According to IBM (NYSE:IBM), online sales grew 18.9% over the same period last year with the biggest surge coming from mobile sales which reached 25.8% of total online sales for Thanksgiving and 21.8% for Black Friday. The data was analyzed by the IBM Digital Analytics Benchmark, this year's holiday report tracked millions of transactions and terabytes of data from approximately 800 U.S. retail websites.
Most interesting, on average, holiday shoppers referred from Pinterest on Black Friday spent 77 percent more per order than shoppers referred from Facebook (NASDAQ:FB). Facebook average order value was $52.30 versus Pinterest average order value which was $92.51. However, according to IBM, Facebook referrals converted sales at nearly four times the rate of Pinterest.
According to data analytics provider MutualMind, among the top 10 retailers it studied, Wal-Mart (NYSE:WMT) led the volume mentions for Black Friday with an average share of voice at 77.5%. Target (NYSE:TGT) was a distant second with a share of voice at 13.5%
But, in terms of sentiment, Wal-Mart saw negative posts outweigh positive by more than 4 to 1. To understand why, we used MutualMind's post collection filters to search for all mentions of "fight", "fought" or "fighting" and found that Wal-Mart led the conversation regarding fights with 6,384 mentions. "#WalmartFights" even showed up in the topic cloud. Target came in second with 319 mentions and Kmart in 3rd with 66. From analyzing negative sentiment social posts, it appears most of it was from angry shoppers that either didn't get the deal they were looking for (stock was out) or how they were treated by other shoppers.
The big winner in terms of sentiment was Sears (NASDAQ:SHLD) 35% and Nordstrom (NYSE:JWN) at 32% overall. I've covered Sears' turnaround a few months ago, this latest report may be an indication that Sears is headed in the right direction.
MutualMind also reported that:
• Black Friday mentions peaked at 11am CST for all retailers, as shoppers got into the full swing of the experience, and were sharing what they had discovered from the morning doorbusters.
• Walmart led retailers studied all day in both Volume and Share of Voice, but saw negative posts outweigh positive more than 4 to 1.
• Target, JCPenney, Sears and Nordstrom led positive sentiment for retailers, with many of these statements directly about the deals being offered.
• Kitschy commercials may be backfiring for K-Mart and JCPenney, as these were the primary drivers of their negative conversation sentiment.
· IBM's Digital Analytics Benchmark video, IBM Black Friday infographic and the full 2013 IBM Black Friday Benchmark report can be found here: www.ibm.combenchmark - A special thank you to Sean Audet of IBM for the hourly updates.
· MutualMind: For each retailer, we gathered brand mentions using a reasonable set of name variants, based on our previous research. For example, Nordstrom was represented as:(nordstrom OR #nordstrom OR @Nordstrom OR nordstroms OR #nordstroms). We also applied a filter for Black Friday mentions only (using an AND Boolean clause), identifying the following keywords: ("black friday" OR blackfriday OR #blackfriday). While this design does potentially exclude relevant mentions related to the event that simply don't mention Black Friday literally, it gives us a clear focus of study and only captures conversations with explicit topical focus. A special thanks to Eric Gore, Eric Swayne and the entire MutualMind team for compiling the Black Friday statistics over the weekend.