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2013 Holiday Shopping Season:A Look Back at the Social Trends and What

They Mean for 2014

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Agenda

• Introductions• Analyzing Events Through Social Media• Holiday 2013 Wrap Up Analysis• Recommendations• Q and A• Wrap Up

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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.”

- Twitter

“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