Facebook has unveiled some exclusive retail insights on Boxing Day and the New Year.
Building towards Boxing Day
- Boxing Day starts drawing attention before Christmas, with 29% of Boxing Day interactions occurring in the week running up to the day
Boxing Day is still a big deal
- Despite the growing popularity of Black Friday, the 26th remains a big deal with 53% of interactions relating to Boxing Day happen on the day itself. (The final 18% of Boxing Day interactions fall on 27th December.)
- 60% of Boxing Day conversions are driven by men aged 18 to 24 and Boxing Day is in fact biggest shopping day of the year for men overall (except for dads, who are most active in this regard on 12th December)
- There are 22.7m interactions related to Boxing day on Facebook
New Year’s resolutions: New Year, new opportunities
- There are 36.6m interactions on Facebook related to New Year’s resolutions from December to January in the UK (74% from women)
- 91% of posts related to resolutions show a positive sentiment, so we see a big opportunity for retailers to tap into these good feelings
The four key product opportunities from New Year’s Eve and throughout January
- December 31: The day for dresses – With 4.2m interactions, this is the biggest day of the year for talking about ‘Outfits’ on Facebook. 72% are from women, with 50% of them aged between 25-44.
- January 4: The day for detox – With 1.1m interactions, this is the biggest day of the year for talking about ‘Diet’ and ‘Detox’ on Facebook. 76% are from women, with 56% of them aged between 25-44.
- January 9: The day for financial decisions – This is the biggest day of the year for conversations related to financial planning on Facebook. 59% of interactions are from women, with 66% aged 25-54.
- January 15: The day for credit cards – This is the biggest day of the year for conversations related to credit cards on Facebook. 54% of interactions are from women, with 30% aged 18-24.
Martin Harbech, head of e-commerce and retail, Facebook and Instagram, said: “While Black Friday may now be front of mind in regards to festive shopping, late December and early January are also key periods. This is in fact the most engaged time of the year on our platform, with 28% more daily actions than the annual average.*We hope that these new insights into how people are interacting with the platform during the festive season will help retailers target their Christmas campaigns and connect with more shoppers even more successfully this year.”
* Source: Global Ipsos Holiday Survey, commissioned by Facebook, December 2015 – January 2016