"I think, because of the mindset people have had that this is the big day for online shopping and the fact that it's still growing, it's still important but we may see a trend where it starts to lose some of that impetus."
Last year, sales on Cyber Monday reached a record $2.68 billion. According to the research firm ShopperTrak, Black Friday sales fell 10-percent this year and Rice feels that online shopping played a factor in that.
"I think you're finding that a lot of people, if they can do the shopping from their own home and not have to run over 30 people to get the deal that has one in the store, they're going to be a lot more inclined to do it."
Rice says as shoppers become more savvy to finding deals online, Cyber Monday could begin to lose some of its luster.
"Just because it's Cyber Monday, or even Black Friday, it doesn't mean it'll be the best deal on all of the different items you can get. You can find better prices on a lot of the items at different times of the year."