Stuffing the
Social Stocking
A look into consumer social sentiment
and conversation around Black Friday
and Cyber Monday 2...
Building a Tradition
Out of Social Trends

Stores opening on Thanksgiving Day in 2013
proved to be game-changers for the h...
Talk Is Cheap

While consumers had a lot more to say about Black Friday and
Cyber Monday in 2013 than they did the year pr...
Shoppers’
Spirits Low

Consumers weren’t particularly happy about the holiday sales
creeping into their Thanksgiving Day f...
Do as I Do,
Not as I Say
Nearly 45 million consumers
shopped on Thanksgiving Day, up
from 35 million in 2012.6

Shoppers’ ...
TGIF?

However, Black Friday has brightened in consumers’ eyes compared to 2012.

72%

Average sentiment increased 72%
for...
At Your Convenience
No matter which day consumers sought out the sales,
according to their social media posts in which the...
Mobile Is
Making Its
Mark

Mobile commerce (i.e., buying on
smartphones and tablets) was expected to reach

$7.1 billion

...
“… Online retail sales could also
benefit over the Thanksgiving
weekend and on Cyber Monday
because consumers can shop
usi...
Peer
Presence
In today’s social environment, retailers can’t afford
to be silent or ignore the chatter.

57.1%

53.9%

53....
A New
Generation
of Shoppers

The Millennial generation is set to overtake Baby Boomers as the
primary spender in the reta...
Blurred
Lines
No retailer wanted to be late to the
table this Thanksgiving weekend.

“The only Black Friday
shopping I’ve ...
Are You Prepared?

We’ve entered a new era of how we look
at and interact with today’s consumer.
Discover more trends and ...
For more details on retail
solutions from SAP,
visit SAP Retail today.

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Social Media Analysis: Unwrapping the Holiday Chatter of 2013

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In response to the deluge of tweets, Facebook posts, comments, message boards, and community posts related to holiday shopping, SAP leveraged the power of the SAP Social Media Analytics application by NetBase to follow these social conversations and uncover key insights for retailers and consumer product companies. Having completed the same analysis in the 2012 holiday shopping season, we were curious what trends we can uncover from social media conversations. This slideshare captures the key findings from our analysis, and the trends that are driving change in this annual activity.

View the related infographic at http://blogs.sap.com/innovation/industries/dashing-crowds-find-social-sentiment-01240496?campaigncode= CRM-XH13-TLD-HLDYWV2SS

Learn more about SAP Social Media Analytics at http://global.sap.com/campaign/na/usa/CRM-XH13-TLD-HLDYWV1/index.html?campaigncode=CRM-XH13-TLD-HLDYWV2SS

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Social Media Analysis: Unwrapping the Holiday Chatter of 2013

