REPORT: Amazon Dominates Black Friday, Cyber Monday on Facebook, Twitter

The big winner in the 2014 editions of Black Friday and Cyber Monday was Amazon, as the online retail giant was tops in mentions on Facebook and Twitter on both major shopping days, as well as posting the quickest average response time on those days, according to social marketing and analytics platform Engagor.

HolidayShoppingTablet650The big winner in the 2014 editions of Black Friday and Cyber Monday was Amazon, as the online retail giant was tops in mentions on Facebook and Twitter on both major shopping days, as well as posting the quickest average response time on those days, according to social marketing and analytics platform Engagor.

Engagor examined the social chatter generated by nine top retailers, with Black Friday counting as Friday, Nov. 28, from 12:01 a.m. to 11:59 p.m. (ET) and Cyber Monday as the same hours Monday, Dec. 1, finding that the nine retailers were responsible for a total of 266,166 Facebook and Twitter mentions on Black Friday and 249,372 on Cyber Monday. Other findings included:

Black Friday mentions:

  1. Amazon: 126,115
  2. Walmart: 69,050
  3. Best Buy: 44,818
  4. Target: 38,616
  5. Macy’s: 18,978
  6. Sears: 11,425
  7. Kohl’s: 11,031
  8. JCPenney: 5,190
  9. Kmart: 4,207

Cyber Monday mentions:

  1. Amazon: 182,401
  2. Target: 36,738
  3. Macy’s: 25,892
  4. Best Buy: 21,473
  5. Kohl’s: 14,559
  6. Walmart: 11,904
  7. JCPenney: 8,678
  8. Sears: 4,045
  9. Kmart: 1,763

Top Black Friday hashtags:

  1. #blackfriday
  2. #amazongiveaway
  3. #kohlssweeps
  4. #walmartstrikers

Top Cyber Monday hashtags:

  1. #cybermonday
  2. #amazongiveaway
  3. #cm2014
  4. #blackfriday

Overall Black Friday sentiment:

  • Positive: 18 percent
  • Negative: 14 percent
  • Neutral: 68 percent

Black Friday sentiment drivers:

  • Positive: Contests and giveaways (ex. #kohlssweeps)
  • Negative: Protests at Walmart and the crowds

Overall Cyber Monday sentiment:

  • Positive: 10 percent
  • Negative: 8 percent
  • Neutral: 82 percent

Cyber Monday sentiment drivers:

  • Positive: Walmart’s #chosenbykids videos on the toys they want for Christmas, Cyber Monday deals, Amazon robots
  • Negative: Macy’s and Kohl’s websites crashing due to traffic overload, in-store customer service (Sears, Best Buy, Macy’s), phone customer service (Walmart)

Average response times, Black Friday and Cyber Monday combined:

  1. Amazon: 13 minutes
  2. JCPenney: 50 minutes
  3. Target: 1 hour
  4. Macy’s: 1 hour, 1 minute
  5. Sears: 1 hour, 3 minutes
  6. Kohl’s: 1 hour, 26 minutes
  7. Kmart: 2 hours, 12 minutes
  8. Walmart: 2 hours, 18 minutes
  9. Best Buy: 2 hours, 33 minutes

Readers: What were your Black Friday and Cyber Monday shopping experiences like?

Image courtesy of Shutterstock.