Amazon leading the way for Black Friday mentions

November 27, 2015


Amazon – one of the key driving forces behind online Black Friday deals – are leading the way for social media mentions, according to the latest real-time analysis of Twitter comments from eDigitalResearch.

Further analysis indicates that comments focused around the online giant are fairly positive, with 33% of mentions deemed ‘positive’ or ‘very positive’ by eDigitalResearch’s HUB Text Analytics sentiment analysis tool. Other retailers starting to muscle in on the Black Friday social space include GAME, Victoria’s Secret and eBay.

Elsewhere, there is increasing talk around various products – including smartphones, gadgets and headphones – as well as a growing number of comments mentioning logistics and delivery.

After the overwhelming response to Black Friday last year, many retailers and couriers failed to cope with the sheer demand the one day sales event created delaying delivery by a number of days – these results suggest that logistics are a growing concern for Black Friday shoppers and supports the emerging theory that more Black Friday purchases are being made online this year.

So far today we’ve failed to see the sort of pandemonium we saw last year in stores and on the high street, suggesting more shoppers have headed online. Early indications revealed that sites appeared to be coping with the Black Friday demand – according to eDigitalResearch’s real-time analysis of twitter comments, no retailer was yet to be singled out for usability issues or poor experiences.

Steve Brockway, Managing Director at eDigitalResearch, comments, “The popularity of last year’s Black Friday took a lot of retailers and analysts by surprise. This year, retailers appear to have weathered the storm with strategies that have seen deals spread across a number of days.

“With delivery and logistics an emerging theme amongst some Twitter users, the challenge now will be to ensure retailers keep customers well informed, highlighting early-on in the customer journey if delays are likely”.

eDigitalResearch will continue to monitor the shopper reaction to Black Friday throughout the day and share emerging trends as the day heads towards the evening peak online shopping period.