2015 black friday trends and analysis
TRANSCRIPT
Black Friday and Cyber Monday
2015 Social Trends and Analysis
TOTAL POST VOLUME
Mentions of Black Friday over the last 7 days1,329,84
0>21% more mentions than 2014
Nearly +192% post volume change week-over-week
(Nov 20th to 27th, 2015)
Nov 20 Nov 21 Nov 22 Nov 23 Nov 24 Nov 25 Nov 26 Nov 27 -
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1,400,000
20152014
LEADING BRANDS
• Kohl’s sweepstakes mentions contributed to the high volume of mentions for the brand.
• Post volume was -13% lower than 2014.
• Their handle @kohls tweeted 64 times during the past 7 days.
114K 46K+2,589%
38K-46%
44K+41%
Year-Over-Year % Change
KEY TOPICS OF CONVERSATION
141K A lot of consumers
chose to skip the Black Friday crowd this year and opted for Cyber
Monday deals instead.
#CyberMonday was mentions over 5K
times.
Kohl’s Sweepstakes dominated the
conversation for Black Friday, with the brand
accumulating 25% share of voice amongst
other brands.
The Xbox One was the most popular item that consumers were hoping to scoop up. This topic received
248M impressions on Twitter.
114K 44K
TOP HASHTAGS
114K#BlackFriday#KohlsSweepstakes#CyberMonday
14K5K
SENTIMENT• Anticipation and excitement around
Black Friday’s deals and special discounts were top of mind for over 128K individuals on social media.
• Long line-ups and brawls drove the negative sentiment towards Black Friday, making the option of Cyber Monday shopping more appealing to consumers.
PositiveNegative
MEDIA CHANNELS
• +9.3% increase on Twitter since 2014
• Most retweeted topic: “Kohl’s Sweepstakes” contest
• 19.6B impressions on Twitter in relation to Black FridayVideos
Images
Comments
Forums
Mainstream News
Blogs
Forum Replies
52
451
4K
7K
8K
9K
13K
29K
1.3M
TOP PRODUCT MENTIONS
21% mentions of Xbox. Consumers were most eager to buy the Xbox One video game console.
Clothing and TV sales were also leading the conversation, with consumers looking for deals on t-shirts and sweaters, as well as Smart TV’s and Ultra HD TV’s. Conversation surround TV’s accounted for 262M impressions on Twitter.
TV
Clothing
Xbox
32K
35K
44K
CUSTOMER SERVICE• There were 814 mentions of customer
service over the past 7 days. • Retailers receiving most of the complaints
for their customer support included Best Buy, Target, ToysRUs, and Walmart.
Nov 20 Nov 21 Nov 22 Nov 23 Nov 24 Nov 25 Nov 26 Nov 27 0
50
100
150
200