The document contains data on organic Twitter volume and engagement for six major UK supermarkets during the 2010 Christmas season. It also contains data on the 2021 Facebook audiences and engagement levels for the same supermarkets. While Tesco had the largest Facebook audience in 2021, their engagement level was the lowest, possibly because their audience was incentivized through deals rather than organic growth. In contrast, the supermarkets with smaller but organically grown audiences on Facebook had higher engagement levels. However, the smaller audiences may not be large enough to significantly impact Christmas sales.

1. Last Xmas
Organic Twitter Volume (est.)
6 major supermarkets Christmas 2010
350
300
250
7 per. Mov. Avg. (sainsbury's)
Average Tweets/Day
200 7 per. Mov. Avg. (co-op)
7 per. Mov. Avg. (asda)
150 7 per. Mov. Avg. (morrison's)
7 per. Mov. Avg. (waitrose)
100 7 per. Mov. Avg. (tesco)
50
0
1 Oct 8 Oct 15 Oct 22 Oct 29 Oct 5 Nov 12 Nov 19 Nov 26 Nov 3 Dec 10 Dec 17 Dec 24 Dec 31 Dec
0

2. This Year: Higher overall investment in FB
Audience Highly Engaged
Co-op 15,423 8.69%
Asda 52,686 5.46%
Waitrose 33,869 4.71%
Morrison’s 41,378 4.22%
Tesco 410,468 1.43%
Sainsbury’s 232,983 0.68%
Tesco – who have invested in audience growth using Facebook reach blocks –
seem to be struggling to maintain engagement with an audience originally
incentivised by deals.
Smaller, organically grown, audiences are more engaged – but numbers are
insufficient to make impact on Xmas.
1