Retailers shift their ad spending from TV, radio and print ads to digital ads.
A pre-Thanksgiving e-mail promotion helps to push early Christmas orders at TheFruitCompany.com, where pre-Thanksgiving Monday sales were double the post-Thanksgiving Monday.
Cyber Monday sales this year were about 2.5 times sales of the same day last year at The Fruit Company, an online retailer of fresh fruit and gifts-but they weren’t as big as the previous Monday’s, CEO Scott Webster tells InternetRetailer.com. “The Monday before Thanksgiving we did twice the sales of Cyber Monday,” he says, adding that November sales are coming in about three times the sales of November 2004.
The reason for The Fruit Company’s early spike was a pre-Thanksgiving e-mail campaign that offered a 10% discount on orders placed in November. Many of those orders included Christmas gift cards and delivery dates, says Matt Stuewe, vice president of marketing and technology.
“We’re very optimistic that this year we’ll have an even bigger Christmas season than we had been forecasting,” Webster says. Webster says he expects TheFruitCompany.com’s sales to reach $10 million over the next 12 months.