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Jefferson Graham offers a countdown to Black Friday offers at Talking Tech.

Cyber ​​Monday Reminder on Calendar with Dollars (Photo: Ekaterina Minaeva, Getty Images / iStockphoto)

SAN FRANCISCO – Cyber ​​is Anticipated Monday is the largest online shopping day in the history of the United States. Not bad for an invented vacation that has its roots in the painful slowness of dial-up modems.

This year, Americans are expected to spend $ 6.6 billion online the Monday after Thanksgiving vs. $ 5 billion online on Black Friday, according to Adobe Analytics. That's despite ubiquitous smartphones and broadband, and many online deals starting on Thursday.

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Over time, Cyber ​​Monday has become a self-fulfilling prophecy. Consumers are conditioned to expect a wave of cyber sales when they return to work on Monday and companies are pleased to do so.

"People love sales and can not get enough of them," said Sucharita Mulpuru, senior retail badyst. with Forrester Research. "Very few people are tired of sales."

The first Cyber ​​Monday was in 2005. That's when Ellen Davis, of the National Retail Federation, proposed the term. Other suggestions were Blue Monday (after the color of the web links) or Green Monday (for the money that is earned), but he liked the clarity of Cyber ​​Monday.

The idea was to take advantage of something that was already happening. At that time, online sales were still new. In 2004, only 10% of Americans made Christmas purchases online, although in 2005 it was around 30%, according to ComScore Networks.

A speedometer in a building in San Francisco. (Photo: Elizabeth Weise)

People were used to going to stores on the Friday after Thanksgiving for the shopping craze that was known as Black Friday, as they still do. But to buy online, they waited until they got back to work.

Partly because most people still had a slow phone connection at home.

"They would start shopping on the web on Monday to come back to work, because that's where they had access to a high-speed Internet connection," said Gene Alvarez, retail badyst at Gartner.

Within a year, Cyber ​​Monday had embedded itself in our psyches, even though the reason it existed originally had vanished. Currently, 73% of US households. UU They have broadband and 75% of Americans have smartphones, according to the Pew Research Center.

Most of the big stores are advertising offers online, starting on Thursday or even earlier. But there is still a reason to wait. Cyber ​​Monday now deals with offers and expectations.

By clicking the buy button

Adobe's Tamara Gaffney thinks the People have been shopping online all weekend. But do not press the "buy" button until you are convinced that you have obtained the best possible price.

"If you observe peak hours per hour for [Cyber Monday] shopping, they come between 8:00 and 11:00 p.m. in each time zone," said Gaffney, director of the strategic ideas engagement group for Adobe.

"They know that by Monday night it will not go down any more, and if they wait until Tuesday, the offers will disappear, so that's when they push the & # 39; buy & # 39; button," he said.

Of course, there are other reasons why Cyber ​​Monday is a good day of shopping, said Hunter Williams, partner in the retail and consumer practice of the management consulting company Oliver Wyman.

"It also means that the in-laws are gone, the Christmas lights are on and you have time to breathe and connect again, in a way that you could not have on Thanksgiving weekend," he said.

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Adobe predicts that Online holiday sales will reach $ 107.4 billion this year, an increase of 13.8%, with Cyber ​​Monday leading the way.

About 7% of people plan to do most of their Christmas shopping on Cyber ​​Monday, compared to 10% on Black Friday and 40% after Cyber ​​on Monday, according to TrendSource data . The rest are year-round buyers that end before most people have started.

Eventually the specificity will fade away, says Yory Wurmser, a senior badyst at market research firm eMarketer.

"Now you're seeing extended Cyber ​​Monday offers, they're merging with Black Friday in a kind of Cyber ​​Week," he said.

Others think that Cyber ​​Monday will not disappear soon.

"Now it's part of the retail cadence," said Mulpuru of Forrester.

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