Social media has become an integral part of how consumers connect around the holidays when conversations turn to about shopping trends. Social data guru, Tina McCorkindale, discusses: - How are holiday shopping behaviors evolving? - What trends will persist in 2014 and how can you take advantage of them? - Other key insights on the most discussed products and brands, perceptions around Black Friday, and how companies can create a better consumer experience.

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2013 Holiday Shopping Season:
A Look Back at the Social Trends and What
They Mean for 2014

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Agenda
• Introductions
• Analyzing Events Through Social Media
• Holiday 2013 Wrap Up Analysis
• Recommendations
• Q and A
• Wrap Up

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A Sampling of General Conversations
“SHOPPING”
KEYWORDS + “HOLIDAY”
KEYWORDS
BIG
RETAILERS
SHOPPING
EVENTS
POSITIVE
vs
NEGATIVE
ORGANIC
TOPICS




Analyzing Events – The 2013 Holiday Season

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2013 Trend of Holiday Shopping Discussion During Thanksgiving Week
The Buildup The Peak The Lull The 2nd Wind
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Monday Tuesday Wednesday Thanksgiving Black Friday Saturday Sunday Cyber Monday
2013 (2.60 million posts)
2012 (1.98 million posts)
10% 11% 14% 15% 15% 10% 11% 14%
Thanksgiving is becoming as important
of a shopping day as Black Friday

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0
20,000
40,000
60,000
80,000
100,000
120,000
11/1 11/4 11/7 11/10 11/13 11/16 11/19 11/22 11/25 11/28 12/1 12/4 12/7 12/10 12/13 12/16 12/19 12/22 12/25 12/28 12/31
BlackFriday
CyberMonday
Last-minute
“So I'm going to be real!! I hate
shopping. I rather for someone to
spell it out for me what they want
for Christmas.” - Facebook
“Tomorrow seems like a good day
to start my Christmas shopping.”
- Twitter
“I love online shopping and sales..
Needless to say, it's been really
hard to concentrate on homework
since it's Cyber Monday..” - Twitter
“Had a great time going shopping
on Black Friday. Macy's was very
crowded. Got everything I went
for.” - Facebook
“Now that I'm going through my
shopping bags I realize I spent like
$200 on a bunch of stuff I don't
need... Waste of 13 hours 😓😓
#BlackFriday.” - Twitter
“Did anyone have any luck with
Cyber Monday shopping? I
thought the prices were
ridiculous!” - Twitter
Black Friday/Thanksgiving and last-minute
shoppers drove conversation spikes

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Refusal to shop
Employee concern
Greediness
”@Walmart@Target@BestBuy I REFUSE to shop on
Thanksgiving or black friday. EVERY SINGLE Christmas
gift I purchase will be bought elsewhere.”
“I spoke to a @Walmart cashier who has a 8hr shift &
another 4hr shift at a different store on Thanksgiving!
SHAME on you! #savethanksgiving”
“.@Walmart is opening "Black Friday" at 6pm on
Thanksgiving? Thats just pure greed smh” So is best
buy . & I work there smh 😩😩”
Excitement
“RT @Chapinaax3 : I can't wait till Thanksgiving
because right after I get off of work I can't wait to
gooooo.... SHOPPING!!! :)))”
Shoppers were not happy about stores
being opened on Thanksgiving

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Long lines Physical Discomfort
Black Friday Detraction
“Not worth the savings for having to
stand in line for 2 hours!!! Walmart
needs to get their sh** together!!!
#walmartsucks!”
“I will never understand why people
participate in #BlackFriday sales... I
would prefer sleep anyday over long
lines and pissed off people”
“Dearest Rude girl at Walgreens.. I
understand you're not happy about
working on Thanksgiving, I get it. But
at least you're not out buying..”
“@(User) yeah last night. The lines
were mad long and Victoria's Secret
was already like sold out of alot of
things”
Rude employees and shoppers Sold-out items
Consumers continued complaining about

