Mapping Black Friday insanity on Twitter

CONSUMER FACT SHEET BLACK FRIDAY Last year, the National Retail Federation reported that 212 million individuals hit the shopping aisles on Black Friday, spending an estimated $45 billion. We analyzed over 270,000 Tweets from 9/26/11 to 11/17/11 to find out where your fellow shoppers will be this November 25th, and what products they will be sprinting down the aisle to get their hands on. who are they? • The 5 highlighted states are engaging in the most conversation about Black Friday on Twitter. 504 309 California New York 199 Illinols 53% 47% There are slightly more men than women talking about Black Friday. 272 250 Техas Florida • where will they shop? • The following examines the top retailers where people Tweeted they would shop on Black Friday. Stores opening at 10:00 pm are highlighted in blue. Stores opening at midnight are highlighted in red. (Source: CNN Money) Walmart* BEST BUY macys Save money, Live better. TARGET 21% 20% 13% 11% 10% 9% 9% amazon.com kmart КОНLS NORDSTROM Hall & Partners The USNOW Holiday Shopping Poll of 2010 revealed that 25% of shoppers said they took advantage of the leaked ads that appeared before Black Friday. • who will they buy for? • The following examines Tweets that specify who shoppers will be buying for on Black Friday. Themselves - 46% Others - 36% Both - 18% Hall & Partners 26% of shoppers said they were purchasing gifts for others throughout the holiday season of 2010. This may indicate that shoppers are more likely to buy for others during Black Friday than during the holidays. what will they buy? • The following are the items that shoppers Tweeted they plan on purchasing on Black Friday, organized by category. The highlighted and numbered products are the top overall. COMPUTERS AND TABLETS iPad 2 MacBook Pro HP Laptop 18% DVDS, MUSIC, AND VIDEO GAMES XBox 360 and Kinect Call of Duty: MW3 PlayStation 3 17% SHOES Black Air Jordan Cement 3s Black Air Yeezy 2 Black Tim Duncan's 16% CLOTHES Polo Ralph Lauren The North Face Victoria's Secret 14% THE NORTH FACE VICTORIA'S SECRET POLO TVS Flat Screen 3D 42 Inch 12% 3D 42 in CELL PHONES AND CAMERAS iPhone 4S Galaxy Nexus Evo 4G hTC 9% "Numerous smaller categories make up the remaining 14%. Hall & Partners In a recent study, 69% of shoppers stated that they trust the Internet for information on products and services (versus 43% who said magazines, and 35% who said TV). And 55% of shoppers say they're less impulsive shoppers because of the internet - they now take the time to research. Tablet Wars kindle For every 10 times the iPad 2 is talked about in relation to Black Friday, the Kindle Fire is mentioned just once. Shoppers tend to discuss brands on social media that they are engaged and familiar with. Amazon is trusted, but Kindle Fire 10:1 conversation won't pick up until more people have used it. Mashwork, Inc. and Hall & Partners are in no way affilated with, or sponsored by, the brands mentioned in this infographic. mashw rk For methodology and more info email: [email protected] 349 5th Ave · New York, NY 10016 • mashwork.com Translating the social web > Gender sample size: 1,676 3,839 2011 Sample size: 2,158 Tweets Sample size: 100,333 weets Sample size: 163,675 Tweets