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Retailers are pulling out all the stops to motivate customers during the COVID-19 Pandemic. However, it’s curious why retailers would run their Cyber Monday Playbook in April knowing how tricky it can be to train and educate customers to wait for the discount. Furthermore, it smells of desperation. Retailer believe customers will have a short memory. However, customer have proven otherwise for decades, Pandemic or not. Perhaps the retailers are trying to appeal to the customers who decided to re-decorate their houses with Christmas lights. Tis’ the season. However, it will be a hard lesson to learn should customers now expect Cyber Monday deals to last forever.