Black Friday and Cyber Monday

2015 Social Trends and Analysis

TOTAL POST VOLUME

Mentions of Black Friday and Cyber Monday2,074,67

6(Nov 22nd to Dec 15th, 2015)

11/22

11/23

11/24

11/25

11/26

11/27

11/28

11/29

11/30

12/01

12/02

12/03

12/04

12/05

12/06

12/07

12/08

12/09

12/10

12/11

12/12

12/13

12/14

12/15

- 50,000

100,000 150,000 200,000 250,000 300,000 350,000 400,000 450,000 500,000

Black Friday vs. Cyber Monday

Black Friday Cyber Monday

Post volume difference year-over-year

Black Friday -4%Cyber Monday -27%

LEADING BRANDS

Online shopping was a main driver of changes in shopping tendencies. Offers and online deals by retailers such as Amazon made it easier for consumers to shop without the hassle of long lines and exposure to brawls.

135K60K

-40%

83K-57%

Year-Over-Year % Change

128K-5%

TOP HASHTAGS

114K#BlackFriday#GivingTuesday#CyberMonday

79K63K

SENTIMENT• Consumers often tweeted

about great deals found during Black Friday.

• The majority of the negative posts were related to mentions of fights at different stores. Slow internet connection and retailers complaining about major retailers online site’s crashes was also mentioned in some of these posts.

Positive Negative

MEDIA CHANNELS

• +48% increase on Twitter since 2014

• One of most retweeted topic: “Kohl’s Sweepstakes” contest

• 3.5K tweets Black Friday tweets were related to Customer Service

Videos

Images

Comments

News

Facebook

Blogs

Forums & Replies

Twitter

- 500,000 1,000,000 1,500,000 2,000,000 149

2K

13K

18K

19K

31K

126K

1.9M

TOP PRODUCT MENTIONS20% of all mentions of clothing. Consumers were most eager to find deals and discounts on clothing items – sweaters, t-shirts, and shoes were among the top purchases.Other notable products mentioned during this period included TVs (16%), xBox (11%), and phones (8%).

Xbox

TV

Clothing

54K

76K

97K