The internet can take a breath now, Black Friday and Cyber Monday are behind us and we’re back to a “regular” holiday shopping pace. Hoping to find a window into retailer success this holiday season, we’ve been tracking a handful of top retail brands on Twitter and Facebook to see how things shake out during the big promotional shopping days this year. As holiday sales figures come out in Q1, we’ll take a look back, but here is the general story so far from our sample of 6 major brands:
Amongst our sample, Black Friday was by far the bigger day for brick and mortar retailers. All 4 of the retail chains in our sample had at least 200% more volume on Black Friday relative to their daily average earlier in November. For Old Navy, this was more than 900%! Target had the most Black Friday and Cyber Monday chatter in the brick and mortar group, but ranked third in relative volume behind Old Navy and Best Buy. For the 2 online focused brands (eBay and Amazon) neither day represented the kind of massive spike seen by traditional retailers. For Amazon, Cyber Monday won out over Black Friday, but both were higher volume than earlier in the month. EBay is a bit of a different beastÂ relativeÂ to the other businesses analyzed. Their volume had been massive throughout November, so conversation levels were actually slightly down during the big promotional days. Being a marketplace, not a traditional retailer, the conversation around eBay was not likely focused on mega deals like the others we tracked.
Looking back at a longer timeframe shows the dramatic Black Friday spike for the brick and mortar retailers and the more sustained volume for Amazon and eBay.
Btw, we maintain ongoing tracking for just about every brand on the Interbrand 100 list and more dating back to July 2010. So if you need to access brand mentions on Twitter and Facebook for any of these, let us know. Pricing is based on volume similar to a RowFeeder subscription. Just drop a line to firstname.lastname@example.org and we can set you up with access to any of this data.