Posted on: Thursday, December 25, 2003
Net powers Christmas Day sales
By Lorrie Grant
USA Today
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Dec. 25 is emerging as a big shopping day, in part because retailers are increasingly giving shoppers a head start online on their after-Christmas sale prices.
Internet sales are predicted to hit $85 million on Christmas Day, up 25 percent from a year ago, online sales tracker BizRate.com reports.
Sales have had annual double-digit bumps since tracking began in 2000.
Retailers already touting "after-Christmas" deals online include mainstream Sears, specialty cataloger Chef's and luxury merchant Neiman Marcus.
"It is the first time we've done it starting on Christmas Day, because this year you can use a gift card on the Web," says Ginger Reeder, spokeswoman at the online division of Neiman Marcus. "We said maybe while Dad's taking a nap and the kids are playing with toys, Mom can get a head start on the sale."
Driving the trend:
• After-Christmas sales. Mailboxes are filling up with sales and clearance catalogs blaring such values as five-day savings coupons for 20 percent off merchandise already discounted up to 70 percent.
• A deck of gift cards. Gift cards are among the most popular item to give this year to fickle teens, music lovers or those with at least two of everything. An estimated $17 billion worth are being bought this year.
"Christmas is a day of plastic that recipients are itching to spend. When they know that there's going to be a sale that day, it's a double motivation," says Kelly Mooney, CEO of Internet brand-marketing company Ten/Resource.
• Post-holiday crowds. The multitude that is too much before Christmas can be overwhelming after, with consumers returning items, battling for bargains — or just trying to find a parking space.
"On Christmas Day, shopping is a convenience. People want to stay home and make decisions without hassle," says Kurt Barnard, chief economist at Retail Forecasting.
• High-speed Internet. More homes have broadband connections, improving the ease and speed of online shopping.
Retailers have upgraded sites for high-speed customers with features such as video, virtual models to show fit and price-comparison tools.
"Web sites are a lot quicker to navigate, which gives a better experience online," says Derek Kuhn, head of business development at Alcatel, a communications networks supplier.
