While Black Friday has generated 97.2% of the conversation around these two sale days, Cyber Monday only accounts for a paltry 2.8%.
The conversation around Cyber Monday has actually decreased since 2015, when social media mentions amounted to 9.5% of the buzz around this increasingly popular sales weekend. This is despite the hashtag trending widely in South Africa on Twitter on 28 November 2016 and mailers filling up inboxes for the day.
It would seem that online stores such as iStore, Takealot, Zando, Sportmans Warehouse and NetFlorist tried to own the day (Cyber Monday), but the amount of conversation did not generate the same hype and mad shopping rush as Black Friday. Overall, Black Friday 2016 generated nearly 50,000 conversations on social media (mostly on Twitter), while online shopping systems struggled to keep up with the demand.
By comparison, 2015 peaked at just over 15,000 conversations through online networks, as shown here:
Love it or hate it, Black Friday appears to be here to stay. Stores and online platforms should prepare themselves for the 2017 rush and aim to improve their social media footprint in order to capitalise on the obvious popularity of this unique shopping day.
