Black Friday and Cyber Monday – Before we crunch the 2019 data, what can we learn from the past?

We extracted twitter data* from Black Friday & Cyber Monday during the 2018 events. We wanted to know what we could learn from the shopping holidays, who’s winning and what drives and separates the campaigns from one another. Here are some of our findings.

1. The data indicate that Black Friday and Cyber Monday conversation volume is growing – now not only concentrated on the days of the events but rather expanding over a prolonged period starting 1-2 weeks ahead of the event. Will this continue in 2019?
2. Black Friday conversations 5.5 times larger than Cyber Monday volumes. Will brands find the untapped potential in Cyber Monday 2019?
3. Black Friday conversations are driven by a more diverse set of product categories. Brands are fighting for the attention of the consumer – but what product categories are winning?
4. Cyber Monday is driven by fashion – have tech lost the battle and what is the fashion industry doing right? Will Cyber Monday’s increased popularity lead to even distribution among the categories as more brands latch on?

In a few days, when the dust starts to settle after a week of intense consumption and campaigning, we will review the data and return with the 2019 results – what insights will the data provide?