December 02, 2009 09:27 ET

Customers Extend Black Friday Success on ShopNBC Into Cyber Monday

MINNEAPOLIS, MN--(Marketwire - December 2, 2009) - ShopNBC (NASDAQ: VVTV), the premium lifestyle brand in electronic retailing, today announced that the company's strategic focus on the Internet during the kick-off of the holiday shopping season led to strong customer activity across its multichannel platform of TV and the Web. As part of the network's ShopNBC Anywhere initiative, customers can shop via cable and satellite TV; mobile devices (iPhone and iPod Touch); online at, and streamed live at www.ShopNBC.TV.

ShopNBC's expanded Internet merchandising initiatives and targeted web promotions on Cyber Monday generated a strong response from new and active customers across several key metrics. These positive results provided a strong finish to a successful Black Friday and an extended Holiday Shopping Weekend sales event for the multichannel retailer.

On Cyber Monday, November 30, achieved its highest traffic day year-to-date, with 114,600 unique visitors to the site. In addition to surpassing 2008's Cyber Monday traffic by 14%, web penetration accounted for an industry leading 48% of the total company sales. The increase in traffic to the site, along with its extended product assortment and promotional offerings, led to an 18% increase in sales vs. last year's same period. Total orders on increased 40% over the previous year.

On Black Friday, November 27, achieved a 51% increase in conversion over last year's Black Friday event, with an increase of 20% in Internet sales for the company over the same period last year. By introducing over 400 new online-only SKUs from TAG Heuer and Gucci watches, brand name electronics, home décor and more, the company increased its total orders on by 73% over the previous year.

Cyber Monday was the finale to ShopNBC's Holiday Shopping Weekend, which extended the traditional Black Friday into a four day gift-focused promotional event. The company bookended the two sales events with an entire weekend of gift-giving-focused programming. Enhanced by ShopNBC's ValueShipping initiative that offers the customer one-low-rate shipping for all purchases made within a 24-hour period, the success of the event was driven by a customer-centric strategy to make the holiday shopping experience easy with holiday gift recommendations and promotional offers.

Keith Stewart, ShopNBC's president and CEO, said: "Central to fueling our company's growth strategy, philosophy, and differentiation in the marketspace has been to focus on being a true electronic retailer where customers can shop our premium lifestyle brand anywhere: on-air, online, or mobile. During the kick-off to the holiday shopping season, we took this opportunity to strategically direct the customer to our Internet channel. As a result, the customer reacted very positively, and delivered its most impressive gains across the board since the beginning of my tenure as CEO."

Added Stewart: "Our targeted yet integrated multimedia promotional activity and extended web product assortment, complemented by ValueShipping and a January 31 extended return policy, enticed the customer to tune in, browse and shop our brand with total confidence. It's all about connecting emotionally with the customer and making their holiday shopping experience easy and entertaining through a gift-focused strategy. We look forward to continuing to delight the customer as they discover many more new and wonderful opportunities on ShopNBC throughout the holiday season." new and active customer counts in the month of November were up 60% and 54%, respectively, largely driven by the holiday shopping weekend event, Black Friday and Cyber Monday. Internet sales in the month of November were up 31% vs. last year, with dot com customer activity outpacing TV customer growth for the first time in the company's history. "We are pleased with these positive results, as the Internet continues to prove to be a highly complementary and powerful growth vehicle for the company," said Stewart.

About ShopNBC

ShopNBC is a multi-channel electronic retailer operating with a premium lifestyle brand. The shopping network reaches 73 million homes in the United States via cable and satellite television: DISH Network channels 134 and 228; DIRECTV channel 316. Programming is also streamed live on the web at http://www.ShopNBC.TV. Its companion Internet site,, is recognized as a top e-commerce site with compelling product videos. ShopNBC is owned and operated by ValueVision Media (NASDAQ: VVTV).

Contact Information

  • Contact Info:

    Anthony Giombetti
    Media Relations
    612 308 1190
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