California Apparel News

As “Black Friday”—the day after Thanksgiving—has become a Holiday shopping benchmark and buzzword among retail marketing analysts, it comes as no surprise that those same analysts are now touting a companion concept for e-commerce known as “Cyber Monday” (or “Black Monday,” as some call it)—the Monday after Thanksgiving.

As the Internet has matured, online retailers have discovered that sales on the Monday after Thanksgiving have increased year over year, with apparel remaining second among the Holiday gift categories, behind books and ahead of music and videos, according to a recent America Online survey. Holiday online shopping this day spikes, and this year the experts say it will come close to 5 percent of the season’s expected $20 billion in sales. Moreover, online sales for the key November-December shopping period are expected to grow 24 percent this year, according to market research firm comScore Networks.

“On Cyber Monday, consumers set their sights on surfing for Holiday gifts and shopping online,” said Scott Silverman, executive director of Shop.org (the National Retail Federation’s online division). “This year, online retailers will be capitalizing on the increased traffic by offering special promotions and discounts.”

Nielsen/NetRatings’ Holiday eShopping Index saw 15 percent more traffic on Cyber Monday than on Black Friday, drawing an audience of 27.7 million unique visitors.

Shopping.com, an eBay company and online comparison-shopping portal, reported a 30 percent increase in yearto- year traffic on Black Friday and a 37 percent increase in year-to-year traffic on Cyber Monday. More than 2.8 million shoppers visited the site on post-Thanksgiving Friday, and more than 3.4 million visited the site on Monday, Nov. 28.

“Cyber Monday is an early indicator of what we can expect from online Holiday shopping, both the volume of shoppers and what they’re looking to buy,” said Shopping.com Chief Executive Officer Lorrie Norrington. “This year, more mainstream consumers than ever before are using the Internet to find, compare and buy their gifts, and that’s reflected in increased traffic and the types of products bought and sold.”

EBay itself was the most-visited retail site on both Friday and Monday, with Amazon.com coming in a far second, according to Nielsen/NetRatings. Wal-Mart Stores ranked third and saw more visitors on Friday than Monday. Target Stores followed the same pattern. Overstock.com, Dell, Shopping.com, BestBuy.com, Netflix, Shopzilla.com and CircuitCity.com completed the top 10.

Nielsen/NetRatings Retail Analyst Heather Dougherty said: “Consumers have spent the weekend with their family and they’ve been in the stores. They now have a Holiday list going. [So, Cyber Monday] is the first day that people are back at work in front of their computers.” Other experts agree that the increase in Web traffic on Cyber Monday, especially in most retail categories, is partially a result of the fact that consumers have faster and more secure Internet connections at work.

Site review: One sweet spot

At first glance, Sugar on La Brea’s new Web site (www.sugaronlabrea.com) appears to be some sort of cute, hip bakery. Handmade, gourmet miniature cupcakes are, after all, featured on the home page. And there are actually about 17 varieties from which to choose. But it’s really just a clever, tasty hook because “Chic Treats for Your Fashion Sweet Tooth” (which is the company’s metaphor for very timely designer clothing and accessories) are what’s featured on this eye-popping bit o’ pink cyberspace.

Sugar’s shopping cart works particularly well. Once items are entered, their total price remains miniaturized in the upper right of the other pages visited, allowing the user to keep tabs on his or her shopping spree. This might seem counterproductive to a retailer, but it serves to lower the rate of shopping-cart abandonment, which plagues many online stores.

Great product presentation and spacious pink and brown backgrounds make for a festive and superlative online shopping adventure.

Co-proprietors Jeanette Chivvis and Kelley West just celebrated the launch of their new online shop adjunct to their trendy bricks-and-mortar boutique. Located at 633 N. La Brea Ave. in Los Angeles, Sugar on La Brea features garments and accessories by top design labels Hudson Jeans, Nu, TAG, French Sole, Chan Lu, 3 Dots, Cake, Jak & Rae, Karanina, Kasil Denim, Loomstate, Nataya, Samantha Treacy, Saja, Nicole Miller, Pegah Anvarian, Story of Love, Trina Turk, Petro Zillia and Nay Nay (Chivvis’ collection of vintage couture shrugs). Sugar on La Brea also offers an exquisite selection of one-of-a-kind vintage couture jewelry, including Chanel and Hermegrave;s.

A growing list of celebrities, including Nicolette Sheridan and Kirsten Dunst, have been spied shopping—and snacking— there.

For more information, call (323) 965-0359.