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2015 Social Media Preview
BLACK FRIDAY & CYBER MONDAY
TOTAL POST VOLUME
Mentions of Black Friday from October 1st to Nov 2nd, 2015225,796
01/10 08/10 15/10 22/10 29/100
10,000
20,000
30,000
40,000
20152014
<11% less mentions compared to 2014
LEADING BRANDS
• Mentions of REI’s decision to close its stores on Black Friday.
• Increase of 6557% • #OptOutside was used in 36K
of tweets.
67K 5K-35%
4K-64%
3K+132%
KEY TOPICS OF CONVERSATION
67KREI’s decision to close its stores during Black
Friday. Although shoppers were looking
forward its sales, significant number of mentions are positive
towards this close.
Mentions of Cyber Monday as the way to
shop during this Holiday season. Over
53% of these mentions revealed that people
may opt for a click of a button rather than standing in lines.
Thanksgiving related conversations,
including planning to spend shop early & enjoy family time
later.
20K 15K
SENTIMENTPositive sentiment was driven by:
PositiveNegativeMixed
• People excited about sales during Black Friday.
• More family time after rumours of more stores closing on Black Friday.
• People getting excited about Cyber Monday.
TOP HASHTAGS
36K#OptOutside#Black Friday#REI
24K2K
MEDIA CHANNELS
• 19% increase on Twitter since 2014
• Most tweeted topic: “REI will close its stores on Black Friday”
• 1.1B impressions on Twitter in relation to Black FridayVideos
Images
News
Comments
Blogs
Forums & Replies
17
32
1.6K
2K
3K
14K
24K
180K
TOP PRODUCT MENTIONS
• 15% mentions of Footwear. Nike, Uggs, and Kanye West sneakers led the conversation.
Clothing
TVs
Footwear
5K
5.8K
6K
• TVs and clothing sales were also mentioned, mainly on Twitter and Forum sites.
• Most mentioned among electronics: xBox, 3K mentions and iPads, 1,1K mentions