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PROS
The deals
Order from home or work
Avoid crowds and lines
CONS
Can’t touch merchandise
Sold-out items
So-so deals
vs
“Oh Cyber Monday how ever-awesome you are.
New laptop purchased for my mother. $200 off the
usual pricing. #sweet #CyberMonday#dell”
“Idc if it's cyber monday I hate online shopping I
love trying on what I want to buy, I hate looking at
a screen assuming what'll look good.”
“Cyber Monday is awesome bc I don't have to
leave my house to get cute clothes”
“@nprnews Heck no. It's how I get my christmas
shopping done, other than #SmallBizSat. No lines,
no pepper spray or stupidity.”
“sooo its cyber monday and i got my bonus check,
was bout to get the PS4 and they all sold out
online today. damn!!!!”
“@RaysBaseball you have no good cyber Monday
sales !!!!! still made my mom buy something cause
I'm a true fan !!!!”

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Why?
No crowds and lines
Online retailers offer Black Friday deals
Research during POS
Greater selection online
Excellent deals
More brick-and-mortar stores offer
online deals
Ability to handle last-minute orders
Free shipping
“But shopping at all the stores you want at the same
time in sweatpants and your own chair is better than
leaving the home.”
“Tempting to order something online... but I don't want
to inconvenience my relatives by asking them favors to
line up for me and whatnot. Are there black friday sales
via amazon as well?”
“I love doing research when shopping. I feel all
studious!”
Sample Verbatim
“My 1st year buying most of my xmas gifts online via
@amazon Prime Canada. Easy, quick delivery, & great
selection. Well done, Amazon!”
“I never bother going to an actual store on Black
Friday. It's just not worth it, besides the online deals
usually end up being just as good or better”
“I love amazon prime! You get free 2 day shipping if
more than $25 order! It was perfect for the last minute
online shopping. But man, I feel bad for this person
who's going to deliver it on my door at 8pm!”
Black Friday will continue to draw large crowds!
Evolving holiday behaviors…migrating
from traditional to online

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1.7% 1.6%
1.4%
0.8%
0.3%
2.0%
1.6%
1.5%
0.7%
0.2%
2.8%
1.9%
1.7%
0.6%
0.3%
0
0.005
0.01
0.015
0.02
0.025
0.03
1 2 3 4 5
2011
2012
2013
+.2%
YOY
CHANGE
.8%
.3%
-.1%
.1%
% Share of Discussion in Holiday Shopping
Amazon beat brick-and-mortar retailers
in holiday shopping discussion

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Notable Prominent Terms in
Holiday Shopping Tweets
0.2
0.3
0.4
0.5
0.5
0.5
0.6
1.2
1.2
1.2
1.9
6.4
0 1 2 3 4 5 6 7
AMAZON
MACBOOK
STARBUCKS
OUR CHRISTMAS
THANKSGIVING
HUNGER GAMES
MOM
BLACK FRIDAY
XBOX
IPHONE
PS4
CHRISTMAS
Product-related Tweets
Event-related Tweets
“Should I buy the PS4 on Black Friday/Cyber Monday
or should I wait until after Christmas? That's a good
question”
“I want to get an iPhone on Black Friday, but I also
don't want to spend my thanksgiving waiting in line
and killing people over it.”
“Thanks to Black Friday sales & now Cyber Monday I
have bought ALLL of my brothers Christmas 😊😊
#spoiled #mylove”
“Exams are over so I went Christmas shopping with
@neverlandzarry & then we went to watch The
Hunger Games: Catching Fire. Such a good movie.”
Consumers tweeted about
Products and Events

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2,407,604
followers
3,703,779
followers
Prominent Tweets About Holiday Shopping
814,292
followers
1,000,818
followers
486,971
followers
585,982
followers
XX
X
4,932,292
followers

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Go Dos - Recommendations
• Gain insights from social data to tell you how consumers feel—what
they like and what are their pain points
• Understand what’s driving purchasing behavior throughout the
customer lifecycle
• Create a superior customer experience by learning about the social
touchpoints that are important to your customers
• Use geolocation data from social media to determine the trends and
issues

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