Naughty Or Nice? Consumer Holiday Shopping Trends Revealed In 2.6+ Million Social Conversations

  Naughty Or Nice? Consumer Holiday Shopping Trends Revealed In 2.6+ Million
                             Social Conversations

New Digitas and Brandwatch Social Analysis Shows Robust Holiday Shopping Buzz

PR Newswire

NEW YORK, Nov. 29, 2012

NEW YORK, Nov. 29, 2012 /PRNewswire/ --Attention, retailers: as you stock up
for the holidays, a new social analysis from Digitas, a digitally-led, global
integrated brand agency, and Brandwatch, a social media monitoring and
analytics company, reveals insights into what consumers across the country are
buzzing about.




In anticipation of what's expected to be a robust December shopping
season—U.S. holiday sales are predicted to increase 3.5-4% over last year to
$920-925 billion—Digitas and Brandwatch analyzed over 2.6 million holiday
shopping conversations on social channels between November 20 and 26th. Of
those 2.6 million social shopping conversations, more than 550,000 occurred on
Thanksgiving Day alone—confirming previous Digitas research that predicted the
holiday as a big day for digital shopping.

"Social has had a profound impact on the consumer shopping experience," said
Jordan Bitterman, SVP, Social-Mobile-Content Lead, Digitas. "While consumers
use these channels to source product recommendations, share excitement, and
vent frustrations, retailers can use the information to analyze consumer
sentiment and predict market trends. If harnessed properly, brands can then
use that data to accelerate their efforts this holiday season."

Most buzzed about in-store destinations

Of 84,966 mentions naming shopping destinations:

  oConsumers point to Walmart as their top in-store shopping destination
    (24%), followed by Target (21%).
  oBest Buy comes in third (14%). Macy's follows closely in fourth (12%).

Gadgets top shopping wish lists—but don't count out books

Of 24,042 mentions naming products of interest:

  oMobile rules. The most buzzed about items are tech gadgets (34%),
    specifically smartphones and tablets.
  oCulture-related items and experiences—such as books, movies, and show
    tickets—rank second with 22%. Clothing follows in third, with 20% of the
    social buzz.

Of 12,245 mentions identifying personal demographics and interests:

  oThe majority of holiday shopping chatter comes from car enthusiasts (36%),
    followed by tech lovers (33%), and then parents (20%).

With their economy rebounding, California leads the way in holiday shopping

Of 545,576 mentions identifying location:

  oCalifornia leads with 29% of the social shopping conversations—aligning
    with recent reports of job growth and a resurgent housing market in the
  oTexas comes in a distant second with 8%. And despite New York City's
    ranking as one of the world's top three shopping destinations, the state
    comes in third with only 6%.

Who's naughty, who's nice?

Of 9,315 mentions identifying who people are shopping for:

  o58% of holiday shopping chatter shows people interested in shopping for
    themselves, vs. 42% of those who were excited to shop for others

This research is the first in a new series from Digitas and Brandwatch focused
on providing social analyses and real-time snapshots of a variety of consumer
trends and preferences. The research also comes on the heels of a Digitas
survey conducted prior to the holiday that focused on the transformation of
Thanksgiving into "Mobile Thursday"—showing a marked increase in shopping done
via smartphones and tablets on that day.

About Brandwatch

Brandwatch is a leading provider of social media monitoring and analytics
solutions.More than 600 global brands and agencies use Brandwatch, relying
on a broad range of social coverage and highly reliable, spam-free data to
monitor online conversations. As a result, organizations can glean insights
around their brand interests, conduct market research, predict market trends,
and more actively engage influencers, customers and prospects.

Founded in August 2007, Brandwatch is headquartered in Brighton, UK and has
offices in the United States and Germany.For more information, please

About Digitas

Digitas, a digitally-led, integrated global brand agency, builds brands for
some of the foremost companies in the world. In 2012 Digitas was named OMMA
Magazine's Agency of the Year and The Drum's London Integrated Agency of the
Year. Digitas was also the winner of nine Cannes Lions in 2012. The agency
also counts Agency of the Year honors from the Festival of Media, BtoB
Magazine, and Les Agences de l'Annee, France, and has been named to the
Advertising Age Digital A-List among its many awards.

Digitas also operates the brand content platform, The Third Act:, producers of
first and most well renowned event on digital content, The NewFront and
Prodigious Worldwide, the world's only standalone, global digital productions

With sister agencies Starcom MediaVest, ZenithOptimedia, Denuo and Razorfish,
Digitas is a member of Publicis Groupe's VivaKi—a global digital knowledge and
resource center that leverages the combined scale of the autonomous operations
of its members to develop new services, new tools, and new partnerships.

Publicis Groupe [listed on the Euronext Paris Exchange - FR0000130577 - and
part of the CAC 40 index] is the world's third largest communications group.
With activities spanning 104 countries on five continents, Publicis Groupe
offers local and international clients a complete range of advertising
services. Web site:| Twitter: @Digitas | Facebook: Digitas Fan Page | Blog:
Digitas Distillery

SOURCE Digitas; Brandwatch

Contact: Brandwatch: Eve Sangenito,,
+1-646-666-4031, or Digitas: Julie Gomstyn,,
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