Retailers ushered in the holiday shopping season in a big way last week, heralding their Black Friday sales with a big TV presence. For the first time, all 10 brands on the Brand Chatter Chart have a TV presence, but for the majority of retailers it was the shopping itself -- or the waiting to shop -- causing the most buzz, not their carefully planned commercials.
Walmart, Best Buy, Kmart, Old Navy and Toys 'R' Us had Black Friday TV ads out last week leading up to the main event. But most of the chatter surrounding these brands comes from users tweeting while shopping or waiting in line late Thursday and early Friday morning. Some shoppers even poked fun at the insanity of the holiday event. One Toys 'R' Us patron tweeted, "Standing in line at toys r us to do black friday shopping. Pray for me. Or better yet, send booze."
Still, Black Friday commercials from Target , at least, had a high impact this week. Like past holiday campaigns from Target , the "Deals Duet" solicited both positive and negative response from viewers. Some tweeted that the spot was hilarious, while others were annoyed by the perky singing duo (click "More Info" below to see the ad and decide for yourself). Macy's was another retailer with high TV impact, due mostly to its use of Justin Bieber in a heavily aired spot as well as its annual Thanksgiving Day Parade.
The remaining three brands on the chart aren't Black Friday retailers, but hot-ticket holiday items. "Call of Duty" and Sony Playstation, which were on the chart last week, were joined this week by Nintendo's newest console the Wii U.