Online retailers are hoping they've got a deal for you on "Cyber Monday." But their expectations have also been lowered on what's considered the unofficial kickoff to the online retail season.

Today marks the online retail industry's ceremonial kickoff for the holiday shopping season. The National Retail Federation says more than 80 percent of retailers will have special promotions online today, up from last year.

As for the Thanksgiving weekend sales, they're looking like they only met the low end of expectations, at best.

Industry analyst Marshal Cohen says the message from consumers is they want even better deals and they're willing to wait for them.