2012: Social Media’s Lacking Role on Black Friday

 

 

With many shops opening as early as 8 p.m. this past Thanksgiving Day, Black Friday did not have its same traditional role, as waking up at dire hours of the morning to get the best deals for one’s holiday needs. Online shopping goes away from this traditional Black Friday role, as well, but this past Thanksgiving and Black Friday online sales were both up significantly  at 17 % and 21%.

Having many retailers marketing on social media sites, like Facebook and Twitter now, one would assume traffic from such sites would have aided to these high numbers, but in reality this year traffic to retail pages via their social media sites was down sharply. Traffic via social media sites was down by 35% from last year. Looking for instance at Twitter, which drove zero traffic to retail sites as opposed to 0.02%  last year. This does not look too optimistic especially with growing user-bases on both Twitter and Facebook. These numbers need to get better; social media marketing agencies have their work cut out for them if social media sites are going to be a means of getting to users and the users in return acting on it.

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