As part of an ongoing analysis of consumer buzz about the holiday shopping season, NM Incite looked at updated data and found that 2011 Black Friday buzz has already more than doubled in total compared to 2010.
As data has shown for prior years, the majority of buzz was posted in the days leading up to the shopping holiday, with the peak occurring on the day of the shopping event itself. In 2011 buzz about Black Friday/Cyber Monday peaked the day after Thanksgiving and made up 2.9 percent of all buzz that day, representing a 15 percent relative increase in the share of buzz compared to 2010.
Cyber Monday buzz has also increased compared year-over-year, and is likely to climb further as discussion of Cyber Week sales continues throughout the week. An interesting development this year comes from the increase in blog posts about Black Friday, which now accounts for 47 percent of all buzz mentioning it, led by the large volume of blog posts made weeks ahead of the shopping holiday.
What are consumers saying about Black Friday/Cyber Monday?
Looking more closely at what consumers are discussing about the shopping holiday through social media, NM Incite evaluated buzz about Black Friday/Cyber Monday to uncover popular topics. An overwhelming majority of buzz was neutral in tone, indicating that consumers rely on social media platforms to share information related to deals and sales both online and off. Another 94 percent of Cyber Monday posts were neutral in tone, with consumers sharing links to sales and deal-related news. Today’s findings reflect an earlier study by NM Incite which showed that receiving deals/discounts was one of the more popular reasons Americans use social media.
NM Incite also looked at the top 10 shared links on Twitter, and found many of the more popular links were also used to share information about Black Friday/Cyber Monday. Posts from popular news sites ranked among the most shared links on Twitter , including a story from Mashable sharing the best Black Friday deals, as well as news coverage about the shopping holiday from CNN and ABC News. The most shared links included pictures on Twitpic related to Black Friday as well. Tweets sharing deals rounded out the list of most shared links on Black Friday, whereas links to deals topped the list for Cyber Monday buzz, making the deals instantly accessible on the shopping holiday.