Wal-Mart Leads Social Media Engagement for Black Friday

Amongst retailers, Wal-Mart has the highest Black Friday engagement.


Wal-Mart is the top brand for content engagement surrounding Black Friday and Cyber Monday, according to data from web-tracking company AddThis. The retailer led 48 percent of engagement for Black Friday and 40 percent of engagement for Cyber Monday. Tied at a distant second place was Kmart and Sears, with 12 percent, while Amazon came in third.

AddThis analyzed data from 1.8 billion web users Nov. 1 to 19. Consumers are most interested in clothing and electronics for the holiday shopping weekend. Pinterest is also hugely important during this holiday shopping season. Here are some insights into consumers’ social-sharing habits:

  • Facebook: 35 percent of shoppers shared Black Friday deals, and 38 percent shared Cyber Monday deals.
  • Twitter: Black Friday sharing was down 6 percent year-over-year, while Cyber Monday sharing dropped 19 percent.
  • Pinterest: Black Friday sharing increased 40 percent year-over-year, and Cyber Monday sharing is up by 33 percent.