Holiday Shopping Showdown Part II – Who 'Won' Black Friday

Last week we kicked off our Holiday Shopping Showdown series and things really started heating up over Black Friday and Cyber Monday.  Comscore reports that 2011 Black Friday sales were up an estimated 26% from 2010.  Likewise, Mashable reports that Cyber Monday sales were up at least 15% from 2010.  And, as you can see from our chart below, excitement for both Black Friday and Cyber Monday was quite high on Twitter.

Based on this chart, I think it’s safe to say that Black Friday won the Black Friday / Cyber Monday showdown! Congrats BF – you can email us(at)simplymeasured to claim your prize.

On Facebook there are some interesting trends building as well.  Most of the retailers we are tracking saw excellent growth in fans during these most spectacular consumer spending events.  In particular, Target saw 9% growth and was the leader in overall fans added with over 600K new likes.  Macy’s also saw 8.4% growth in fans during the week of Black Friday.  Interesting to note that Target required you to “Like” them in order to win prizes and get special deals. For this, we declare Target and Macy’s our winners of phase 1 based, on this growth metric.  Be sure to stick with us for the rest of the Holiday Shopping Showdown as we compare more metrics, continue to analyze retailer performance, and declare more winners.

Adam Schoenfeld

Adam Schoenfeld

Adam is the co-founder and CEO at Simply Measured. He has led Simply Measured from its inception as 'Untitled Startup, Inc' to become the leading social media analytics company, serving more than 1/3 of the top 100 brands and over 100,000 users. Adam is a golfer, breakfast enthusiast, and long-time data geek.

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  • Conor

    How would you interpret this in light of the demographic differences between various retailers?  Suppose that Target’s average customer is younger, more technology-able and engaged than Walmarts, then do they win the battle, or are their customers just already engaged in behavior they were likely to do in the first place (and required to do for some discounts)?  Wouldn’t we need to know what % of customers already use Facebook “likes” in order to determine what growth really occurred?  For instance, using extremes: If Target and Walmart each have 100 customers, but 50% of Target’s already use ‘likes’ but only 5% of Walmarts do, then Walmart added 16% to its fan base, but Target, by adding 9.1% means they have an 18% engagement increase, narrowing what was a huge gap.  Based on the above assumptions, didn’t Walmart just do a better job of reaching into its customer base, which isn’t likely to engage.  Getting those hard to get ‘likes’ seems more valuable.

    What does ‘liking’ something mean anyway? Are some people’s more valuable than others?  Can you score likes by a person’s circle of influence?  If Barack Obama “likes” Walmart, isn’t that more valuable than Grandma Jane ‘liking’ it?