We’re not saying shopping season is over, we’re just saying the biggest weekend has come and gone. Black Friday and Cyber Monday are behind us. What can we do now? Study the data of course! Social marketing and analytics platform, Engagor, aggregated US data from the weekend, but not just any data – the things people said online.
Shopping for the holiday season started early this year, but there’s no doubt that proper Black Friday and Cyber Monday are still the biggest shopping days of the year. While there is tons of data surfacing from this past weekend, this study is based on the social media chatter from Twitter and Facebook.
What they looked at:
- Aggregated social chatter from 9 top retailers
- Friday, Nov. 28, from 12:01 a.m. to 11:59 p.m.
- Monday, Dec. 1, from 12:01 a.m. to 11:59 p.m.
- Twitter and Facebook
Amazon, Walmart, Best Buy, Target, Macy’s, Sears, Kohl’s, JCPenney, Kmart
Here’s how it breaks down (the social media data part):
Amazon took the win both for Black Friday and Cyber Monday with the most mentions and the most hashtags in connection to their brand. Black Friday mentions totaled 266,166 with the top three mentions by Amazon, Walmart and Best Buy, respectively. Cyber Monday mentions totaled 249,372 with the top three mentions by Amazon, Target, and Macy’s.
The top three hashtags for both days combined were #blackfriday, #cybermonday, and #amazongiveaway.
In terms of mood, the social chatter bugs were pleased with Black Friday contests and giveaways but protests and crowds ruined the good cheer. Cyber Monday’s online shoppers were grateful for good deals, Amazon robots and Walmart’s #chosenbykids campaign. The negatives were Macy’s and Kohl’s websites crashing due to traffic overload, in-store customer service (for those who shopped in-store), and specifically, Walmart’s phone customer service.
Amazon was also the fastest online to respond to online customer inquiries, with an average of 13 minutes. Second place trailed behind with a response time of 50 minutes by JCPenney, and a one hour response time by Target.
Stay tuned: Next week we’ll announce the winners of the Thanksgiving giveaway!