  1. 1. Stuffing the Social Stocking A look into consumer social sentiment and conversation around Black Friday and Cyber Monday 2013 sales. 1
  2. 2. Building a Tradition Out of Social Trends Stores opening on Thanksgiving Day in 2013 proved to be game-changers for the holiday shopping season. More time to shop gave consumers more time to talk, and they shared a variety of thoughts and feelings about this year’s Thanksgiving weekend shopping sprees. But did all the consumer chatter turn into dollar signs for retailers? 2
  3. 3. Talk Is Cheap While consumers had a lot more to say about Black Friday and Cyber Monday in 2013 than they did the year prior, their words didn’t necessarily translate into action. Yet, total purchases for the weekend fell 2.8% to $54.7 billion in 2013.3 Total volume of Black Friday mentions in 2013 was more than five times the volume of 2012.1 More than 141 million shoppers took advantage of Thanksgiving weekend deals.4 That’s almost one out of every two Americans. Total volume of Cyber Monday mentions in 2013 almost quadrupled from 2012.2 1. SAP Social Media Analytics by Netbase, December 2013. 2. Ibid. 3. Prosper Insights for the National Retail Federation. December 1, 2013. 4. Ibid. 3
  4. 4. Shoppers’ Spirits Low Consumers weren’t particularly happy about the holiday sales creeping into their Thanksgiving Day feasting. Social media sentiment on Thanksgiving Day dipped to 17%, the second-lowest percentage registered in the two-week period surrounding the shopping weekend.5 But that didn’t stop shoppers from taking advantage of the deals. 5. SAP Social Media Analytics by Netbase, December 2013. 4
  5. 5. Do as I Do, Not as I Say Nearly 45 million consumers shopped on Thanksgiving Day, up from 35 million in 2012.6 Shoppers’ Tweets “I really dislike how Black Friday shopping started on Thanksgiving. People should be home with their family, not waiting in line for stores.” Posted November 29, 2013 6. Prosper Insights for the National Retail Federation. December 1, 2013. “Black Friday is ruining Thanksgiving. People are forgetting the real meaning of this holiday.” Posted November 28, 2013 “Thanksgiving/Black Friday is my new favorite holiday. #TurnUp” Posted November 29, 2013 5
  6. 6. TGIF? However, Black Friday has brightened in consumers’ eyes compared to 2012. 72% Average sentiment increased 72% for the almost two-week period around Black Friday in 2013. 7. SAP Social Media Analytics by Netbase, December 2013. Black Friday Cyber Monday 43% Cyber Monday once again won the popularity contest over Black Friday in 2013, according to average consumer sentiment around the weekend.7 Based on a scale of -100% to +100%, where 0% is neither positive nor negative, consumers’ general feelings around Black Friday and Cyber Monday varied. 87% “Black Friday was a successssssss. I’m so glad the sales we wanted started earlier than last years.” Posted November 29, 2013 “Cyber Monday has better deals than Black Friday.” Posted November 28, 2013 6
  7. 7. At Your Convenience No matter which day consumers sought out the sales, according to their social media posts in which they shared their thoughts and feelings about the deal days, it appears their overall shopping experience in 2013 was more convenient than 2012’s. Black Friday Sentiment Cyber Monday Sentiment Is the increase in mobile shopping playing a factor here? 7
  8. 8. Mobile Is Making Its Mark Mobile commerce (i.e., buying on smartphones and tablets) was expected to reach $7.1 billion Overall mobile transactions for Thanksgiving Day and Black Friday increased 219% from 2012.9 8. comScore, “comScore Forecasts 14% Growth to $48.1 Billion for 2013 U.S. Holiday Desktop E-Commerce Spending,” November 26, 2013. 9. Usablenet, “Holiday Wrap: Mobile Jumps in Visits, Order Size and Sales,” December 2, 2013. 10. Shopatron, “Cyber Monday Sees Record-Breaking eCommerce Sales Growth, According to Shopatron,” December 3, 2013. for the November-December 2013 holiday season, representing 13% of total digital commerce.8 Mobile transactions accounted for 20% of Cyber Monday order volume, a 54% increase over 2012.10 8
  9. 9. “… Online retail sales could also benefit over the Thanksgiving weekend and on Cyber Monday because consumers can shop using their mobile phones and tablets in the comfort of their homes surrounded by family.” Anita D. Bhappu, PhD, associate professor and program chair, retailing and consumer sciences, at The University of Arizona 9
  10. 10. Peer Presence In today’s social environment, retailers can’t afford to be silent or ignore the chatter. 57.1% 53.9% 53.9% of shoppers will use social media while shopping in-store and 57.1% of that group will read product reviews while shopping. 64.8% of consumers will turn to social media sites to find the perfect gift.12 53% of Twitter users have made a purchase based on something they’ve seen on Twitter.13 11. Crowdtap: “The Social Side of Holiday Shopping.” 12. Ibid. 13. DB5: “Study: Twitter’s Influence on Holiday Shopping,” October 7, 2013. 10
  11. 11. A New Generation of Shoppers The Millennial generation is set to overtake Baby Boomers as the primary spender in the retail world. This tech-savvy, social-mediaengaging force is becoming increasingly mobile, and retailers need to respond accordingly. By 2020, Millennials will account for $1.4 trillion in spending, or 30% of total retail sales.14 95% of Millennials said they want their retail brands to “court them” with digital coupons.15 More than threequarters (76.2%) of 18- to 34-year-olds shopped or planned to shop over the holiday weekend – higher than any other age group.16 14. comScore, “comScore Forecasts 14% Growth to $48.1 Billion for 2013 U.S. Holiday Desktop E-Commerce Spending,” November 26, 2013. 15. Usablenet, “Holiday Wrap: Mobile Jumps in Visits, Order Size and Sales,” December 2, 2013. 16. Shopatron, “Cyber Monday Sees Record-Breaking eCommerce Sales Growth, According to Shopatron,” December 3, 2013. 11
  12. 12. Blurred Lines No retailer wanted to be late to the table this Thanksgiving weekend. “The only Black Friday shopping I’ve done is the online kind. It’s the best way to avoid crowds and you get what you want too.” Posted November 29, 2013 Online vendors didn’t wait until Cyber Monday to begin offering some of their discounts and free shipping deals – a strategic move to compete more aggressively with brick-and-mortar retailers. Likewise, brick-and-mortar stores stretched their sales through Cyber Monday, often offering joint in-store and online deals. As more retailers begin to offer holiday deals earlier and earlier, it appears the lines between Black Friday and Cyber Monday continue to blur, blending into one giant sales event rather than distinct deal days. Nearly half (66 million) of Black Friday shoppers took advantage of online deals, representing a 15% year-over-year increase.17 17. comScore, “Black Friday Billions: $1.2 Billion in Desktop E-Commerce Spending Marks First Billion-Dollar Online Shopping Day of the 2013 Holiday Season,” December 1, 2013. 12
  13. 13. Are You Prepared? We’ve entered a new era of how we look at and interact with today’s consumer. Discover more trends and insight into shopper social sentiment and conversation. View the 2013 Black Friday vs. Cyber Monday infographic. Or, if you’re still looking for the perfect gift for that special someone, check out SAP’s dynamic dashboard that monitors social conversations on the holiday’s hottest toys. 13
  14. 14. For more details on retail solutions from SAP, visit SAP Retail today. 14

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