The final quarter of the year is a high sales season for retailers, starting with Black Friday on the last Friday of November – when brands offer big discounts on lots of items – and running through to Boxing Day sales on the 26th of December.
While both days are key festive sales events, they represent different priorities amongst shoppers. There are subtle differences in how people shop before and after Christmas, with Black Friday shoppers focused on discounts, gifts, and decor — and Boxing Day shoppers focused more on treats for themselves and swapping unwanted gifts.
In this blog we outline the differences between Black Friday and Boxing Day shoppers, and how you can optimise your Twitter campaigns to best reach both.
Black Friday vs. Boxing Day
Black Friday shopper preferences
In the UK last year, there were more than 615K Tweets about Black Friday.1 In a Twitter study, we found that 70% of people in the UK are interested in the upcoming Black Friday.2
Black Friday shoppers are bargain hunters, often waiting to buy expensive gifts such as laptops, televisions, and smartphones until brands are selling them at discounted prices. In fact, over 75% of people said they will be keeping an eye on deals for tech items.3