Holiday Shopping Trends Among Facebook Friends

Written on
Dec 19, 2012 
Molly Glover Gallatin  |

‘Twas the week after Thanksgiving, and all through the land
On Facebook they chatted, and made shopping plans
Of sales at Target, Best Buy and Walmart -
Look online for deals and fill up that cart!
The gadgets they covet: iPhone, iPad, and SIII.
Get great deals today, then share on your feed!

Black Friday through Cyber Monday Facebook users chatted excitedly about holiday shopping and started crossing names off their gift lists. In fact, Facebook noted that referral traffic to retail sites on Cyber Monday increased 240 percent compared to the average for the last several Mondays.

According to ComScore, $13.7 billion has been spent online this holiday season: a 16-percent increase over corresponding 2011 dates. Black Friday (November 23) was the largest online spending day of 2012 thus far, racking in $1.042 billion in online sales for a 26-percent increase in revenue versus Black Friday 2011, making it the heaviest online spending day to date in 2012. At $1.46 billion, Cyber Monday (November 26) became the greatest online spending day on record.

As our infographic depicts, Facebook users took part in the holiday shopping frenzy, with Walmart leading the buzz report in status updates and comments across Facebook both on Black Friday and across the entire post-Thanksgiving shopping week. Target, Amazon, Best Buy, and Kohl’s rounded out the top five most popular stores for Facebook users on Black Friday, creating a list not so far off from ComScore’s list of top Black Friday online retailers, which included, in order, Amazon, Walmart, Best Buy, Target and the Apple Store, proving that Facebook can be a pretty reliable indicator of off-social behavior.

Not surprisingly, Facebook fans love their gadgets, and a lot of them chatted about their top-of-the-list tech items on Cyber Monday. The most popular devices among the social crowd? In order: the iPhone, Xbox, Wii, iPad, and Samsung Galaxy SIII.

Kindles, iPods, PlayStations and Rokus also saw some Facebook love this year, but the Microsoft Surface, Nokia Lumia, and Google Nexus 7 were among those gadgets that didn’t make the cut.

We also uncovered some intriguing insights about Facebook shoppers, including:

  • The top TV show among Amazon fans: Star Trek.
  • The favorite movie of Toys”R”Us fans is…The Muppets.
  • Carrie Underwood is the favorite musician of Kmart fans.

Once again, our holiday shopping analysis shows that, with 1 billion users worldwide, Facebook truly represents the world’s largest free focus group – and more than a stocking full of data! With shopping insights closely mirroring those shared by ComScore, Facebook proves that social activity and chatter can be used as primary indicators of customer intent and behavior, and a reliable compass for guiding paid, owned and earned media strategies, both on and off social.

With over 15 years of media and marketing management experience, Molly Glover Gallatin is vice president of marketing and communications for Compass Labs. Molly began her work in interactive media when she launched Granite Broadcasting’s Internet Division in 1997, overseeing operations and sales for 10 network-affiliated TV station websites. Prior to joining Compass Labs, Molly was the vice president of marketing for YuMe, a leading video advertising technology company. Molly joined YuMe from Knight Ridder Digital, where she managed marketing and communications for the Real Cities Network. Prior to Knight Ridder Digital, Molly worked for start-ups in the digital media management and internet TV space -- eMotion and RespondTV. She began her career in advertising, working in account management at BBDO and D’Arcy Masius Benton Bowles in New York. Molly received her BS from the University of Colorado at Boulder and her MBA from Columbia University.

Reader Comments.

How are you monitoring status updates? Does that pertain to only those users who have their profiles set to public view?

Posted by Cory Grassell | 11:31 am on December 20, 2012.

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