OPERATIONS

Black Friday tweets mostly positive or neutral

BY Dan Berthiaume

Los Angeles – A majority of the 348,235 tweets about Black Friday posted between Friday, Nov. 22 and Sunday, Nov. 24 were either positive or neutral in sentiment. According to analysis from social media research firm Fizziology, tweets about Black Sunday the weekend of Nov. 22-24 were 47% positive, 11% negative, 3% mixed and 39% neutral (from retailers/promotions).

More than half (52%) of the organic conversation (meaning non-promotional or news-related conversation) came from people who said they will participate in Black Friday shopping. Of those who tweeted they are going shopping on Black Friday, 21% are going for the sale, 15% for the social aspect, 11% for a specific product, 9 % for the fun of shopping and 6% for the madness.

Other findings include:

  • 26% of people who said they’re going mentioned a shopping partner (66% will go with friends, 17% will go with a parent and 17% were still looking for someone to shop with).
  • 9% of people who said they’re going have been saving money specifically for the special day.
  • Most popular products mentioned were video games, clothing, shoes and electronics (specifically cameras).
  • 9% of organic mentions came from people saying they won’t participate.
  • 9% of organic mentions came from people calling the holiday immoral, mostly because they think it embodies greed a day after the holiday for giving thanks.
  • 7% of organic conversation came from people who think it’s too crazy/crowded.
  • 4% of organic mentions complained about sales starting on Thanksgiving this year.
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OPERATIONS

Best Buy Canada partners with RBC

BY Dan Berthiaume

Toronto — RBC, Best Buy and Future Shop are partnering to offer a redemption option in Canada that provides clients access to more than 90,000 merchandise and electronic items, through the RBC Rewards online channel.

RBC Rewards is a Canadian loyalty rewards program enabling clients to redeem their reward points from a selection of merchandise. Clients can earn rewards points every time a purchase is made on an eligible RBC credit card and redeem for merchandise, travel, gift cards and certificates and RBC Financial Rewards vouchers that can be redeemed for investments such as mortgages and education savings plans.

"We are very pleased to work with RBC to offer this first-of-its-kind rewards redemption opportunity,” said Ron Wilson, president and chief operating officer, Best Buy Canada. “This program leverages Best Buy Canada’s unique multichannel capabilities, which include reserve and pick up in store, and delivery to Canadians as early as next day."

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MARKETING/SOCIAL MEDIA

Survey: College kids plan holiday shopping at discounters

BY Dan Berthiaume

Boston – College students are planning to buy holiday gifts that offer experiential value or economic flexibility and will frequent discount stores, according to a new survey of roughly 1,000 college students from consumer marketing firm Fluent.

Asked to identify up to three of their most desired holiday gifts, 59% of students chose cash in their pockets, with the second most requested item being plane tickets at 30%. Casualwear and concert tickets were on 24% of student wish lists, while restaurant gift cards, dress wear, and the first tech item mentioned, tablets, each garnered 22%. Cars (21%) and then music/books/movies as well as laptops (17%) round out the top 10. By contrast, a Fluent 2011 survey found students most-wanted items to be clothing, then tablets, then cash as the top three.

Some 76% plan to spend up to $250 on gifts and gift cards for all relatives. Gifts for fellow students can be less pricey, with 65.7% planning to spend less than $100 total on friends. Large discount stores are the top destination for CMC shoppers, both for brick-and-mortar (66.6%) and online (54.9%) for family gifts and nearly the same for friends’ gifts. They also plan to shop department stores (53% brick-and-mortar, 27.5% online), specialty brands (22.8% in-store, 31.6% online) and 33.4% locally for family.

“This year’s wish lists are a mix of holiday hope and economic pragmatism,” said Michael Carey, executive VP of Fluent. “Students have big-ticket necessities, but know families will try to stretch the budget for one special gift. If a student asks for a few days away from the grind, to fly to visit someone special or to meet friends at a concert, families want to give them one opportunity to relax and reconnect. If they are asking for wardrobe items or even technology required by their schools, the pressure to deliver is even stronger.”

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