Black Friday may have lost its luster. Retailers that rank high in social engagement are ones that mention Black Friday rarely or not at all.
Shareablee's Social Scorecard ranks the social media performance of U.S. big box and department store retailers in the countdown to the biggest shopping season. And while posts referencing single-day shopping events have declined on social media in recent years, there has been a measurable rise in shopper engagement and actions on video posts [likes, shares, comments, retweets, reblogs, dislikes (excludes views)] across Facebook, Twitter, Instagram, Tumblr and YouTube in November 2015.
Engagement for big box retailers and department stores total 12.5 million social actions, or 5 percent of all actions taken by consumers on content posted by U.S. retail brands in November.
The top ranking retailers include Nordstrom, Sephora, Kohl's, Macy's and Bergdorf Goodman.
These retailers are more likely to post content not related to sales or deals, including those that interact and engage in more meaningful ways. This season for example, Meijer engaged in a Twitter chat with shoppers about how to prepare a turkey and Nordstrom is bringing social shopping into stores by featuring user-generated content on video walls.
"Social media is a key indicator of consumers' enthusiasm for products, loyalty and likelihood to buy," said Shareablee's founder and CEO, Tania Yuki. "This year's Shareablee Social Scorecard Top Ten has shown that retailers have become more tuned in to what can benefit their audiences over the course of the holiday season, rather than focusing on only Black Friday sales."
-See this Shareablee report
Toys R Us hosts holiday Twitter party
Toys R Us adds augmented reality to holiday catalog
Toys R Us veteran joins Hudson's Bay as digital exec-VP
Toys R Us to move e-commerce in-house
Toys R Us adds visual search