Black Friday and Cyber Monday

2015 Social Trends and Analysis

TOTAL POST VOLUME

Mentions of Black Friday from October 1st to Nov 10th, 2015619,558

>21% more mentions than 2014

01/10 08/10 15/10 22/10 29/10 05/110

10,000

20,000

30,000

40,000

50,000

60,000

20152014

Nearly 1% post volume change week-over-week

LEADING BRANDS

• Best Buy owned the conversation once dominated by REI’s #OptOutside trend.

• Best Buy mentions increased by 86% year-over-year.

164K 74K7670%

15K-19%

18K+12%

Year-Over-Year % Change

KEY TOPICS OF CONVERSATION

165KConversation surrounding Best Buy increased 86%

over last year. This increase was due to the

Black Friday Pre-Sale that occurred in select stores on November 7th and a contest that took place

on Twitter.

Consumers are still continuing to scope out

where the best sales will take place –

comparing store deals with online promotions.

REI continues to lead the conversation by choosing to close its store during Black

Friday. The #OptOutside hashtag was used more

than 39K times in relation to the brand.

85K 74K

SENTIMENTPositive sentiment was driven by:

• Excitement continues to grow as Black Friday fast approaches.

• Negative sentiment is driven by consumers who do not want to lose family time and/or spend time in the stores.

PositiveNegative

Videos

Images

News

Comments

Blogs

Facebook

Forums

Twitter

0 100,000 200,000 300,000 400,000 500,000 600,000

MEDIA CHANNELS

• 59.4% increase on Twitter since 2014

• Most retweeted topic: “REI will close its stores on Black Friday”

• 1.5B impressions on Twitter in relation to Black Friday

TOP HASHTAGS

59K#BlackFriday#OptOutside#BestBuy

40K19K

TOP PRODUCT MENTIONS

• 27% of conversation was about TVs. Samsung was the brand most mentioned, with 2K.

Clothing sales (jeans, jackets, and intimate apparel), smartphones (Apple and Samsung), and footwear (Converse, Uggs, and New Balance) were frequently mentioned.

Electronics

Footwear

Phones

Clothing

TVs

9K

10K

13K

14K

17K