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Cyber Monday -- a term coined five years ago for the day many people return to work after Thanksgiving and make online gift purchases on their computers -- remains a prime shopping day online. But its novelty has now been partially eclipsed by e-commerce promotions earlier in the season, including on Thanksgiving itself.

Retailers from BestBuy.com to Walmart.com and Staples.com have even opted to offer Cyber Monday deals one day early, on newly coined "Cyber Sunday."

The key is versatility, online experts say, as well as making sure shoppers heading to the Web always find something to inspire them to click on a sale.

John Thompson, senior vice president and general manager of BestBuy.com, said Cyber Monday remains a "really viable marketing concept," but smart retailers must offer choice.

"There's demand out there, but you have consumers spending their time differently," he said. "If you don't have one group that shops early, you'll have those who say 'I'll enjoy my Thanksgiving and those same deals or as-good deals will be there Cyber Monday.'"

Marketing firms say tactics have changed in luring consumers to buy online. Whereas in prior years a full email inbox of online deals awaited those back at work on Monday, the offers now increasingly come on Black Friday if not before.

Disneystore.com, for one, had a "record sales day" on Thanksgiving, according to Jim Fielding, president of Disney Stores.

U.S. online sales were up 33 percent on Thanksgiving this year, according to web analytics firm IBM Coremetrics.

Just as many promotions are sent via email on Black Friday, the day after Thanksgiving, as on Cyber Monday, according to Responsys. And half of retailers planned to send email on Cyber Sunday as well as on Thanksgiving, the interactive marketing firm found.

PayPal, the online payments unit of eBay, said its first holiday spike in payment volume came on November 15. On Black Friday, total payment volume, or the total value of goods sold, rose 27 percent versus last year.

Online deals will continue throughout the holiday season. Amazon.com, the largest online retailer, said its Black Friday deals would last all week, while Target.com and eBay have set up daily deals through December.

BEST DEAL?

Despite the e-commerce selling season that now extends before and after Cyber Monday, the Monday after Thanksgiving is still a prime focus of retailers.

Nine out of ten retailers planned to offer a promotion for Cyber Monday, Shop.org and BIGresearch found in a survey. That was more than the nearly three-quarters of respondents in 2007.

Fears that Europe's debt crisis could spiral out of control have pushed stocks off two-year highs hit earlier this month. Since November 5, the S&P has fallen 3.1 percent after running up 17 percent over the two months before that. At Friday's close, the S&P 500 was down 0.9 percent for the week, almost matching the Dow's 1 percent drop.

However, those fears have been countered by signs of a gathering recovery in the labor market at home. The government's nonfarm payrolls report on Friday is set to be another sign of a turnaround in hiring that could boost stocks through the end of the year.

Anecdotal evidence suggests holiday shopping got off to a good start. The S&P retail index .RLX rose more than 5 percent in the run up to "Black Friday," the day after Thanksgiving, when Americans traditionally take shopping malls by storm.

Retail stocks' gains are a sign of an increasingly bullish view of the U.S. consumer after a string of stronger indicators on jobs, sentiment and spending.

"The consumer is more confident and they are spending a bit more money, and I think retail as a whole is perking up," said Gary Bradshaw, portfolio manager at Hodges Capital Management in Dallas, adding that retail stocks "look relatively cheap to us, and I think sales are going to surprise to the upside."

Friday's payrolls report is expected to show the economy added 140,000 jobs in November, according to economists polled by Reuters. If that forecast is met, the jobs data will fit a pattern of growing strength in the labor market.

In October, companies hired at their fastest pace since April, the government's payrolls data showed, while the latest weekly initial claims for unemployment benefits have dropped to their lowest in over two years. November consumer sentiment rose to the highest level since June. October consumer spending also gained.

BLACK FRIDAY ANYTHING BUT BASIC

Early anecdotal evidence from Black Friday suggested shoppers were spending and that discounts were not as deep this year as last, potentially helping to lift retailers' margins as they look for the best holiday season in three years.

Black Friday marks the start of the holiday spending when U.S. retailers traditionally turn a profit, or go into the black for the year.

The National Retail Federation said that nearly 60 million Americans plan to hit the stores over the weekend, while another 78 million might join the crowds of shoppers. The NRF will provide an update on Sunday.

Retailers on the front lines will publish same-store sales data on Thursday when they will likely comment on the weekend's events.

"It seems the American consumer is back with a vengeance," said Kim Caughey Forrest, senior equity research analyst at Fort Pitt Capital Group in Pittsburgh. "If we are to believe CEOs of retailers, they feel they can support margins with prices that are attracting consumers."

Shares of Amazon.com (AMZN.O), a favorite online retailer, have run up 12 percent since mid-November, and hit an all-time high of $177.25 mid-week.