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.–(BUSINESS WIRE)–#IntelligentMediaDeliveryValassis,
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

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

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


Mary Broaddus, 734-591-7375