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2015 Black Friday and Cyber Monday Trends and Analysis 11/30


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Salesforce brings you insights into the 2015 social trends and analysis of Black Friday and Cyber Monday.

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2015 Black Friday and Cyber Monday Trends and Analysis 11/30

  1. 1. Black Friday and Cyber Monday 2015 Social Trends and Analysis
  2. 2. TOTAL POST VOLUME Mentions of Black Friday over the last 7 days 1,665,769 >19% more mentions than 2014 +186% post volume change week-over- week (Nov 23rd to 30th, 2015) - 200,000 400,000 600,000 800,000 1,000,000 23 24 25 26 27 28 29 30 2015 2014
  3. 3. LEADING BRANDS • Main topic dominating the conversation was related to Kohl’s Sweepstakes • Twitter impressions were up +33.5% compared to last year • Xbox was the product most mentioned in conjunction with Kohl’s, accounting for over 26K tweets 125K 51K +2,446% 57K -56% Year-Over-Year % Change 71K -52%
  4. 4. KEY TOPICS OF CONVERSATION 566K Consumers were on the hunt for the best deal over the holiday weekend. Both in-store and online mentions circulated around promotions and discounts. A lot of consumers decided to wait for Cyber Monday to make the bulk of their holiday purchases this year, opting out of long lines and busy stores. Kohl’s Sweepstakes continued to dominated the conversation for Black Friday over the weekend, with the store’s hashtag claiming 116K mentions. 379K 125K
  5. 5. TOP HASHTAGS 88K#BlackFriday #CyberMonday #GivingTuesday 71K 14K
  6. 6. SENTIMENT • The majority of the positive mentions were related to Cyber Monday and the comfort of shopping without standing in line • Aside from fights, “spending more than what you have” and “less deals as in previous years” were common themes of conversation on Twitter Positive Negative
  7. 7. MEDIA CHANNELS • +19.6% increase on Twitter since 2014 • Most retweeted topic: “Kohl’s Sweepstakes” contest • 24.1B impressions on Twitter in relation to Black Friday 82 1K 8K 9K 10K 12K 19K 59K 1.6M Videos Images Facebook Comments Forums Mainstream News Blogs Forum Replies Twitter
  8. 8. TOP PRODUCT MENTIONS 19% of all mentions of clothing. Consumers were most eager to find deals and discounts on clothing items – sweaters, t-shirts, and shoes were among the top purchases. Deals for Smart TV’s, Ultra HD TV’s, and the Xbox One gaming console were also leading the conversation, with consumers looking for bargain prices on these high- end products. This topic accounted for 741M impressions on Twitter. 47K 54K 67K Xbox TV Clothing
  9. 9. CUSTOMER SERVICE • There were 1,528 mentions of customer service over the past 7 days • -56% fewer mentions than 2014 0 100 200 300 400 500 600 Nov 23 Nov 24 Nov 25 Nov 26 Nov 27 Nov 28 Nov 29 Nov 30