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Black Friday and Cyber Monday 2015 Social Trends and Analysis
TOTAL POST VOLUME Mentions of Black Friday over the last 7 days 1,329,840 >21% more mentions than 2014 Nearly +192% post volume change week-over-week (Nov 20th to 27th, 2015)
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 14K 5K
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.
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 Friday
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.
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.