In 2.6 million social media conversations - give or take a few - consumers are in full holiday hunter-gatherer mode, according to an analysis by Digitas and Brandwatch. The companies released the info now to let retailers get a sense of gifting trends.
The holidays start at home, right? Maybe that's why, out of the Of 9,315 mentions identifying who people were shopping for, the majority of it was about "me, me, me." That is, 58 percent of the holiday shopping chatter was from people looking for stuff for themselves.
Tech gadgets were the most fervently desired, based on the analysis of holiday shopping conversations on social channels between November 20 and 26th, at 34 percent of the talk. But books, movies and show tickets came in second, at 22 percent of the buzz.
Good news for struggling Best Buy: It was in the top four most-mentioned shopping destinations, at 14 percent. It was bested by Walmart (24 percent) and Target (21 percent), and trailed by Macy's (12 percent).
The research found that, of 12,245 mentions identifying personal demographics and interests, car enthusiasts accounted for 36 percent, followed by tech lovers (33 percent), and then parents (20 percent).
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Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.
December 12, 2013
1:00pm ET / 10:00am PT