Black Friday and Cyber Monday

2015 Social Trends and Analysis

TOTAL POST VOLUME

Mentions of Black Friday over the last 7 days1,665,76

9>19% more mentions than 2014

+186% post volume change week-over-week

(Nov 23rd to 30th, 2015)

22 23 24 25 26 27 28 29 -

200,000

400,000

600,000

800,000

1,000,000

20152014

LEADING BRANDS

• Main topic dominating the conversation was related to Kohl’s Sweepstakes

• Twitter impressions were up +33.5% compared to last year

• Xbox was the product most mentioned in conjunction with Kohl’s, accounting for over 26K tweets

125K51K

+2,446%

57K-56%

Year-Over-Year % Change

71K-52%

KEY TOPICS OF CONVERSATION

566K Consumers were on the hunt for the best

deal over the holiday weekend. Both in-store

and online mentions circulated around promotions and

discounts.

A lot of consumers decided to wait for

Cyber Monday to make the bulk of their holiday purchases this year, opting out of long lines and busy stores.

Kohl’s Sweepstakes

continued to dominated the

conversation for Black Friday over the

weekend, with the store’s hashtag claiming 116K

mentions.

379K 125K

TOP HASHTAGS

88K#BlackFriday#CyberMonday#GivingTuesday

71K14K

SENTIMENT• The majority of the positive mentions

were related to Cyber Monday and the comfort of shopping without standing in line

• Aside from fights, “spending more than what you have” and “less deals as in previous years” were common themes of conversation on Twitter

PositiveNegative

MEDIA CHANNELS

• +19.6% increase on Twitter since 2014

• Most retweeted topic: “Kohl’s Sweepstakes” contest

• 24.1B impressions on Twitter in relation to Black Friday

Videos

Images

Facebook

Comments

Forums

Mainstream News

Blogs

Forum Replies

Twitter

82

1K

8K

9K

10K

12K

19K

59K

1.6M

TOP PRODUCT MENTIONS19% 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.

Deals for Smart TV’s, Ultra HD TV’s, and the Xbox One gaming console were also leading the conversation, with consumers looking for bargain prices on these high-end products. This topic accounted for 741M impressions on Twitter.

Xbox

TV

Clothing

47K

54K

67K

CUSTOMER SERVICE• There were 1,528 mentions of

customer service over the past 7 days

• -56% fewer mentions than 2014

Nov 23 Nov 24 Nov 25 Nov 26 Nov 27 Nov 28 Nov 29 Nov 300

100

200

300

400

500

600