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By Siddharth Cavale
(Reuters) – Cyber Monday is poised to make a record $ 7.8 billion in online sales in the United States, but will also test the limits of retailers' online retail business while millions customers are looking for significant discounts on screen TVs.
Target Corp and Amazon.com Inc. are doing everything possible to attract the attention of customers by offering deliveries with no minimum order limit and by bombarding buyers with a multitude of promotional emails.
This popular marketing event is expected to bring in more than $ 3 billion in online sales and e-commerce, more than the $ 2.4 billion recorded last year, according to Mastercard SpendingPulse, which measures total retail sales in the United States for all types of payment.
However, some of the promotional efforts that preceded the day aroused the anger of several people who complained of waking up to a flood of cyber emails Monday from previous years.
"Yes, retailers, I know it's cyber Monday, even without the 150 emails," tweeted Keina (@ RealMamaEagle), a Delaware user.
According to Adobe Analytics, retailers reported online sales of up to $ 531 million at last count, according to Adobe Analytics, which tracks the transactions of most major online retailers in the United States.
"The first #CyberMonday I attended and I AM HERE! I like an agreement," tweeted the user @ Kathryn_nicole1 from Kansas.
The day, which will draw approximately 75 million customers, will also test the resilience of retailers' online platforms and their delivery operations. Without the right IT infrastructure, heavy traffic will lead to headaches, such as outages and other technical problems.
On Black Friday, some websites, including J.Crew Apparel Retailer and Lowe's Home Renovation Line Cos Inc., experienced temporary blackouts. At 12:30 pm ET, no major US channel experienced any technical difficulties, according to the DownDetector.com website failure indicator.
More and more consumers have shown a growing preference for buying holiday gifts online, reducing the importance of Black Friday as shoppers traditionally flocked to the stores for the best deals.
"I find that Cyber Monday is more convenient than Black Friday," said Jeissy Casilla, 23, a Puerto Rican retail employee, adding that it allowed her to browse multiple stores and offers at the same 39, avoid the main store lines.
"I think cyber Monday is better when it comes to everything you can do by doing so little – basically a better chance of getting the best deals."
According to Adobe Analytics, toys should benefit from the largest discounts because retailers fill the void left by the bankruptcy of Toys & # 39; R & # 39; Us, the largest American toy retailer.
Target offered 30% off some toys, while Kohl's Lego discount packages ranged from 30% to 40%.
Apparel retailers Gap and Nordstrom offered the same discounts as Black Friday.
Other offers include:
** $ 198 wool and cashmere cardigan for $ 107 at Ralph Lauren Corp.
** The sweaters of American Eagle Outfitters Inc. are selling at half price
** Victoria's Secret sells all bras, excluding the light pink, at a 50% discount
Amazon shares rose 3.2% in the midday trade. Macy's, Kohl's and Target have also grown.
According to Brandwatch, social media chat tracker, on 13,000 mentions of Cyber Monday (#Cybermonday) in social media, the Apple Watch video game and the Red Dead Redemption 2 game are two very controversial products.
On Black Friday, online sales jumped more than 23 percent to $ 6 billion, while online sales surpassed $ 3.7 billion from Thanksgiving, according to Adobe Analytics.
According to the National Retail Federation, US holiday retail sales, including online, in November and December, will increase 4.3% to 4.8% from 2017, to a total of 717, $ 45 billion to $ 720.89 billion.
(Additional report by Uday Sampath Kumar and Soundarya J in Bengaluru and Melissa Fares in New York, edited by Saumyadeb Chakrabarty and Bernard Orr)
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