Businesses Find Creative Ways To Join, Transcend Cyber Monday Phenomenon

By James Burger
The Bakersfield Californian

WWR Article Summary (tl;dr) Brick and Mortar businesses are stepping up their game this Cyber Monday, finding ways to use technology and claim a foothold in the online shopping world.

The Bakersfield Californian

Our collective retail ritual is ramping up again.

As the Monday after Thanksgiving has come to be known, Cyber Monday is a growing attraction to shoppers. It represents the busiest online shopping day of the year, retailing pundits say, as workers return to the office and take advantage of historically faster Internet speeds at the workplace compared to their home computers.

This year is expected to be the most lucrative shopping day ever, with more than $6 billion in sales — a double-digit jump over 2016.

Locally owned businesses are stepping up to get their share of the pie, using technology to claim a foothold in the online shopping world.

Online retailing has grown by leaps and bounds with mega-stores like Amazon selling everything under the sun and specialty stores filling out niches for everything from glassware to homebrewing equipment to doggie clean-up bags.

Even the County of Kern spent more than $448,000 at Amazon using credit cards in the 2016-17 fiscal year.

Big box distribution centers in the Tejon Industrial Center are beginning to sell products online out of those centers said Tejon Ranch spokesman Barry Zoeller.

That reality poses a challenge for mom and pop businesses with brick and mortar shops said Cornelio Gutierrez-Lozano, Director of Membership & Events for the Bakersfield Downtown Business Association.

So they’re fighting back, he said, with creativity.

A number of the member businesses of the DBA have launched their own Cyber Monday sales and specials, Gutierrez-Lozano said.

For example, The Padre Hotel has special rates available for registration.

The Beautiful Sequence women’s boutique, which has an online storefront, is doing Cyber Monday specials, he said.

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