Copyright ©2014 Visible Technologies, Inc. All rights reserved. 1 2013 Holiday Shopping Season: A Look Back at the Social Trends and What They Mean for 2014
Nov 01, 2014
Copyright ©2014 Visible Technologies, Inc. All rights reserved.1
2013 Holiday Shopping Season:A Look Back at the Social Trends and What
They Mean for 2014
Copyright ©2014 Visible Technologies, Inc. All rights reserved.2
Agenda
• Introductions• Analyzing Events Through Social Media• Holiday 2013 Wrap Up Analysis• Recommendations• Q and A• Wrap Up
Copyright ©2014 Visible Technologies, Inc. All rights reserved.3
A Sampling of General Conversations
“SHOPPING”KEYWORDS + “HOLIDAY”
KEYWORDS
BIG RETAILERS
SHOPPING EVENTS
POSITIVEvs
NEGATIVE
ORGANIC TOPICS
Analyzing Events – The 2013 Holiday Season
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2013 Trend of Holiday Shopping Discussion During Thanksgiving Week
The Buildup The Peak The Lull The 2nd Wind
0
10,000
20,000
30,000
40,000
50,000
60,000
70,000
Monday Tuesday Wednesday Thanksgiving Black Friday Saturday Sunday Cyber Monday
2013 (2.60 million posts)
2012 (1.98 million posts)
10% 11% 14% 15% 15% 10% 11% 14%
Thanksgiving is becoming as important of a shopping day as Black Friday
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0
20,000
40,000
60,000
80,000
100,000
120,000
11/1 11/4 11/7 11/10 11/13 11/16 11/19 11/22 11/25 11/28 12/1 12/4 12/7 12/10 12/13 12/16 12/19 12/22 12/25 12/28 12/31
Blac
k Fr
iday
Cybe
r Mon
day
Last
-min
ute
“So I'm going to be real!! I hate shopping. I rather for someone to spell it out for me what they want for Christmas.” - Facebook
“Tomorrow seems like a good day to start my Christmas shopping.”
“I love online shopping and sales.. Needless to say, it's been really hard to concentrate on homework since it's Cyber Monday..” - Twitter
“Had a great time going shopping on Black Friday. Macy's was very crowded. Got everything I went for.” - Facebook
“Now that I'm going through my shopping bags I realize I spent like $200 on a bunch of stuff I don't need... Waste of 13 hours 😓😓#BlackFriday.” - Twitter
“Did anyone have any luck with Cyber Monday shopping? I thought the prices were ridiculous!” - Twitter
Black Friday/Thanksgiving and last-minute shoppers drove conversation spikes
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Refusal to shop
Employee concern
Greediness
”@Walmart@Target@BestBuy I REFUSE to shop on Thanksgiving or black friday. EVERY SINGLE Christmas
gift I purchase will be bought elsewhere.”
“I spoke to a @Walmart cashier who has a 8hr shift & another 4hr shift at a different store on Thanksgiving!
SHAME on you! #savethanksgiving”
“.@Walmart is opening "Black Friday" at 6pm on Thanksgiving? Thats just pure greed smh” So is best
buy . & I work there smh 😩😩”
Excitement“RT @Chapinaax3 : I can't wait till Thanksgiving
because right after I get off of work I can't wait to gooooo.... SHOPPING!!! :)))”
Shoppers were not happy about stores being opened on Thanksgiving
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Long lines Physical Discomfort
Black Friday Detraction
“Not worth the savings for having to stand in line for 2 hours!!! Walmart needs to get their sh** together!!!
#walmartsucks!”
“I will never understand why people participate in #BlackFriday sales... I would prefer sleep anyday over long
lines and pissed off people”
“Dearest Rude girl at Walgreens.. I understand you're not happy about
working on Thanksgiving, I get it. But at least you're not out buying..”
