Christmas From the Couch: Why Retailers Should Pay Attention to ‘Sofa Sunday’

Published Wednesday, Nov 14, 2018



Christmas From the Couch: Why Retailers Should Pay Attention to ‘Sofa Sunday’

The Day Before Cyber Monday Plays an Important Role in Influencing Consumers’ Holiday Shopping Behavior

LIVONIA, Mich., Nov. 15, 2018: Valassis, a leader in activating consumers through intelligent media delivery, today shares key considerations that retailers should keep in mind as Cyber Monday approaches. According to Valassis research, the day before Cyber Monday, known as “Sofa Sunday,” plays a substantial role in influencing consumers’ holiday purchasing plans. Nearly three-quarters (71 percent) use this day for deal-searching and 66 percent spend the same, or more time, researching savings for Cyber Monday gifts than actually shopping on that Monday.

With U.S. Christmas sales projected to surpass $1 trillion this year, retailers are seeking ways to win over shoppers by offering unique perks such as free shipping, in-store pop-up shops and expedited checkout services. However, if brands don’t understand consumer behaviors and preferences as a baseline, these efforts may fall flat.

“As holiday retail competition heats up, it’s important for stores and brands to think beyond the transactional purchase,” said Curtis Tingle, Chief Marketing Officer, Valassis. “Sales may spike on Cyber Monday, but according to our research, consumers are actually planning their purchases the day before. It’s important to capture shopper attention in advance when they are planning, in order to make it into their physical or digital shopping carts during purchase. Retailers should think about what influences consumers’ shopping decisions and cater to them accordingly – including reaching them on their preferred channels and offering relevant and personalized deals.”   

For a successful Cyber Monday and holiday shopping season, retailers should keep the following in mind:

  • Sofa Sunday is a major holiday planning day

According to Valassis’ data, 45 percent of shoppers will spend two or more hours researching holiday deals on Sofa Sunday, and they’re most likely to demonstrate this behavior from the comfort of their homes. This shows that last-minute Cyber Monday advertising the day before can make all the difference between being in consumers’ consideration lists and falling short.

  • Consumers love a good deal

It’s no surprise that holiday shoppers are looking to save. The NRF reports the average consumer will spend $1,007.24 during the holidays this year. With spending rising, so are savings expectations – Valassis’ research noted that 67 percent of consumers expect to save over $100, and 27 percent hope for discounts totaling over $300. Additionally, RetailMeNot found that consumers are likely to spend more with a retailer if they have the lowest prices on gifts, beating out other perks like free shipping. This underscores that shoppers are clearly looking to cut costs and will prioritize brands and products that can help them achieve this goal.

  • Shoppers are gravitating toward emerging and technology-fueled channels

Mobile shopping plays a critical component in holiday shoppers’ journeys, with 63 percent planning to use such devices to search for deals on Sofa Sunday while at home, at work or on-the-go. Additionally, social media is playing a bigger role in helping consumers research or make gift purchases, with nearly one in four utilizing these channels this season. Walmart appears to be tapping into this convenience-first trend, as employees across the United States will now be able to use mobile devices to process shoppers’ payments for the holidays.

For more information about Valassis’ Sofa Sunday research, please visit our website.

About Valassis

Valassis helps thousands of local and national brands tap the potential of industry-leading data through intelligent media delivery – understanding, engaging and inspiring millions of consumers to action with smarter cross-channel campaigns. We’ve been a part of consumers’ lives for decades, introducing new ways to deliver offers and messages that activate them — whether via mail, digital, in-store or the newspaper. NCH Marketing Services, Inc. and Clipper Magazine are Valassis subsidiaries, and RetailMeNot Everyday™ is its consumer brand. Its signature Have You Seen Me?® program delivers hope to missing children and their familiesValassis and RetailMeNot are wholly owned subsidiaries of Harland Clarke Holdings.

Media Contact
Mary Broaddus
Valassis        
broaddusm@valassis.com
734-591-7375