The majority of this year’s conversation continues to be driven on Twitter, and the massive increase in conversation is likely due to higher social media adoption by South Africans, as well as the large number of new brands which have joined this annual shopping extravaganza.
2015 vs 2016 Black Friday mentions:
In terms of demographics, the interest between male (47.5%) and female (52.2%) remains mostly on par, with women just slightly edging out their male counterparts.
In terms of age, 25 – 34 year olds are the most active in Black Friday conversation on social media, closely followed by the 45-54 age group; while the 55-64 year olds remain the least active. This could also indicate which age groups are likely to utilize online shopping facilities as opposed to travelling to shopping centers.
Interestingly, the buzz around shopping centers remains fairly low in comparison to the general conversation around Black Friday – this could also indicate a greater interest in online shopping as opposed to physically going to the shops, but only time will tell.
Big retailers appear to be pushing hard on social media, with Game currently leading the way. Twitter and email marketing seem to be the most successful platforms for the big brands to create awareness for their Black Friday specials.
Whether South Africans flood the shops or crash the internet tomorrow, one thing is for sure, Black Friday is here to stay and continues to find popularity and growth within the local market. Happy shopping!
