Social Media

Cyber Monday a Success, But Many Complain That They Can’t Find Deals

December 1, 2011

Last Sunday, online buzz about Cyber Monday overtook Black Friday chatter (based on volume of conversations), reflecting a marked transition from brick-and-mortar shopping conquests to digital deal-seeking by consumers over the course of the weekend.

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Source: 360i analysis of the social media landscape conducted in November 2011 for data spanning November 21-28, 2011

By all accounts, both events brought in great news for retailers, although Cyber Monday sales still represent only about 11 percent of its offline counterpart. Black Friday retail sales climbed 6.6 percent to $11.4 billion, while Cyber Monday sales rose an impressive 22 percent over last year to $1.25 billion. For a comprehensive look at how advertisers ramped up spend ahead of Black Friday, download the free Holiday Report  by IgnitionOne.

Digging a bit deeper than news of overall sales results, what did consumers say about Cyber Monday and their own experiences? We took a closer look at their reactions to see how satisfied people were with their online shopping that day.

Almost half of Cyber Monday mentions came from people simply stating how they felt about Cyber Monday, without going in to detail about their plans or purchases. About 40 percent go into more explanation, mentioning a specific store or brand.

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Last Sunday, online buzz about Cyber Monday overtook Black Friday chatter (based on volume of conversations), reflecting a marked transition from brick-and-mortar shopping conquests to digital deal-seeking by consumers over the course of the weekend.

Source: 360i analysis of the social media landscape conducted in November 2011 for data spanning November 28th, 2011
Sample Size: 150 public posts from Twitter, Facebook, blogs, and the forum postings

Of the people expressing general thoughts about Cyber Monday, about 25 percent were simply excited and wanted to spread the cheer. They also talked more specifically about deals – but not everyone was happy with what they uncovered. Just as many people were excited about deals as those that complained that they couldn’t find any. This suggests that Cyber Monday retailers could do more to promote their offers, or find more ways to encourage consumers to share what they did find.

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Source: 360i analysis of the social media landscape conducted in November 2011 for data spanning November 28th, 2011
Sample Size: 150 public posts from Twitter, Facebook, blogs, and the forum postings

Of the people who talked about shopping at a specific store or site, Amazon drew the most excitement and praise by far, followed by Best Buy, Wal-mart and Target.

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Source: 360i analysis of the social media landscape conducted in November 2011 for data spanning November 28th, 2011
Sample Size: 36,833 public posts from Twitter, Facebook, blogs, and the forum postings

The conversations on Cyber Monday showing unmet demand with the excitement centered on Amazon indicate that retailers as a whole can be doing even more to drive online sales on that day, despite the healthy 22 percent year over year increase posted. Amazon’s relative success can be taken as example; according to Dealnews.com, Amazon’s aggressively priced items on Monday included HDTVs, laptops, electronics, apparel, jewelry, music, and more, while Prime members qualified for free shipping. Additionally, Amazon is keeping the Cyber Monday party going all week.

 -Lara Hejtmanek, Director of Consumer Insights, and James Oh, Analyst – Insights & Planning