Keenly aware that retailers during the holiday season offer deep discounts on everything from pajamas to home furnishing items, online holiday shoppers this year may wait to see what retailers have planned for Cyber Monday before deciding to shop. According to the National Retail Federation’s Cyber Monday Expectations Survey conducted by Prosper Insights & Analytics over the weekend, 126.9 million (52.3%) shoppers plan to shop online on Cyber Monday, down slightly from the 131.6 million who planned to participate last year.

“For today’s shopper, every day is ‘Cyber Monday,’ and consumers want and expect great deals, especially online, throughout the entire holiday season – and they know retailers will deliver,” says NRF President and CEO Matthew Shay. “Retailers will still offer unique deals exclusive to Cyber Monday, but consumers also know shopping on Cyber Monday won’t be their last chance to find low prices and exclusive promotions.”

When asked how they plan to shop on Cyber Monday, 24.5 million (19.3%) said they will use their mobile device, and eight in 10 (84.5%) will use their home computers to shop online. Mobile retailing remains important as consumers increasingly rely on their smartphones and tablets to research and purchase products. And, retailers are eager to meet consumer demand from these savvy customers as nearly seven in 10 (69.1%) retailers polled in Shop.org’s July eHoliday survey said they invested in optimizing their mobile websites prior to the holiday season, up from the 57.4 percent who said so last year.

Additionally, the latest Shop.org’s eHoliday survey found that 97.6 percent of online retailers polled say they will offer specific Cyber Monday deals.

“Retailers are taking on the growing demand of online shopping and doing what it takes to compete on every level, including mobile optimization of their websites and unique in-store experiences that marry the two channels more than ever before,” says NRF Senior Vice President and Shop.org Executive Director Vicki Cantrell. “Retailers have made the online shopping experience even more compelling this year by offering free shipping deals, low prices and enhanced buy online, pick up in-store programs.”

As for when they’ll shop, 40.8 percent of shoppers will be up bright and early on Cyber Monday to take advantage of the early morning deals. Others will shop over their lunch hour (18.4%) or early afternoon (32.5%).

“Shoppers have been taking advantage of discounts throughout the entire holiday weekend and will still look for ways to capitalize on Cyber Monday as well,” says Prosper’s Principal Analyst Pam Goodfellow. “The convenience of shopping online and finding great prices and shipping promotions every day has changed how shoppers will approach their holiday shopping lists this year, but it’s safe to say millions will still expect some of the season’s best deals on Cyber Monday.”

About the Survey
The survey, conducted November 28 - 29 by Prosper Insights & Analytics for NRF, polled 4,631 consumers and has a margin of error of plus or minus 1.5 percent.

Prosper Insights and Analytics delivers executives timely, consumer-centric insights from multiple sources. As a comprehensive resource of information, Prosper represents the voice of the consumer and provides knowledge to marketers regarding consumer views on the economy, personal finance, retail, lifestyle, media and domestic and world issues.

NRF is the world’s largest retail trade association, representing discount and department stores, home goods and specialty stores, Main Street merchants, grocers, wholesalers, chain restaurants and Internet retailers from the United States and more than 45 countries. Retail is the nation’s largest private sector employer, supporting one in four U.S. jobs – 42 million working Americans. Contributing $2.6 trillion to annual GDP, retail is a daily barometer for the nation’s economy. NRF’s This is Retail campaign highlights the industry’s opportunities for life-long careers, how retailers strengthen communities, and the critical role that retail plays in driving innovation.

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