NEW YORK —Christmas shopping is reaching a frenzy state and brands are jockeying for position to be at the top of Santa’s list and end the year on a sales high. More than 2.2 million Tweets about holiday gifts or Christmas gifts have been posted over the past 30 days in the U.S., according to international social media analytics firm Talkwalker.
The top brand Tweet in terms of engagement came from the Fenty Beauty Holiday Gift Guide (https://twitter.com/fentybeauty/status/1074443170807570433) - by Rihanna, with more than 47,600 engagements (likes and reTweets), Talkwalker reported.
However, retail goliath Amazon is the most mentioned brand in relation to the topic of holiday/Christmas gifts with more than 39,000 mentions on Twitter.
Additionally, there has been a lot of interest surrounding gift cards, with more than 122,000 mentions of the term in the holiday gifts conversation over the last 30 days on Twitter.
Top brands mentioned on Twitter
1. Amazon, with 40,100 mentions, whose gift cards are very popular gifts in holiday giveaways, also scores with a number of YouTuber-made tutorial videos to find gift on Amazon (see holiday gift guide category below). Example: https://twitter.com/MorganReeseXO/status/1067045082224885763
2. Starbucks, also because of its gift cards has 9,300 mentions. Example: https://twitter.com/emdhew99/status/1067131361092235264 OR https://twitter.com/_sweeeeeetcarol/status/1072322375142858753 OR https://twitter.com/KeeblerOrganElf/status/1073320213523910659
3. The Walt Disney Company - The Disney brand has been very actively promoting holiday gifts from its stores and has 4,400 mentions. Ex: https://twitter.com/DisneyParks/status/1073941500025810944
4. Walmart, with 4,200 mentions, thanks to Saints owner Gayle Benson paying off nearly $100,000 in layaway orders at a local Walmart as a holiday gift. Ex: https://twitter.com/SInow/status/1070377282131410944
5. Intel, thanks to a Best Buy holiday gift campaign, has 3,700 mentions.A newer phenomenon this holiday season has been in gift guide videos posted by several YouTubers, and resulting in thousands of interactions and views.
Top 5 Holiday Gift Guides on Twitter & YouTube (based on engagement: likes, shares, comments, views)
1. Fenty Beauty (both on YouTube and Twitter) https://twitter.com/fentybeauty/status/1074443170807570433 and http://www.youtube.com/watch?v=gjawwj6Z-N0 with 47,600 interactions on Twitter and 10,400 interactions (likes, dislikes, comments) on YouTube and 115,000 views.
2. Tati's Holiday Gift Guide (YouTube Vlogger) http://www.youtube.com/watch?v=xitL1zOMhL4 with 36,000 interactions and 763,000 views.
3. Nintendo Switch Holiday Gift Guide http://www.youtube.com/watch?v=8Ui1rHJw1OU with 9,300 engagements and 229,000 views.
4. LexiVee's Christmas Wish List (Teen Gift Guide) http://www.youtube.com/watch?v=kyTfl4PISac with 7,700 engagements and 92,000 views.
5. Cherry Wallis' Harry Potter Gift Guide http://www.youtube.com/watch?v=XcDJASIhVa4 with 7,200 engagements and 111,000 views
About Talkwalker
Talkwalker is a social listening and analytics company that empowers over 2,000 brands and agencies to optimize the impact of their communication efforts. We provide companies with an easy-to-use platform to protect, measure, and promote their brands worldwide, across all communication channels. Talkwalker's state-of-the-art social media analytics platform uses AI-powered technology to monitor and analyze online conversations in real-time across social networks, news websites, blogs and forums in 187 languages. Talkwalker has offices in New York, Luxembourg, San Francisco, and Frankfurt. It is also the home of Talkwalker Alerts, a free alerting service used by over 500,000 communications and marketing professionals worldwide.