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Black Friday 2012: Social Media Conversion Rates Skyrocket

This is article is the third in PrestaShop’s guest blog series. Its content was created by Jon West, Chief Executive Officer at AddShoppers.

You’ve probably seen the reports showing that eCommerce sales this Black Friday topped $1 billion for the first time. Let’s take a look at how social media impacted these record-breaking numbers in online retail.

With data gathered from AddShoppers’s network of over 7,000 retailers, we can report that socially-influenced shoppers had a huge impact in driving these record Black Friday revenue numbers.

Social Network  Black Friday 2012 October 2012 Percent Increase in Conversion Rate
 Facebook 3.68% 0.98% 274%
 Twitter 2.28% 1.27% 79%
 Pinterest 1.43% 0.72% 98%
 Google+ 14.49% 6.54% 122%
 Email 14.39% 10.37% 39%

On average, social traffic converted 77% higher than normal during Black Friday 2012. Going further and breaking down conversion rates by social source reveals even greater differences:

Here’s an overview of top social sources for Black Friday 2012 (check out the interactive stats here):

Black Friday 2012 Social Stats

Stay tuned for our report on Cyber Monday and the lesser known but more lucrative Green Monday!

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