Nordstrom, Macy's and Sephora are leading other retailers in conversations on social media this holiday season, according to Shareablee Social Scorecard.
The next highest placed retailers, Kohl's and Amazon, came in a distant fourth, Marketing Daily reported.
The rankings are based on shares, comments, retweets and reblogs on sites such as Instagram, Facebook, Twitter and YouTube. Despite fewer deals posted on Black Friday this year—down 32 percent on Facebook and 27 percent on Twitter—engagement is up 26 percent in 2015.
In the days leading into and just following Black Friday, Nordstrom came in first place for the second year in a row with a 119 percent jump in engagements. Sephora came in second place, leading Instagram with 1.5 million social interactions.
Absent from the front-runners were Walmart, Target and Amazon.
"What really stood out to us this year is the rise of the specialty store, and not so much the mass marketers," Shareablee's founder and CEO Tania Yuki told Marketing Daily. "I was expecting to see Walmart and Target ranked much higher, and instead we saw exceptional strength in brands like Nordstrom, Sephora, Barney's and Neiman Marcus."
Leading up to Thanksgiving weekend, Kohl's was the most talked about company on social media with over 114,000 social mentions, according to Salesforce Social Studio. Kohl's dominated social channels in conversations about Black Friday with its #KohlsSweepstakes, which garnered 14,000 mentions. Kohl's, like many retailers leading up to the holidays, invested heavily in social media.
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