What Shoppers Are Thinking About As Holiday Season Kicks Off

What are consumers talking about on social networks -- and how does that relate to holiday shopping? Marketers can learn a lot by what is said online, even if it’s just in their own circles.

Data from Sprout Social shows that search queries included mentions of the holiday season, holiday deals, holiday shopping, #holidaydeals, #holidayseason, and #holidayshopping on social media from November 1, 2022 through November 21, 2022.

When it comes to social-media conversations throughout November related to holiday shopping, #crypto was notably high, the data shows.

The social-media management platform analyzed holiday shopping conversations in November and found:

  • 441,421 total topic mentions (21K+ avg. messages/day)
  • 315% increase in mentions compared with previous period, from October 11, through October 31
  • 1,401,344 engagements such as likes, shares, comments
  • 10 billion potential impressions
  • 84% positive sentiment rate

The top keywords mentioned in holiday shopping conversations included:

  • #crypto with 23,000 mentions. Many messages included ways to give to nonprofits such as Feed the Children
  • Workers: 15,082 mentions
  • Jobs: 12,924 mentions
  • Christmas: 11,266 mentions
  • Family: 10,541 mentions
  • Gift: 10,475 mentions
  • Cost: 9,933 mentions
  • Groceries: 9,636 mentions
  • #shopsmall: 4,231 mentions
  • Food: 3,632 mentions
  • #stockingstuffers: 2,579 mentions
  • Inflation: 2,247 mentions
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