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Now that the trees are packed and the family visits are good to go for another year, we’re taking our new-found free time and diving into the impact holiday shopping had on the social space.

From the brands that owned the conversation, to the top retailers to what consumers loved and hated, we discovered the answers by analyzing more than 5.5 million conversations during the peak shopping period of Nov. 2 to Dec. 1 2017.

Using Kairos, our audience analytics platform that layers public social data with machine learning to create and provide real-time insights, we found that consumers were more interested in Black Friday than they were in Cyber Monday. In fact, there were four times as many conversations on Black Friday than on Cyber Monday, more specifically, these conversation spikes occurred two days before Black Friday and one day after.

Let’s dig into what was keeping the conversation strong, check out our findings below:

Black Friday Top Retailers

The top retailer, perhaps unsurprisingly were Amazon with 34 percent more posts occurring around Black Friday than Walmart, another huge retailer known for its holiday-focused deals.

Next up was Walmart, but the brand was hit hard with negativity, pulling in 91 percent negative emotions. Consumers were upset with how busy Walmart was and the ensuing fights the holiday season arouses in the name of gift-giving and goodwill.

Finally, Best Buy came in third with its well, best buys. The retailer offered deals that resonated with consumers who rewarded the brand by spreading its sales like wildfire.


Black Friday Top Brands

The top three retailers were:

  1. McDonalds
  2. Apple
  3. Playstation

Consumers were jumping on high-ticket items offering discounts and needing snacks along the way, just to keep the spending-spree momentum going strong. But, McDonalds offered far more than the jolt calories sufficient for a full day, it offered sick, sick burns. It’s wit and humor kept the brand top-of-mind for social consumers.

For Apple, it was the announcement and release if its new iPhone X. Despite a price-tag that rivals some mortgages, it was selling out and consumers couldn’t wait to explore its capabilities.   


Cyber Monday Top Retailers

Like Black Friday, Amazon led the charge (on more than just credit cards!) even though some were predicted that Wal-Mart Stores, Inc would be within striking distance of matching Amazon.com Inc’s online prices for the first time, which would be a key milestone in its effort to regain the “low price leader” title. In fact, Amazon had 16 times more of the consumer conversation power than Wal-Mart because of its deals and availability. But, Wal-Mart was close behind Amazon, and Ebay came in third because of people selling and buying deals that they may have missed out on on Black Friday or Cyber Monday.

Cyber Monday Top Brands


Tech-related brands remained in the top for purchases during the holiday season. The most purchased brand item was of course, Nintendo with its handheld gaming device called Nintendo Switch. Samsung followed and Playstation was the third most popular brand.


Gender + Product Category

Men tended to gravitate toward technology and computing as their favorite product category. However,  there was a 73.5 percent drop in engagement from Black Friday to Cyber Monday.

Love + Hate




Audiences for Holiday Shopping


E-commerce Affect of Holiday Shopping

We evan examined the impact that e-commerce had on holiday shopping and found that 41 percent of the  holiday shopping conversation referenced either shopping online or researching products and prices via internet.
Also, surprisingly, e-commerce shoppers are slightly more positive than general shoppers. We found that e-commerce shoppers were 96 percent positive about the experience versus general shoppers who were 89% positive about the experience. 

For more details like this and to find out about your brand, get in touch with Networked Insights at, www.networkedinsights.com.


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