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The Thanksgiving shopping weekend has officially become the biggest social media event of the year, garnering more discussion on Facebook and Instagram than even the most recent Super Bowl.

According to an email from Facebook to Social Pro Daily, more than 130 million people talked about Black Friday, Small Business Saturday, and Cyber Monday this year.

Facebook alone generated more than 226 million interactions from 90 million people about the Thanksgiving shopping weekend, while 52 million talked about the deals and shopping experience on Instagram.

Surprisingly, Black Friday and Cyber Monday weren’t the biggest days of the weekend on social media. Despite being considered the smaller event of the holiday, mentions of Small Business Saturday actually surpassed mentions of Cyber Monday. The day devoted to local small businesses also created two of the top hashtags on Instagram with “ShopSmall and #ShopLocal.

Other notable stats from the weekend according to Facebook:

  • There were more than 450 million views over the weekend on Facebook of videos related to Black Friday and similar topics.
  • Black Friday conversation on Facebook and Instagram was driven by women between 35 and 54.
  • Men between 18 and 34 were more likely to discuss Cyber Monday.
  • More than one-third of Instagram business profiles posted Instagram Stories during the holiday weekend.
  • The top five shopping-related hashtags on Facebook and Instagram over the weekend were: #BlackFriday, #CyberMonday, #SmallBusinessSaturday, #ShopSmall and #ShopLocal.
  • The three most engaged states on Facebook were Kentucky, Indiana, and Tennessee.

While Black Friday sales are in a slump, a new king of the holiday shopping season is rising. The results Cyber Monday are coming in and estimates suggest this year broke e-commerce sales records for the biggest day of online sales in US history.

According to Adobe, online sales hit over $3 billion dollars on Cyber Monday. Their report says 200 million visits to 4,500 retail websites generated $3.06 billion, rising 16 percent from last year.

Approximately 26 percent of those sales came from mobile devices, accounting for $799 million in sales. The majority of those sales ($575 million) came from Apple iOS devices. In comparison, Android devices drove just $219 million in mobile sales.

ChannelAdvisor and Custora have found similar results in their analysis of Cyber Monday sales.

ChannelAdvisor says Cyber Monday sales leaped 18 percent year over year on a same-store-sales basis. They found mobile devices accounted for 43 percent of traffic, however their results also found consumers are still relying on desktops to make the final purchase. Their analysis says 24 percent of sales came from smartphones.

Custora’s findings estimate e-commerce revenue climbed 16.2 percent from last year, with tablets and phones driving 26.9 percent of all Cyber Monday sales.

The notable increase in Cyber Monday sales may be due to bigger discounts than expected, with an average discount of 21.5 percent.

Another notable report from HookLogic says the average order value among advertisers on its platform hit $134 on Cyber Monday, just below the $137 AOV seen on Black Friday. Interestingly, carts had fewer items on Cyber Monday, which suggests consumers waited for the online sales to make their purchase.

For anyone using online advertising, the Black Friday/Cyber Monday weekend is a great opportunity to see a spike in your ads’ views. Search Engine Roundtable reports, however, that a “technical issue” on some AdWords accounts caused ads not to show over perhaps the biggest online shopping weekend of the year.

No word yet on the official cause of the problem or how Google plans to deal with the backlash. I think I would want to be compensated in some way for the inconvenience and possible loss of business. Wouldn’t you?

In the past, most local businesses never thought they could compete with major companies.  The marketing budget needed to really make a similar impact was usually way out of their capabilities.  However, with Google’s latest updates, it’s looking like the smaller business has a much better chance of staying within the public’s eyes.

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