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

Facebook

Blogs

Forum Replies

Twitter

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

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