A survey by BizRate Research notes many retailers will be offering special one day promotions on Cyber Monday. ”Promotions will range from special email campaigns (32.0%) to specific deals (29.9%) to one-day sales (28.9%). Additionally, one-fourth of retailers (24.7%) will offer free shipping on all purchases. In fact, 72.2 percent of online retailers are planning a special promotion for Cyber Monday, up from 42.7 percent just two years ago.”

Cyber Monday is about the deal, getting a jump on holiday shopping, and for some people avoiding a little work.  With a projected 68 million hitting cyberspace, it makes you wonder if it may also be a social opportunity.  Like Cyber Monday, Black Friday is about the deals too, and for many a social experience too – normally hitting the malls with a friend or family member.  So why not Cyber Monday?

There are many sites (and retailers) dedicated to intercepting cyber-monday shoppers.  Some of the sites like CyberMonday.com even have a facebook page (with about 3,340 fans).  Of course, having a fans on facebook does not necessarily translate to a social experience. 

The idea of virtually shopping with others is in the spirit of  Cyber Monday.   Virtual shopping with friends could manifest itself in different ways like c0-shopping on sites, tracking shopping progress through a status feed, or just simply sharing the latest deal.  Sharing the latest deal would be very simple to do, and benefits both the shopper and retailer.  The shopper gains fame through good-natured bragging, while the retailer gets exposure through word-of-mouth.

Tracking the status of friends as the meander from one shopping cart to the next is another way to socially share the experience.   The shopping path will spur conversation on where they found the best deals or the most unique items.  Similar to sharing the best deal shoppers can brag about their best deals, but also guide each other through Cyber Monday.

Finally, there is the idea of co-shopping.  Imagine an app where you and a friend can co-browse a shopping site.  Similar to an experience at the local mall or department store, friends can share a real-time experience.

Virtual co-shopping may not work on most days, but on Cyber Monday with so many people online,  there seems to be an opportunity to leverage a virtual social shopping experience.  Of course with many good ideas there many be a drawback — you probably do not want management aware you are shopping while you are suppose to be working.

The topic intrigues me as of late.  For many products advice from social groups typically is a primary influencer in products considered and ultimately purchased.  For example, about 20% of new vehicle shoppers state friends and family were the primary influence ( more than any other medium). 

This social factor has influenced people for years — my interest focused on the use of facebook as a “social shopping” tool for shoppers to make educated decision.   By the way, don’t confuse customer reviews and testimonials as social shopping.  Although both may influence a shopper’s decision, they lack the strength of social advice from someone the shopper knows.  Someone the shopper trusts.

Asking the Right Questions
My perspective is the benefit of social shopping is related to the shopper’s inquiry.   Social shopping questions can be unstructured and open ended (Anyone have advice on a new HDTV?) to structured (Anyone have advice on purchasing an HDTV for about $1,000?  or What is a better deal the Sony Bravia XNT-1234 or Panasonic Vizio DDF-1234?).  I believe the usefulness of the response will be more helpful the more structured the question.  To this end I decided to test a structured question meant to give specific advice to an HDTV shopper (see below).

I am looking for a new LCD HDTV for about $1,000 to $1,200 What features are “gotta have” versus “nice to have” versus “not worth it” ?

The goal of the post on facebook was to bucket responses in a way that I can use them.  That is why I structured the question on positive attributes “gotta have” and “nice to have”, and negative attributes “not worth it”.  Through this questions, I was hoping to tap into people within my network who recently purchased a HDTV, and focus on what they were thrilled about in their purchase and/or uncover aspects of buyer’s remorse.

Based on these expectations, the responses somewhat surprised me (see below).

Patrick W

make sure it is 1080i other than that at least 2 HDMIi ports and your good. Buy at Sams club if ur a member they have best return policy in the world! Vizio is great brand for the money (it took two years but they worked out all the kinks in the last two model years) Samsung and sharp are also impressive but more pricey! Good luck!

 

Jay G

You didn’t mention plazma, but compare the differences between the “black” on a plasma vs. an LCD. I don’t own either, but my brother in law has an LCD and swears the “black” on the plasma is so much deeper and clearer. He has mentioned it several times when he’s seen the in-laws tv. I wouldn’t have thought to notice that. Costco and Sams club both rule, but of the two, I give a slight edge to Costco.

 

Jeff H

I’m one to talk, since my newest TV is a 52″ rear projection thats 10+ years old… but if you’re going to research, find out about these new LED Tv’s. They’re like 1″ thick vs LCD which are 3-5″… (I’m hoping you do all the research and then report back!!)

 

Jimmy J

Costco rocks. Check out the power consumption as well. My understanding I’d that plasma is very power hungry.

 

Stevie G

You won’t get an LED in your price range. LCD is good for brighter environments, though I just got a Panasonic Plasma that is nice and bright.

 

Brian G

Don’t worry about the features, just focus on getting the biggest screen possible in your price range. Don’t worry about the picture quality either, only the screen size can properly define your manliness.