The social network said in a blog post that there were more than 80 million tweets related to the holidays between July 2016 and January 2017.
Brandwatch will help Twitter sort through holiday-related tweets with a focus on those that demonstrate purchase intent, while Cheddar will help present those insights through the Cheddar #HolidayIsHappening News Desk.
Twitter offered more details on the insights it will focus on: “We will be sharing these insights as quickly as the conversations are unfolding on Twitter, uncovering trends found on holiday shopping behavior and offering brands ways to hone in on these behaviors for a successful holiday season on Twitter. These insights will include the hottest gifts, the most-talked-about brands of the week, top tweeted emojis and most mentioned hashtags, spanning across various categories such as gadgets and toys, auto, fashion, entertainment and food and drink.”
The Cheddar #HolidayIsHappening News Desk will kick off on @cheddar Nov. 9 at 3 p.m. ET and run every Tuesday and Friday from 3 p.m. to 4 p.m.
Twitter also said it will hand-deliver the insights to “select agencies in New York City via an interactive #HolidayIsHappening experience” from Tuesday through Thursday of this week.