With the final round of holiday shopping knocking on our door, here are seven key findings from Black Friday & Cyber Monday. Whispr Group extracted Twitter data* from 2018 and 2019 in order to derive key learnings from the shopping holidays, including which brands and retailers are winning, and what distinguishes successful campaigns.
- Black Friday conversations were 6.8 times larger than Cyber Monday conversation volume in 2019, up from a 5.5X differential in 2018. Will Black Friday continue to outgrow Cyber Monday in 2020?
- The data indicate that Black Friday conversation volume is outpacing Cyber Monday. Black Friday conversations increased +21% YoY, while Cyber Monday conversations decreased -11% YoY. Black Friday saw a +26% increase in conversational volume during the week leading up to the event, whereas Cyber Monday saw its greatest loss occur outside the peak shopping holiday week & day. Thus, we can see that Black Friday has diluted its conversational volume over the year while the conversations connected to Cyber Monday seemingly were concentrated on the day itself (only -1% YoY).
- Target was the only retailer that managed to increase its presence in conversational volume during both Black Friday (+62% YoY) and Cyber Monday. (+37% YoY).
- The Entertainment category grew the most in 2019 compared to 2018, likely a result of the release of Disney+ and Apple TV+.
- TVs surpassed smartphones as the most popular product category in 2019.
- Samsung is losing the Black Friday conversation battle against NIKE and Apple.
- Nikon is the only top brand demonstrating year-over-year growth in Cyber Monday conversation volume.
Below is an infographic highlighting our full findings.