Monday, December 11 is Green Monday, a made-up shopping day by eBay to mark the “panic day” when shoppers became worried they wouldn’t receive online purchases in time for Christmas.
Even so eBay is celebrating the tenth year of this shopping day, and many other merchants have followed suit, the meaning of this day is becoming increasingly moot.
eBay created this promotional day when it noticed a trend in shopping patterns.
They noticed in their analytics that on the second Monday (or about 10 days out), sales increased as shoppers became anxious about on-time delivery.
So in 2008, the company forged the term Green Monday and used it for promotions.
Other eCommerce companies followed the trend, and in 2016, Green Monday had a record year of $1.621 billion in sales.
Also, for Amazon and its Prime Members, 10 days out is really not a “panic day” as the giant eCommerce retailer can just about guarantee delivery before Christmas up to 1 or 2 business days before December 25.
Will Amazon and Walmart Kill Green Monday?
With Amazon’s standard delivery for Prime Members in the U.S. being two days, and Walmart and others matching the same, the idea that shoppers start to panic on the second Monday in December may be fading.
The deals on Green Monday also are not as deep as Black Friday or even Cyber Monday. Probably because most of them are offered by smaller merchants that can’t afford to discount as much or use loss leaders to generate traffic and revenue for more profitable items.
But don’t expect eBay and smaller merchants to go away from this marketing term. At one point, pre-internet, there was one! Black Friday. With over $2 billion in sales, it is still one of the biggest shopping days in December.
The Holiday Season Special Days
Now we seem to have accumulated a whole grouping of made up shopping days leading up to Christmas and the holidays.
- Black Friday – The day after Thanksgiving and at one point meant the celebratory day retailers started to profit for the year.
- Small Business Saturday – Made up in 2010 by American Express to highlight buying from local small businesses.
- Cyber Monday – The term was coined in a Shop.org 2005 press release and has been used by online merchants since then to persuade shoppers to buy items online they couldn’t find at local stores.
- Giving Tuesday – #GivingTuesday now kicks off the charitable season for the holidays and is a movement started on social media in 2012. Now eCommerce sellers offer a variety of promotions for #GivingTuesday, all around either providing profits from sales that day or allowing shoppers to buy items for charitable use.
- Green Monday – Started in 2008 by eBay and falls on the second Monday in December.
- Super Saturday – Last Saturday before Christmas. Now considered larger than Black Friday for physical retailers.
With Super Saturday not really being an online shopping event (maybe soon with same day delivery becoming more popular and available from giants like Amazon), there is still an opportunity to market your store and products to online shoppers.
You want to eliminate the “Will I get it before Christmas” anxiety shoppers have when buying from smaller independent stores. Consider adding banners and other graphics to reassure your shoppers their order will arrive on time.
Email blasts to remind your customers they still have time are a good promotional tool in the final days. And always keep your customers informed about the status of their order.
All of these tips will create trust in your customers and can benefit you throughout the year as your customers look at your store as a trusted online retailer.
We love to hear your ideas for promotions during this vital time of the year. Drop us a line in the comments section below.