This document analyzes social media posts about Black Friday from November 28-30, 2013 in Brazil. It found that around 266,257 posts were made, with higher volumes in the morning and evenings. Many posts discussed website issues on Black Friday and investigations into fake deals. While some criticized Black Friday for fraud, sales still increased 95% from 2012 to around $424 million. The most discussed products were books, phones, and games.

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BLACK FRIDAY
IN THE SOCIAL
NETWORKS

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METHODOLOGY
Tool:
Talkwalker
Period:
November 28 to 30, 2013
Key-words sought:
“black friday” and
“blackfriday”
Networks:
Facebook and
Twitter

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BLACK FRIDAY
It is a term created by the retail of the USA to
nominate the annual sales action that always
happens in the last Friday of November, after
the holiday of Thanksgiving (Source:Wikipedia)
The event is marked by great discounts of the
retailers and to be the beginning of the
Christmas shopping.

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In Brazil, it started in 2010 and
it has more modest discounts
than in the USa.
In 2013, happened on
November 29 and turnover of
approximately 424 million
reais*.
*Source: ClearSale

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Around
266,257 posts
were made in the 3 days
Volume of posts per hour
Day 28 Day 29 Day 30

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People started to
comment the beginning
of the Black Fridayin
the webshops
Some users They signaled the
slow or the drop in the
purchase websites
Some users showed
what they would like
to buy
Day 28 Day 29 Day 30

7. In the beginning of the
morning, the first news
about frauds during the
day emerged
Between 10 a.m. and
12 a.m. of day
29, the retailers
intensified the
advertisings
Day 28 Day 29 Day 30

8. Between 7 p.m. and 9.m.
arose the news about the
investigations about fake
offers and the list of most
complaints companies
Last efforts of the
retailers and people
commenting about what
thet bought or saw the
best and worst
Day 28 Day 29 Day 30

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The most of the posts about Black Friday
were releases of the retailers, together with
jokes and comments of the users.
Mostmentionedtermsin the total buzz Mostmentionedretailersin
the totalbuzz (in %)
Submarino
Extra
Americanas
Saraiva
Ponto Frio
Walmart
Casas Bahia
1,86%
1,28%
0,79%
0,75%
0,64%
0,53%
0,41%

10. #BlackFraud
Black Friday 2013
was marked by a
higher attention and
surveillance to the
offers of the retailers
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The term
FRAUD
appeared in
4% of the posts
about Black Friday

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“Half of double” was the most used
jargon in the terms related to the frauds,
but the majority did not mention any
specific retailer
A news of Forbes
was very released,
mentioning the
frauds of the
retailers in Brazil
Mostmentionedtermstogether with fraud

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In the posts that contain some retailer, the
majority does not refer to a specific offer
Mostmentionedretailers
in the buzz about
frauds (in %)
Extra
Casas Bahia
Ponto Frio
Submarino
Americanas

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Even under strong criticism,
Black Friday 2013 sold
95% more
than in 2012, reaching R$
424 million (Source:
ClearSale)

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Around 20% posts
are from users who
bought or have
shown interest in
buying
some product in Black Friday

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The most mentioned products by
audience were books, cell
phone and the os related to
games
Mostmentionedtermsin shopping times

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Submarino and Saraiva are
the two most mentioned
retailers in shopping experiences

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Conclusions
The expectation for the beginning of the
Black Friday makes the higher volume of posts
concentrates between 11:00 p.m. and
00:00 a.m. of the previous day
Opportunities for retailers monitor and
understand the desires and expectation of the
audience to create custom offers

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Conclusions
There was a mistrust of the audience
with the offers announced in the Black
Friday
The audience is more watchful with the
price policies of the retailers. Websites
like Já Cotei and Friday Fiasco were
disseminated by audience and the own
users also dennounced alleged false offers

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Conclusions
Although Black Friday be more related to
appliances, books and cell phones
were the most mentioned products by the
audience
Books, DVDs and Games, products with less
visibility in the offers, may have good
opportunities for retailers

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THANK YOU!
Source of the images:
Cover – Tshein
Slide 2 – Kevin Dooley
Slide 3 – Beth Rankin
Slide 4 – Veja Economia
Slide 5, 6, 7 and 8 – Peter Blanchard
Slide 9 – Lars Plougmann
Slide 10, 11 e 12 – With Associates
Slide 13, 14, 15 and 16 – Jesus Léon
Slide 17, 18 and 19 – With Associates
Slide 20 – Alan Myers
Sources of news:
TechTudo
Forbes

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contato@dp6.com.br