Early studies showed that Twitter contributed nothing to Thanksgiving sales this year, at least in terms of traffic to retail sites. But data from Black Friday and Cyber Monday continues to pour in. Analysts at NMIncite read the posts for shopper feedback, while Silverpop found the brand sites with the most check-ins. These reports showed another trend: even if people weren’t shopping through Twitter, they were using the microblogging site to talk about their shopping plans.
From NM Incite:
- Social media discussion about Black Friday peaked in 2012, accounting for 2.6% of online buzz, up 15% from 2011.
- Cyber Monday buzz almost doubled relative to 2012, accounting for 1.4% of online buzz.
- The overwhelming majority of social media conversation about Black Friday and Cyber Monday was driven by consumers sharing deals and talking about deals.
- 10% of Black Friday conversation, specifically, was negative, driven largely by consumer complaints about crowds, violence and lackluster sales.
- The top shared link within Black Friday buzz was the Amazon Black Friday Deals page.
Silverpop found that many customers announced their locations on Twitter on Thanksgiving night and Black Friday. In addition to shopping, many people stopped into Starbucks or McDonalds for a quick cup of coffee or breakfast before they hit the stores. The top ten retail chains were:
- Best Buy
- Apple Store
- Sam’s Club
These findings are visualized in the infographic below.