Dive Brief:
- Home Depot Inc. has declared the week beginning April 19 "Cyber Week," bringing sales promotion tactics typically used during the holidays into the company’s busiest season.
- Home Depot's first spring Cyber Week was formed to promote the company's e-commerce operations and encourage shoppers to visit its online store.
- Home Depot launched its holiday-like promos six years ago with its "Spring Black Friday" promotion.
Dive Insight:
Holiday terminology denoting deals is taking over the calendar, as Home Depot brings Cyber Week to its busy spring planting and home-improvement season. The company first attempted to stimulate holiday-like sales with a Spring Black Friday promotion in 2009 and has since built the one-day sale into a $500 million tradition.
Kevin Hofmann, Home Depot’s president of Online Operations, indicated that customers want deals throughout the year, and especially during the Atlanta-based retailer’s busiest months. Cyber Week is deemed particularly important to Home Depot, since e-commerce now accounts for at least 5% of company revenues.
Competing home-improvement chain Lowe’s may also be considering an out-of-season Black Friday promotion.