For this week's Trendrr charticle -- a collaboration between Advertising Age and social-media tracking service Trendrr -- we compared the Twitter buzz surrounding Black Friday and Cyber Monday.
|Hourly tweet volume about Black Friday (crimson) vs. Cyber Monday (orange).|
- An average of 20,000 to 30,000 tweets per hour throughout the day last Friday explicitly mentioned the post-Thanksgiving shopapalooza and orgy of Black Friday bargains. (We tracked 13 related terms, including "Black Friday," "blackfriday," "#blackfriday2010," etc.)
- A total of 634,849 tweets named-checked "Black Friday" or a variation of it by the end of the day.
- The Black Friday conversation on Twitter was generated by -- this is unusual -- an estimated 50/50 male/female user base. (Twitter trends almost always seem to be gender-skewed, not evenly split.)
- The Twittersphere was considerably less worked up about Cyber Monday. We saw basically 7 recurring terms trend -- "Cyber Monday," "cybermonday," "#cybermonday2010," etc. -- and together they averaged about 7,000 to 13,000 tweets per hour throughout the day on Monday.
- A total of 279,887 tweets name-checked "Cyber Monday" or a variation of it by the end of the day on Monday
- Male twitterers were slightly more worked up (54%) about Cyber Monday than female twitterers (46%).
- There's been a lot of talk this year about how Black Friday continues to bleed into a multi-day savings event for many retailers, while post-Thanksgiving online-deal promotions are hardly limited to Cyber Monday -- so "Cyber Week" might be more like it. I'd like to take this opportunity to predict that by 2012 most retailers will have an entire month of "doorbuster" bargains, and by 2016, we'll have Black Year and Cyber Year, with 46-inch flat-screen TVs discounted to $14.95 every day. Also, Christmas decorations will go on sale starting in March.
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Simon Dumenco is the "Media Guy" media columnist for Advertising Age. You can follow him on Twitter @simondumenco.