I’m so excited to be kicking off the 2012 Holiday Mood Meter! Throughout the holiday season, we’ll be checking out how sentiment for each of the above ten brands fluctuates and I’ll be here to tell you some of the behind-the-scenes details – why the brands stack up the way they do. Here are some of the interesting conversation drivers behind the retailers who are hitting it out of the park this holiday season – and those that have some work to do:
So, who’s doing well? Kohl’s! Check out some of online consumers’ likes: Facebook page Black Friday deal Price
Walmart – not surprisingly, three of the main dislikes are: Black Friday protest Dangerous working condition Threaten strike
And since Sears plans to have its doors open on turkey day, these dislikes showed up: Force employee to be in store Kill Thanksgiving
What do you think? Check out the Mood Meter and leave your comments here!
Daily Winners (11/19-11/29) 11/19-11/20: Kohl’s was the most loved 11/21: Amazon jumped to #1 11/22 (Thanksgiving): Macy’s ruled the roost 11/23 (Black Friday): Home Depot and Macy’s beat out Amazon 11/24: Kohl’s, Amazon and Best Buy made up the top 3 11/25: Target reached #1 11/26 (Cyber Monday): Amazon is back on top followed by Kohl’s and Best Buy 11/27: Kohl’s is #1 again 11/28: Amazon moved to the top once more, with Kohl’s and Old Navy tied at #2 11/29: Amazon remains on top, but Best Buy edges Kohl’s out for a position in the top 3 11/30: Amazon on top for the 3rd day in a row, and 5th day overall 12/1: Amazon reigns supreme, Target and Best Buy make up the rest of the top 3 12/2: Amazon stays strong for 5th day in a row, hits a peak of a Net Sentiment of 90 12/3: Amazon is just about perfect, with Net Sentiment of 98, Kohl’s edges Target out for a spot in the top 3
I dug into the verbatim to find out why Amazon was on top for six straight days, and found that online consumers are raving about discounts on Apple products as well as same day delivery – not only is it great for online consumers trying to save some extra pennies, but it’s also extremely convenient.
Amazon.com offers a variety of discounts on Apple products, including $174 off a 13.3 inch MacBook Air — a 15% discount.
Amazon.com Inc., meanwhile, has offered same-day delivery since 2009
And why was Kohl’s on top before Amazon moved in and settled in to #1? On November 27th, significant chatter revolved around Kohl’s “no-questions-asked return policy”, which alleviated some of the pressure of shopping. Consumers also expressed happiness that Kohl’s extended their Cyber Monday promotion.
The no-questions-asked return policy of the Kohl’s department store chain helped it win a spot on the “Naughty and Nice” list compiled by Consumer Reports.
I am so happy that this Kohl’s Cyber Monday promotion is not over yet! I have been so busy finding and sharing deals…
Daily Winners (12/4 – 12/11)
The Mood Meter has seen a lot of activity in the last 8 days! Here is a glimpse of the movement:
12/4: Amazon, Home Depot, Target 12/5: Amazon, Home Depot, Toys R Us 12/6: Kohl’s, Amazon, Old Navy 12/7: Kohl’s, Old Navy, Amazon, then Toys R Us went back to bottom #9, right on top of Walmart 12/8: Amazon, Target, Macys – Net Sentiment numbers drop below 70, Macys in top three for first time 12/9: Amazon stays on top with 76, Kohl’s and Target in top three 12/10: Kohl’s, Toys R Us surges up to 2nd overall, and 1st part of the day with a NS of 70, Amazon takes 3rd spot 12/11: Amazon with an 89, Target and Old Navy
Once again, Amazon dominated the Holiday Mood Meter, maintaining its top position for 5 of the 8 days monitored. I dug into the verbatim to find out why and found a number of reasons – people are chatting about the great service, as well as gift card giveaways.
amazon.com completed transaction and delivery very well.
Thanks for the giveaway… we love Amazon.com gift cards !
So what about the rest? Kohl’s took the top the remaining three days and the verbatim surfaced showed that online consumers are talking about the great buys from the kitchen department as well as the customer service.
I love to walk through Kohl’s kitchen department, I end up wanting all kinds of things like Fiesta ware dishes, to table clothes and kitchen gadgets, so that is why a giftcard from Kohl’s is on my wishlist
My experience is that kohl’s has the best customer service out there.
And how did Toys R Us bounce around so much? The toy giant moved from the bottom to the top so much in the last 8 days, and I was so curious to see why it climbed to the upper region with a Net Sentiment of 70 on the 10th…and it seems to be that the Toys R Us Christmas catalogue, which has invited criticism in the past for its gender stereotyping, has listened to its critics and made positive strides. Consumers also commented on the great sale deals. Check out some verbatim below:
Needless to say, the Christmas catalog of Toys R’ Us’ Swedish offshoot has cleaned up its act since 2008 and averted condemnation by ridding its content of gender stereotyping. This year’s converted issue now dons a boy caressing a doll and a girl wielding a toy assault rifle.
Good thing my kids are cute enough to make up for it!! We got the kids a bouncy castle, since Connor LOVES playing in them, and Toys R Us was having a really good sale and we had a coupon. The kids have had a blast with it.
Daily Winners (12/12-12/17)
12/12: Amazon on top with an 84, Best Buy and Home Depot tied for next closest with a 61 12/13: Home Depot moves up for the win with a Net Sentiment of 82, Amazon falls to 77, Kohl’s rounds out top three – Walmart and Toys R Us still on the bottom 12/14: Amazon with 74, Target with 67, Kohl’s with 62 12/15: Amazon spikes at 88, Old Navy breaks into the top three with a 76, Macys with a 69 12/16: Target takes #1 with a Net Sentiment of 69, Best Buy at 65 and Amazon hits a low at 59 (but still in top three) 12/17: Amazon on top with a 78, Best Buy and Target rounding out top three
So, let’s dig into what is driving the conversation on these brands. Home Depot ended up on top on the 13th, with conversations revolving around a promotion run through their Facebook page, which promises a grand prize, as well as conversations about the delight of receiving a Home Depot gift card.
“Home Depot looks to reward its customers through Husky Days of Giving, a Facebook contest offering the chance to win great Husky products daily as well as a grand prize to be awarded at the end of the promotion.”
“It is so true. My husband and I ask for Home Depot gift cards all the time because it is a great way to get what you need for a project.”
And what about later in the week? Target overtook the reigning brand, Amazon, on the 16th. I checked out the conversations and found that this was due to multiple reasons. Conversations online showed that people were talking about everything from price to the holiday commercials.
“I don’t know what the cheapest place is, but Target is definitely better than Walgreens.”
“I love the Target commercials this Christmas. They make me laugh way too much. I’m like a kid.”
Only one week till Christmas Eve! How’s your holiday shopping going?
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