November revolves around Thanksgiving, but there are two holidays that may very well eclipse the festive Turkey-themed day: Black Friday and Cyber Monday. Notorious for lines that start to form long before the doors open on Black Friday, large crowds, and fights, certain brands dominate the Black Friday conversation. Cyber Monday is the calmer alternative to Black Friday. Taking place online, shoppers can browse at their leisure from the comfort of their homes. Just as there are brands consumers gravitate to on Black Friday, certain brands come out on top for Cyber Monday. Looking at the social media conversation for this year, we are able to surface consumer preferences for both shopping holidays.
We looked at the Black Friday and Cyber Monday conversation from October to November 2017. Looking at the top-mentioned handles and keywords, we surfaced the top brands for Black Friday and Cyber Monday.
I’m dying for Walmart to post their Black Friday ad
— Brittany Allyn ⛄️ (@jessicajonesing) November 7, 2017
Scanning Walmart’s Black Friday ad ??
— Redd (@Its_ShawtiiRedd) November 9, 2017
THE BLACK FRiDAY AD iS OUT ON WALMART . COM ! PS4 COD BUNDLE IS 299$ !!! #MyHusbandIsGonnaBeSHOOK ?
— Queen Melanie ? (@_witchyywoman) November 9, 2017
Best Buy (30% share of voice)
When it comes to scoring Black Friday electronics deals, there’s no better place than Best Buy, according to social media. Similar to how people anticipate the Walmart Black Friday ad, people also eagerly await the Best Buy Black Friday ad.
The Best Buy Black Friday Ad is out…. n I know what I want!
— Frenchie (@D_Frenchie) November 13, 2017
The lengths some people go to be first in line can be extreme, something social media users are quick to point out.
Just heard on the radio that someone is already camped out at Best Buy for Black Friday….? that’s dedication/slightly insane you deserve the #blackfridaydeals
— Bianca Jessica (@beesoffer) November 14, 2017
Target (29% share of voice)
Target is also Black Friday royalty. This year in particular, the hype is centered around Taylor Swift’s new album, Reputation. Swift is selling a Target-exclusive magazine that accompanies her album, inciting excitement for her fans.
Target has the reputation magazines for $16 for Black Friday! FOR THOSE OF US BALLIN’ ON A BUDGET.
— k a y l a? (@kayladfrederick) November 6, 2017
People also discuss other entertainment deals, like Stranger Things and Wonder Woman.
— JayOhEee (@mAdd_p0pc0rN) November 11, 2017
Wonder Woman, War for the Planet of the Apes & Spider-Man: Homecoming are $9 at Target on Black Friday!!!!! Good thing I waited for them to get cheaper
— Christian Cortave (@CCortave24) November 7, 2017
Keurig (4% share of voice)
Year after year, the usual suspects (Walmart, Best Buy, and Target) dominate Black Friday conversation. But in 2017, Keurig splashed onto the scene. Controversy ensued when Keurig announced on Nov. 11 that it will no longer advertise on Sean Hannity’s show. Their decision was a response to a question posed by Twitter user Angelo Carusone, who pointed out that Hannity defended Alabama senatorial candidate and pedophile Roy Moore.
Angelo, thank you for your concern and for bringing this to our attention. We worked with our media partner and FOX news to stop our ad from airing during the Sean Hannity Show.
— Keurig (@Keurig) November 11, 2017
This decision resulted in Hannity supporters destroying their Keurig machines in protest. Others called it “bad marketing” on Keurig’s part, with Black Friday quickly approaching. On the other end of the spectrum, people who agreed with Keurig’s decision to remove ads from Hannity’s show encouraged buying Keurigs on Black Friday.
Black Friday is coming soon. Buy Keurigs for the Fox News viewers in your life!
— Chris Baugh (@chris_baugh_) November 13, 2017
Cyber Monday Top Brands
Amazon (64% share of voice)
An online retailer, Amazon easily dominates Cyber Monday. On Amazon, consumers have the ability to purchase just about anything: makeup, gardening supplies, cameras, books, and more. People reason that purchasing goods from Amazon online beats standing in line on Black Friday.
Amazon will have whatever you need on Black Friday & cyber Monday. Why go stand out in the cold and or leave your home on thanksgiving.
— Aokiji クザン (@DukeOfZamunda) November 14, 2017
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Best Buy (20% share of voice)
Best Buy has the second-highest share of the Cyber Monday discussion. People who are not able to make it to the store in person talk about buying electronics online.
I’ll wait until Cyber Monday since I can’t drive at a Best Buy to buy the $199.99 PS4 Slim. I hope Cyber Monday has that same deal so I can buy it Online.
— SkullDude (@xSkullDude) November 8, 2017
Try micro center/best buy on Black Friday or look online on Cyber Monday if you really need a new one, and maybe I’ll pay for your broken one temporarily ?
— Pumpkin Pie Jess (@jessforeverx3) November 9, 2017
Target (12% share of voice)
People discuss ordering from Target on Cyber Monday, rather than braving the crowds.
Black Friday I Want An IPad ? But I Might Order It On Cyber Monday Because I Don’t Have Time For Crazy Lines For Walmart Or Target. ?
— ??♀️? (@EpicDesire) October 27, 2017
GameStop (4% share of voice)
GameStop is also a popular Cyber Monday destination, with consumers clamoring to buy games.
— Keri Lyn Renner (@SheSaved) November 9, 2017
Black Friday and Cyber Monday are chaotic holidays. Looking at the social media conversation helps us figure out which brands are the most-wanted.
For more information on top retail trends, download our marketing insights for retailers guide here.