WASHINGTON: The National Retail Federation (NRF), which created the term Cyber Monday in 2005, is working to extend the life of the popular online shopping day through social media and more localized media outreach. The organization, which runs Web site CyberMonday.com and the Shop.org division for online retailers, focuses on its research for media outreach, and is using gift card giveaways via social media.

"We're always looking for new ways to leverage the research," said Ellen Davis, a VP ...