Part of our MindMeld series, this study reviews Black Friday posts from the following retailers: Walmart, Target, Toys 'R Us, JCPenney, Kmart, Sears, Nordstrom, Best Buy, Costco and Sam's Club. We collected public conversation from across Twitter, Facebook, YouTube, forums, blogs, and other news media to analyze the sentiment for each retailer and the overall shopping experience.
Black Friday mentions peaked at 11am CST for all retailers, as shoppers got into the full swing of the experience, and were sharing what they had discovered from the morning doorbusters.
Walmart led retailers studied all day in both Volume and Share of Voice, but saw negative posts outweigh positive more than 4 to 1.
Target, JCPenney, Sears and Nordstrom led positive sentiment for retailers, with many of these statements directly about the deals being offered.
Kitschy commercials may be backfiring for K-Mart and JCPenney, as these were the primary drivers of their negative conversation sentiment.
Fighting was a significant theme of conversation, but with 96% of these mentions driven by Walmart, this story entirely rested on the shoulders of that brand.
You can read more about this story on Forbes.com, here: http://www.forbes.com/sites/markfidelman/2013/12/01/ranked-by-ibm-and-mutualmind-black-friday-winners-and-losers/