Black Friday, #GivingTuesday and a shifting consumer conversation

The past few years we’ve done a round-up of our favorite Black Friday campaigns to tie into our ongoing Campaigns We Love series, but this year we thought it might be more interesting to look at the conversation around Black Friday over the past few years compared to the growth of #GivingTuesday (the Tuesday after Thanksgiving when social media users are encouraged to give back).

We wanted to dive more into the scope of these conversations in 2018 on Twitter, via Echo.

Got questions or something we missed? Tell us about it on Twitter @UnionMetrics.

Black Friday vs. #GivingTuesday

The number of Tweets about Black Friday have remained relatively flat in terms of volume since 2014, and even saw a slight decline from 2015 to 2016. Tweets about Giving Tuesday have increased year over year since its inception in 2012, but there are still seven Black Friday Tweets for every Giving Tuesday Tweet.

black friday giving tuesday 2018

While the Black Friday conversation is definitely still going strong, the shift in consumer conversation and subsequent growth of #GivingTuesday could have to do with a general movement away from Black Friday shopping in favor of other activities, especially as shopping has become more accessible online and sales aren’t depending on a single day.

By now you’ve almost definitely seen REI’s #OptOutside campaign, which launched in 2015 as a way to do the right thing for employees, but also encourage shoppers to spend time outside with their families. Its growth year-over-year and wider embrace by both consumers and other brands is one indication of the wider shift.

Does this match what your brand has seen with your audience and planned for your holiday campaigns, or not? Either way we’d love to hear about it!


Photo by Heidi Sandstrom. on Unsplash