While there may not be the same fuss and media as Black Friday and Cyber Monday, Free Shipping Day in its own right is a day where online shoppers can make savings by purchasing goods online without having to pay any shipping costs. Created by Luke and Maisie Knowles in 2008, Free Shipping Day was made as a one-off annual event to give consumers an extra incentive to buy online with just over a week till Christmas. For merchants this was an opportunity to extend the online holiday spending boom by giving consumers a reason to purchase online without having to compete with competitors selling at knockdown rates like what occurred over the Thanksgiving weekend.
“Give consumers what they want in a timely, convenient and affordable fashion”
The concept was originally created when Luke Knowles was trying to solve the issue of making the online Christmas spending sum peak beyond the dates of December 10-12. Targeting Christmas shopping procrastinators and last-minute present hunters the idea was born and Knowles swiftly put his plan into action. After creating the website www.freeshippingday.com and distributing a press release which described the idea, 13 days later 250 merchants had signed up to free shipping day and December 18th 2008 was the birth of a day which has consistently grown in popularity. This year sees 1,687 merchants take part in Free Shipping Day including Walmart, Toys ‘R’ Us, Adidas and Lacoste. Somewhat surprisingly, the US market in 2011 saw more money spent on Free Shipping Day than on Black Friday. Online retailers will be hoping to see a similar spike in online spend today and make sure that they see out the Christmas shopping season in a flurry before it’s all over for 2012.