To Recreational Equipment Inc., Cyber Monday may become a thing of the past. While online sales at REI rose 21% year-over-year on Cyber Monday, that paled in comparison to the 39% year-over-year increase for the prior three days, the outdoor sporting goods retailer says. It projects its busiest day is yet to come, on Dec. 12.
REI pushed early holiday season sales with a 2-week sale that ended Sunday, Nov. 27, making Sunday the busiest single day this season so far for online sales, a spokesman says, adding that recent cold weather throughout much of its market has also helped early sales.
But as more consumers shop from home online over broadband web access-instead of shopping from office broadband-equipped computers on Mondays-and as they become more confident that shipping schedules will get gifts delivered on time before Christmas, more REI customers are spreading out their shopping throughout the week as well as throughout the holiday season, the spokesman says.
REI’s online holiday sales experienced their initial sharp growth on the Monday prior to Thanksgiving, and the retailer expects strong online sales to go slightly longer than last year into the days before Christmas. In effect, Cyber Monday is becoming less pronounced as a key shopping day at REI, the spokesman adds.
REI is No. 66 in the Internet Retailer Top 400 Guide to Retail Web Sites.