“@(User) yeah last night. The lines were mad long and Victoria's Secret was already like sold out of alot of
things”
Rude employees and shoppers Sold-out items
Consumers continued complaining about
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PROSThe dealsOrder from home or workAvoid crowds and lines
CONSCan’t touch merchandiseSold-out itemsSo-so deals
vs
“Oh Cyber Monday how ever-awesome you are. New laptop purchased for my mother. $200 off the
usual pricing. #sweet #CyberMonday#dell”
“Idc if it's cyber monday I hate online shopping I love trying on what I want to buy, I hate looking at
a screen assuming what'll look good.”
“Cyber Monday is awesome bc I don't have to leave my house to get cute clothes”
“@nprnews Heck no. It's how I get my christmas shopping done, other than #SmallBizSat. No lines,
no pepper spray or stupidity.”
“sooo its cyber monday and i got my bonus check, was bout to get the PS4 and they all sold out
online today. damn!!!!”
“@RaysBaseball you have no good cyber Monday sales !!!!! still made my mom buy something cause
I'm a true fan !!!!”
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Why?
No crowds and linesOnline retailers offer Black Friday dealsResearch during POSGreater selection online
Excellent dealsMore brick-and-mortar stores offer
online dealsAbility to handle last-minute ordersFree shipping
“But shopping at all the stores you want at the same time in sweatpants and your own chair is better than
leaving the home.”
“Tempting to order something online... but I don't want to inconvenience my relatives by asking them favors to line up for me and whatnot. Are there black friday sales
via amazon as well?”
“I love doing research when shopping. I feel all studious!”
Sample Verbatim
“My 1st year buying most of my xmas gifts online via @amazon Prime Canada. Easy, quick delivery, & great
selection. Well done, Amazon!”
“I never bother going to an actual store on Black Friday. It's just not worth it, besides the online deals
usually end up being just as good or better”
“I love amazon prime! You get free 2 day shipping if more than $25 order! It was perfect for the last minute
online shopping. But man, I feel bad for this person who's going to deliver it on my door at 8pm!”
Black Friday will continue to draw large crowds!
Evolving holiday behaviors…migrating from traditional to online
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1.7% 1.6%
1.4%
0.8%
0.3%
2.0%
1.6% 1.5%
0.7%
0.2%
2.8%
1.9%1.7%
0.6%
0.3%
0
0.005
0.01
0.015
0.02
0.025
0.03
1 2 3 4 5
201120122013
+.2%
YOY CHANGE
.8%
.3%
-.1%
.1%
% Share of Discussion in Holiday Shopping
Amazon beat brick-and-mortar retailers in holiday shopping discussion
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Notable Prominent Terms in Holiday Shopping Tweets
0.2
0.3
0.4
0.5
0.5
0.5
0.6
1.2
1.2
1.2
1.9
6.4
0 1 2 3 4 5 6 7
AMAZON
MACBOOK
STARBUCKS
OUR CHRISTMAS
THANKSGIVING
HUNGER GAMES
MOM
BLACK FRIDAY
XBOX
IPHONE
PS4
CHRISTMAS Product-related Tweets
Event-related Tweets
“Should I buy the PS4 on Black Friday/Cyber Monday or should I wait until after Christmas? That's a good question”
“I want to get an iPhone on Black Friday, but I also don't want to spend my thanksgiving waiting in line and killing people over it.”
“Thanks to Black Friday sales & now Cyber Monday I have bought ALLL of my brothers Christmas 😊😊#spoiled #mylove”
“Exams are over so I went Christmas shopping with @neverlandzarry & then we went to watch The Hunger Games: Catching Fire. Such a good movie.”
Consumers tweeted aboutProducts and Events
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2,407,604 followers
3,703,779 followers
Prominent Tweets About Holiday Shopping
814,292followers
1,000,818followers
486,971followers
585,982 followers
XXX
4,932,292 followers
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Go Dos - Recommendations
• Gain insights from social data to tell you how consumers feel—what they like and what are their pain points
• Understand what’s driving purchasing behavior throughout the customer lifecycle
• Create a superior customer experience by learning about the social touchpoints that are important to your customers
• Use geolocation data from social media to determine the trends and issues
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Results that Deliver Business Impact
Data You Can Trust Industry Experts
Leading Technology
+Deeper Insights
The Visible Difference