Social media growing as channel for Black Friday and Cyber Monday deals

Sprout Social is expecting Black Friday and Cyber Monday to garner increased attention in Irish social media feeds this year, as retailers and consumers embrace social media as a key channel for promoting or finding all the best deals.

In analysing Black Friday and Cyber Monday in 2018, Sprout Social recorded 16,272 mentions of either #BlackFriday or #CyberMonday from Irish Twitter accounts. Black Friday was by far the most discussed by Irish social media users, accounting for more than 85% of the posts, indicating that this U.S. retailing phenomenon has gained more traction this side of the Atlantic than its newer cousin Cyber Monday.

We are also now seeing an extended shopping season with some retailers kicking off their Black Friday promotions well in advance of the big day. Harvey Norman, DID Electrical and Littlewoods all offering Black Friday deals more than 2 weeks in advance of the 29th November.

This extended retail period in the lead up to Christmas is an opportunity for retailers and consumers alike and in an encouraging boost, the Marketing Institute of Ireland is forecasting that €250 million euro will be spent on Black Friday in Ireland, equally spread between online and brick and mortar retailers. In addition, 45% of Irish consumers surveyed by the IE Domain Registry said they planned to buy items on either Black Friday or Cyber Monday.

Gerard Murnaghan, Sprout Social’s General Manager and VP for Europe, the Middle East, and Africa (EMEA), said:

“We’re expecting growth in the social media conversation around Black Friday and Cyber Monday, as retailers and shoppers increasingly view social as a great channel for promoting or finding great deals. Marketers who have planned campaigns and promotions to tap into this trend stand to benefit in what is an extremely competitive retail landscape. A noticeable trend is the extension of the shopping seasons with several high-profile Irish retailers launching their Black Friday offers more than 2 weeks before the 29th of November.

Research conducted by Sprout Social shows that more than three-quarters of Irish consumers follow a brand on social and 51% are more likely to engage with posts that offered discounts.

Gerard Murnaghan continued:

“We know that Irish consumers are attracted to posts that offer discounts or special offers, so there are real opportunities for retailers to leverage social media to boost sales. At this time of year, it pays for consumers to be keeping an eye out for the best deals – but also for retailers to be connecting with customers to drive loyalty for offline and online sales.”

More than 4,000 companies across EMEA are serviced by the Sprout Dublin team, with well-known, Ireland-based clients including Paddy Power and Intercom. Sprout Social’s suite of solutions supports every aspect of a cohesive social program and enables organizations of all sizes to extend their reach, amplify their brand and create the kind of real connection with their consumers that drives their businesses forward.

In May 2019, Sprout Social announced plans to add 60 additional staff members in Dublin by the end of 2020 as it looks to expand its operations in Europe and beyond. Sprout Social currently has 42 staff members in its Dublin office, which it opened last year as its headquarters for EMEA.