Social Media Stat of the Month - Black Friday by the Numbers
Normally, the stat of month segment examines one isolated social media statistic and provides insight on how PMA members can implement that knowledge in promotional campaigns. This time, we’re going to look at multiple social media-centric Black Friday statistics that you should be mindful of in your marketing efforts.
Social media usage rates generally follow an upward trajectory, and thus it can be predicted that only more customers will be posting on their accounts during this year’s Black Friday shopping sprees. As your company gears up to tackle this trying day in the retail sector, consider some of these valuable statistics reported after last year’s Black Friday. We can assume that the numbers will only be greater in 2016.
Pinterest users spend an average of $123.50 per order. If your company conducts online transactions, Pinterest’s shop-able pins are a must-have. The platform outperforms Facebook’s average $54.64 order value by 126 percent. Pinterest allows you to showcase your goods in a way that’s easy and fun for your customer base to bookmark and showcase for themselves on their own boards.
Smartphone transactions accounted for 21% of total Black Friday purchases in 2015. Almost a quarter of all Black Friday purchases were conducted on a smartphone device last year. It can be hypothesized that even more shoppers in 2016 will be conducting transactions via handheld this year. Make sure that your e-commerce platform is in order so that it’s easy for mobile users to find and purchase what they want from your site. You’ll also want to make sure that you’re advertising your Black Friday deals on social media so that people can quickly click to areas of interest on your site from their Twitter, Facebook, or Instagram feeds.
Black Friday and Cyber Monday were mentioned 2,074,676 times on social media posts from November 22nd through December 15th, 2015. Never discount the power of the hashtag when it comes to raising brand awareness. Implement #BlackFriday into your social content so that you can insert yourself into one of the most widely searched hashtags during the season. This will increase the number of people that see your posts, which is especially helpful for those that offer goods online. Your customer base is no longer restricted to those who visit your brick-and-mortar location, so make sure to also put your brand in front of as many potential digital customers as possible.
Twitter has a strong foothold on Black Friday posting. Twitter reported 24.1 billion impressions relating to Black Friday last year. That’s almost triple the global population. Essentially, if you’re not on Twitter and actively creating or participating in Black Friday discussions, you’ve missed out on chances to seize great marketing momentum and customer engagement opportunities. Tweeting is essential during this time of year.