2015 Social Media Preview

BLACK FRIDAY & CYBER MONDAY

TOTAL POST VOLUME

Mentions of Black Friday from October 1st to Nov 2nd, 2015225,796

01/10 08/10 15/10 22/10 29/100

10,000

20,000

30,000

40,000

20152014

<11% less mentions compared to 2014

LEADING BRANDS

• Mentions of REI’s decision to close its stores on Black Friday.

• Increase of 6557% • #OptOutside was used in 36K

of tweets.

67K 5K-35%

4K-64%

3K+132%

KEY TOPICS OF CONVERSATION

67KREI’s decision to close its stores during Black

Friday. Although shoppers were looking

forward its sales, significant number of mentions are positive

towards this close.

Mentions of Cyber Monday as the way to

shop during this Holiday season. Over

53% of these mentions revealed that people

may opt for a click of a button rather than standing in lines.

Thanksgiving related conversations,

including planning to spend shop early & enjoy family time

later.

20K 15K

SENTIMENTPositive sentiment was driven by:

PositiveNegativeMixed

• People excited about sales during Black Friday.

• More family time after rumours of more stores closing on Black Friday.

• People getting excited about Cyber Monday.

TOP HASHTAGS

36K#OptOutside#Black Friday#REI

24K2K

MEDIA CHANNELS

• 19% increase on Twitter since 2014

• Most tweeted topic: “REI will close its stores on Black Friday”

• 1.1B impressions on Twitter in relation to Black FridayVideos

Images

News

Comments

Blogs

Facebook

Forums & Replies

Twitter

17

32

1.6K

2K

3K

14K

24K

180K

TOP PRODUCT MENTIONS

• 15% mentions of Footwear. Nike, Uggs, and Kanye West sneakers led the conversation.

Clothing

TVs

Footwear

5K

5.8K

6K

• TVs and clothing sales were also mentioned, mainly on Twitter and Forum sites.

• Most mentioned among electronics: xBox, 3K mentions and iPads, 1,1K mentions