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Cyber Monday is a marketing term for the Monday immediately following Black Friday. The term was created by the National Retail Federation and announced in 2005 conjunction with the deployment of their own website CyberMonday.com designed to serve as a portal for Cyber Monday deals and offers. In store shopping continues to dwarf online shopping - the most taken in a single day online was $881 million on December 7, 2007, while Black Friday in 2007 took in $41 billion. Since its inception, critics contend that consumer purchasing habits represent more of a static growth throughout the Christmas and holiday season as opposed to one day in which companies "see any (unusual) traffic" on websites. It has been postulated that through mainstream media adoption of the term, combined with retailers hoping to drive more traffic to their sites, that the "Gimmick" of Cyber Monday could become a "Real Trend".