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

Date post:01-Nov-2014
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Social media has become an integral part of how consumers connect around the holidays when conversations turn to about shopping trends. Social data guru, Tina McCorkindale, discusses: - How are holiday shopping behaviors evolving? - What trends will persist in 2014 and how can you take advantage of them? - Other key insights on the most discussed products and brands, perceptions around Black Friday, and how companies can create a better consumer experience.
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  • 1. 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
  • 2. 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
  • 3. Copyright 2014 Visible Technologies, Inc. All rights reserved.3 A Sampling of General Conversations SHOPPING KEYWORDS + HOLIDAY KEYWORDS BIG RETAILERS SHOPPING EVENTS POSITIVE vs NEGATIVE ORGANIC TOPICS Analyzing Events The 2013 Holiday Season
  • 4. Copyright 2014 Visible Technologies, Inc. All rights reserved.4 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
  • 5. Copyright 2014 Visible Technologies, Inc. All rights reserved.5 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 BlackFriday CyberMonday Last-minute 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
  • 6. Copyright 2014 Visible Technologies, Inc. All rights reserved.6 Refusal to shop Employee concern Greediness @[email protected]@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 [email protected] 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
  • 7. Copyright 2014 Visible Technologies, Inc. All rights reserved.7 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
  • 8. Copyright 2014 Visible Technologies, Inc. All rights reserved.8 PROS The deals Order from home or work Avoid crowds and lines CONS Cant touch merchandise Sold-out items So-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 !!!!
  • 9. Copyright 2014 Visible Technologies, Inc. All rights reserved.9 Why? No crowds and lines Online retailers offer Black Friday deals Research during POS Greater selection online Excellent deals More brick-and-mortar stores offer online deals Ability to handle last-minute orders Free 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 behaviorsmigrating from traditional to online
  • 10. Copyright 2014 Visible Technologies, Inc. All rights reserved.10 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 2011 2012 2013 +.2% YOY CHANGE .8% .3% -.1% .1% % Share of Discussion in Holiday Shopping Amazon beat brick-and-mortar retailers in holiday shopping discussion
  • 11. Copyright 2014 Visible Technologies, Inc. All rights reserved.11 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 about Products and Events
  • 12. Copyright 2014 Visible Technologies, Inc. All rights reserved.12 2,407,604 followers 3,703,779 followers Prominent Tweets About Holiday Shopping 814,292 followers 1,000,818 followers 486,971 followers 585,982 followers XX X 4,932,292 followers
  • 13. Copyright 2014 Visible Technologies, Inc. All rights reserved.13 Go Dos - Recommendations Gain insights from social data to tell you how consumers feelwhat they like and what are their pain points Understand whats 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
  • 14. Copyright 2014 Visible Technologies, Inc. All rights reserved.14 Results that Deliver Business Impact DataYou CanTrust Industry Experts Leading Technology + Deeper Insights The Visible Difference
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