Black Friday is that time of the year for which many people wait eagerly. The biggest shopping day of the year gives you the thrills with all the jostling, crowd rush and noise of the mall. However, you will still find many who are dead-against this day. In fact, there is Buy Nothing Day which is an alternative to Black Friday and is organized by Adbusters. This day persuades people to refrain from buying anything from the clearance sales. Irrespective of their love or hatred for Black Friday, people tend to take to Twitter, to express their feelings. This platform will give an idea about what people are thinking this year.
Hatred for Black Friday has reduced this year
As per a Twitter sentiment study, made by Crimson Hexagon, it shows that in 2013, people don’t hate Black Friday that much, compared to 2012. Last year, in the preceding week of Thanksgiving, there were 38 percent positive tweets mentioning Black Friday. This year, the percentage of positive tweets on Black Friday has increased significantly to 45 percent.
Fall in negative sentiment
Excitement about this day was the flavor in one-fourth of all the 674,000 related tweets. 19 percent of tweets were focused on the bargains and different sales. The tweets saw a fall in negative sentiment from 39 percent to 36 percent. However, nearly half of these negative sentiments were not against Black Friday. Instead they had people complaining for going to work on this day. Only 5 percent tweets mentioned that they would completely boycott this day.
Less interest in Buy Nothing Day
As the hatred for Black Friday has decreased, subsequently people have become less interested in Buy Nothing Day. Its attraction seems to have waned this year compared to last year. The only place where this trend is not being followed is in the UK. In fact, there is a separate Twitter account for anti-consumerism holiday.
Can Twitter sentiment be actually considered?
Even though the study has revealed that the hatred for Black Friday has reduced significantly this year, yet you cannot be sure that this platform will be a helpful guide to gauge consumer mood. Only after the results of sales of this day are released next week, you will be able to know whether they match the sentiment in Twitter. Sales records were broken last year. So, you can expect that this year it will be even better.
So, you have to wait and watch for this Black Friday to see if people jostle each other to grab their hands on their preferred products, before the stock ends. It is only a matter of time until you know whether all sales records have been broken.