First off, as you can see above, Staples is leading the way in fan growth percentage. From the days leading up to Black Friday through December 19th they have increased fans over 55% by adding 108,000 fans. They are running a series of promotions where you can enter via Facebook (or Twitter) and based on the numbers above, it is definitely paying off for them.
Secondly, Target has gained the largest volume of fans by adding 1.4MM fans since the days leading up to Black Friday. In contrast to Staples, they have not been pushing contests, but rather polling their followers, posting information about sales and generally conversing with their fans. With one exception: on December 14th they encouraged people to “Like” their page for a “sneak peek” at the upcoming deals.
Things get even more interesting when we take the top five retailers from above and look at their engagement. Macy’s is the current leader. They are second overall with an average engagement rate of 1.01%. But they had the largest spike of any of the retailers we are tracking, during the week of 11/27 with an engagement rate of 2.9%. This spike was due to their “post your favorite recipe and enter to win over $1,000 in prizes.” Definitely a success in terms of engagement and plus one point for Macy’s!
On the other hand, for the two pages with the largest fan growth, Target and Staples, their engagement rates haven’t quite kept pace with growth rates. The week Staples gained most of their fans, their engagement rate went down from 1.02% to 0.23%. And Target’s engagement score peaked at 0.73% the week of Black Friday, but every subsequent week has failed to live up to that.
But the war isn’t over yet! Check back in after New Year’s when we do a final round up and declare a winner of the Holiday Shopping Showdown, 2011.