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What’s Driving Social Conversations This Shopping Season?

Come this Friday, we officially embark on the shopping frenzy of the year: Black Friday.

Black Friday marks the busiest shopping season for most retailers, accounting for as much as 30 percent of their annual sales. Hence, the innumerable deals and offers as retailers compete to capture the maximum share of wallet from the consumers.

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As we approach the big shopping event this Friday, let’s take a look at what is being said about it on social media.

Excitement About Black Friday Shopping

Social media users are already excited about their holiday shopping and are discussing various deals, offers, and retailers available to them. The volume of conversations about Black Friday has been going up steadily over the last 2 weeks (160% growth week over week).

Screen Shot 2016-11-23 at 9.37.23 AMTop Retailers Being Discussed

There has already been news this year about a shift in consumers’ shopping habits, with more people opting to shop online than in the stores. Therefore, it is not a surprise to see Amazon getting the largest share of voice among all the retailers being discussed as we move closer to the main shopping day.Screen Shot 2016-11-23 at 9.39.45 AM

The online retailer has been running Black Friday deals already and has announced that they will continue the offers for the next 35 days! Amazon not only received the highest number of mentions in this data period in their competitive set, they also had the highest number of interactions across their Facebook, Twitter, and Instagram profiles among the top 3 retailers in this set.Screen Shot 2016-11-23 at 9.41.39 AM Best Buy was the second most talked-about retailer on social media; however, in terms of brand interactions in the data period on the aforementioned channels, Walmart received 6 times more interactions than Best Buy.

Top Hashtags in Black Friday Conversations

Top hashtags associated with Black Friday this year so far have all been related to deals and offers. Hashtags are an important tool for marketers to facilitate discovery of their brands/products among social media users, and if used in the right manner, they can be a great addition to a successful social media campaign.Screen Shot 2016-11-23 at 9.41.18 AMWhile most of the top hashtags are related to sales/deals, it is interesting to see REI’s award-winning campaign hashtag #Optoutside capturing consumers’ attention as the consumer cooperative announced that it will close all their 149 stores on the biggest shopping day of the year, for a second consecutive year.

This resonance of the campaign with social media users is proof that consumers are not always looking for monetary benefits like deals/offers, but are also paying attention to brands that take a stand for their own values and tell a story.

Top Products in Black Friday Conversations

Xbox, TVs, and iPhones are the top three products in the Black Friday conversations on social media so far. While a majority of these conversations are driven by deals/offers on the products, there is general excitement among the shoppers to buy these three, given the low prices on offer.

Who Is Talking About Black Friday?

Women have contributed to 15% more conversations in this shopping season than men so far. The data also show that shopping experience is the most important criteria for women when it comes to shopping…

…while men are more concerned about the pricing.

We will be keeping track of the social media conversations for this shopping season, which retailer won the social conversation, and which products excited consumers the most. We will be posting updates right here on our Simply Measured Blog.

If there is any data that you are interested in or would like us to dive into, leave us a comment below or give us a shout-out on Twitter.

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Tripti Shrivastava

I'm a Social Media Analyst at Simply Measured. I love food, music, movies, and long walks. Let's talk about social media data!

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