November 2014

Do they know it’s Black Friday and Cyber Monday at all?

With arguably the two biggest sales days of the year coming up, GetPaidTo – the new cashback and rewards service – has investigated British consumers awareness of heavily marketed Black Friday and Cyber Monday, revealing that British consumers are behind the curve when it comes to the conversation around both days and we’re only just starting to pay attention.
Using an in-house Twitter analytics tool, GetPaidTo can identify top trends in how the shopping days have been discussed in the lead up to Black Friday and Cyber Monday. In brief:

• Last week, Brits only contributed 1.5% to the global discussion around Black Friday and 1.9% to Cyber Monday [14,401 of the 938,607 global mentions around Black Friday came from the UK; 1,659 of the 87,325 global mentions of Cyber Monday came from the UK]

• Cyber Monday is nowhere near as popular as Black Friday with our statistics revealing there are more than 10 times as many mentions of Black Friday globally compared to Cyber Monday [938,607 mentions of Black Friday globally; 87,325 mentions of Cyber Monday globally]

• In the UK however, Cyber Monday counts for a higher percentage of discussion than it does for Black Friday, with Brits contributing 1.5% of the global conversation around Black Friday but 1.9% around Cyber Monday

• This is further demonstrated in the sentiment of the UK’s tweets with Cyber Monday being discussed positively – Black Friday: 86.5% neutral, 11.2% positive, 2.2% negative; Cyber Monday in the UK: 75% neutral, 24.4% positive, 0.6% negative

• Discussion around the holidays has gained speed over the last 24 hours in the UK, increasing to a combined 5% around Black Friday and Cyber Monday. People are beginning to hear about the offers one way or another and they are starting to engage in the conversation online [156,721 mentions of Black Friday globally, 3,979 mentions of Black Friday in the UK; 12,897 mentions of Cyber Monday globally, 327 mentions of Cyber Monday in the UK]

• The top three mentioned brands in association with Black Friday and Cyber Monday are largely US brands, some with UK presences, demonstrating that the US trend is being pushed by the US brands:

1. Amazon
2. Costco
3. Macy’s

• Globally, Black Friday generated over 2.9 billion impressions last week, meaning consumers are unlikely to miss the sales and deals available to them as someone they follow is likely tweeting about it multiple times, even in the UK the impressions will be hard to miss To check out the sales and deals available on GetPaidTo during Black Friday, Cyber Monday and beyond, go to .