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TOTAL POST VOLUME
Mentions of Black Friday over the last 7 days1,665,76
9>19% more mentions than 2014
+186% post volume change week-over-week
(Nov 23rd to 30th, 2015)
22 23 24 25 26 27 28 29 -
200,000
400,000
600,000
800,000
1,000,000
20152014
LEADING BRANDS
• Main topic dominating the conversation was related to Kohl’s Sweepstakes
• Twitter impressions were up +33.5% compared to last year
• Xbox was the product most mentioned in conjunction with Kohl’s, accounting for over 26K tweets
125K51K
+2,446%
57K-56%
Year-Over-Year % Change
71K-52%
KEY TOPICS OF CONVERSATION
566K Consumers were on the hunt for the best
deal over the holiday weekend. Both in-store
and online mentions circulated around promotions and
discounts.
A lot of consumers decided to wait for
Cyber Monday to make the bulk of their holiday purchases this year, opting out of long lines and busy stores.
Kohl’s Sweepstakes
continued to dominated the
conversation for Black Friday over the
weekend, with the store’s hashtag claiming 116K
mentions.
379K 125K
SENTIMENT• The majority of the positive mentions
were related to Cyber Monday and the comfort of shopping without standing in line
• Aside from fights, “spending more than what you have” and “less deals as in previous years” were common themes of conversation on Twitter
PositiveNegative
MEDIA CHANNELS
• +19.6% increase on Twitter since 2014
• Most retweeted topic: “Kohl’s Sweepstakes” contest
• 24.1B impressions on Twitter in relation to Black Friday
Videos
Images
Comments
Forums
Mainstream News
Blogs
Forum Replies
82
1K
8K
9K
10K
12K
19K
59K
1.6M
TOP PRODUCT MENTIONS19% of all mentions of clothing. Consumers were most eager to find deals and discounts on clothing items – sweaters, t-shirts, and shoes were among the top purchases.
Deals for Smart TV’s, Ultra HD TV’s, and the Xbox One gaming console were also leading the conversation, with consumers looking for bargain prices on these high-end products. This topic accounted for 741M impressions on Twitter.
Xbox
TV
Clothing
47K
54K
67K