Black Friday starts with over 30,000 social media mentions

November 27, 2015

Black Friday

The shopping event of the year is here with over 30,000 Black Friday mentions since the start of the day, according to social media analysis from Voice of the Customer specialists eDigitalResearch.

Using HUB Text Analytics, eDigitalResearch have been monitoring the social reaction to today’s Black Friday sales and discovered that, so far, immediate reaction to the event has been relatively positive from consumers, with just a handful of Twitter users voicing their displeasure. Analysed comments from this morning show 60% of users are neutral about Black Friday, while 36% are positive and just 4% are negative.

Real-time analysis shows that, on the whole, the retailing industry appears to be coping with the demand the day now inevitably creates – no retailer has been singled out by Twitter users for usability issues or crowded stores.

After last year’s overwhelming response from consumers, retailers have been keen to spread the load with many starting their sales in the days – and in some cases, weeks – leading up to today. Anticipation for the one day sales event has been growing over the past few days. Analysis of Twitter comments gathered earlier in the week revealed an increasing number of users were gearing up for the day with emerging themes around a ‘head start’, ‘ tomorrow’ and ‘pre-orders’.

Kat Hounsell, Sales and Marketing Director at eDigitalResearch, comments, “Last year’s Black Friday changed everything for UK retailers – planning for today has been underway for months and, for the most part, the investment appears to have paid off with no retailer currently being singled out by users for usability issues or poor experiences.

“Some of our previous research with IMRG revealed that, despite the issues encountered during Black Friday 2014, the majority of Black Friday shoppers still rated their experiences positively and based on our real-time analysis of reaction this morning, appears that any problems encountered so far by shoppers have not affected overall brand perception”.

eDigitalResearch will be monitoring the day’s events, sharing stories and emerging themes throughout the day to help retailers and brands better serve their Black Friday customers.