedback from over 500 U.S. Cyber Monday shoppers reveals that nearly three-quarters (71 percent) of respondents will spend time deal-searching on Sofa Sunday, many of whom will do so from the comfort of their homes. Additionally, two-thirds of shoppers will spend the same or more time researching savings on Sofa Sunday than actually shopping on Cyber Monday.

While holiday retail buzz has primarily revolved around Black Friday and Cyber Monday, Sofa Sunday plays an essential role shaping U.S. consumer purchase plans for the largest online shopping day of the year. With the vast majority of Cyber Monday shoppers researching and comparing products across multiple retail websites on Sofa Sunday, this is a crucial time for brands to get in front of consumers, ensuring they’re in the consideration set during purchase planning.

“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, Valassis. “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.”

Key survey findings include:

  • Shoppers research extensively and plan their Cyber Monday shopping on Sofa Sunday:
    • 45 percent of shoppers will spend two or more hours researching deals on Sunday;
    • Consumers who deal hunt are most likely to do so from the comfort of their homes via their desktop/laptop computers (52 percent) and mobile phones (36 percent); and
    • 58 percent will complete their Cyber Monday preparation/research by 9 p.m., providing a narrow window for retailers to make an impression before the lucrative online shopping day commences.
  • Consumers are looking to save big on Cyber Monday this year:
    • 67 percent are expecting to save more than $100;
    • 15 percent are hoping for discounts between $300 - $500; and
    • 12 percent want more than $500 off their purchases.

With consumers’ expectations running high this year, retailers should be pricing products accordingly, while offering competitive discounts to capture and retain their target audiences.

  • Electronics, clothing/accessories and toys appear to be at the top of shoppers’ Cyber Monday wish lists:
    • On Sofa Sunday, shoppers plan to spend the most time hunting for consumer electronics (52 percent), followed by clothing/accessories (45 percent) and toys (27 percent); and
    • Home décor was next (23 percent), followed by health & beauty products (16 percent) and pet supplies (12 percent).
  • Mobile optimization is key for retailers this holiday season:
    • Nearly two-thirds (63 percent) of shoppers are planning to use their mobile devices to search for deals on Sofa Sunday while at home, at work or on-the-go.

Retailers are taking note of this trend – according to RetailMeNot, 92 percent are planning to increase their investment in mobile during the remainder of 2017 to better fit the mobile-minded consumer.

  • Amazon is in for a busy Cyber Monday:
    • A whopping 60 percent of respondents are planning to visit Amazon’s website first to begin their Cyber Monday shopping research.

About the Survey
Using Google Consumer Surveys, Valassis surveyed over 500 consumers who plan to shop on Cyber Monday this year to identify their Sofa Sunday researching and deal-hunting habits. All respondents were located in the United States. The survey was conducted in September 2017.

About Valassis
Valassis is a leader in intelligent media delivery, providing over 58,000 clients with innovative media solutions to influence consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RedPlum® is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their families. As wholly owned subsidiaries of Harland Clarke Holdings, Valassis and RetailMeNot, a leading destination for digital savings, are partnering to connect retailers and consumers through meaningful digital, mobile and print promotions.

Media Contact
Mary Broaddus