Black Friday Participants Benefit from Social Networking Sites

For any American wanting to go shopping the day after Thanksgiving, a sense of panic sets in once you begin to look through the ads in the newspaper on Thanksgiving. You want so badly to be one of the lucky persons able to benefit from these great deals, but it is more likely that you will not be due to a limited supply or your fear of being trampled by crazy fellow consumers. Last year, for the first time in my life I experienced the chaos of Black Friday. I searched for a parking spot for 30 minutes only to walk another 15 minutes to the store. As I was standing in line at 5:00AM when the doors opened, I raced to the front of the line and into the store running around like a madman. Black Friday is a crazy day and if only there were ways to make this day more beneficial and less chaotic for the customer. This holiday season large retailers are utilizing social networking sites to provide extra benefits and incentives to consumers.

I was reading the news when I ran across articles describing the effects social networking has had on Black Friday shopping. Most companies currently advertising online used websites such as CNN. According to the article called “Buying, Selling and Twittering All the Way”, (http://www.nytimes.com/2009/11/28/technology/28twitter.html?scp=1&sq=social%20networking%20twitter%20thanksgiving&st=cse)

about 47 percent of retailers stated their intentions to increase the utilization of social networking sites this holiday season. Another article I found called “Black Friday may be first big marketing test of social networks” (http://www.dailyfinance.com/2009/11/27/black-friday-may-be-first-big-marketing-test-of-social-networks/) believed if Facebook, Twitter and Myspace did not produce positive financial gains for retailers, many retailers would fail to invest anymore time or money into the social networking tools. I believe, on the other hand, that the websites provide a substantial gain for future relations between retailers and customers regarding the most important shopping day in America every year whether it immediately provides a financial gain or not.

Stores are using social networking sites to connect with their customers on Black Friday to achieve a financial gain for the current year and a future bond with the customers to keep them coming back to shop. I believe that customers are mainly worried about the deals they will get, how to beat the crowds and the customer service they can receive while hundreds of people are racing around the stores. Most of these goals can be achieved through using Facebook and Twitter.

This year certain stores provided those who were following the store on Twitter or were friends on Facebook with special deals. For example, Gap Outlet offered a 15 percent off purchases of $75 or more to those who were following them on Twitter and Best Buy announced their Black Friday specials early to friends on Facebook. It pays to connect to your favorite stores through social networking sites. Yet, following or becoming friends with the store is not the only way to reap the benefits. An interesting blog I came across at the following link (http://bits.blogs.nytimes.com/2009/11/25/technology-to-help-you-navigate-black-friday-shopping/?scp=5&sq=social%20networking%20twitter%20thanksgiving&st=cse) provided information regarding many stores under one Twitter or Facebook account. Following CheapTweet, BlackFriday and BlackFridayWeb on Twitter or becoming friends with BlackFridayDeals or BlackFridaySavings provided you with a plethora or information regarding deals, coupons and shopping strategies for the big day.

The most interesting development for me was in customer services. A lady shopping at Best Buy had trouble with her new navigation system and used Twelpforce, Best Buy’s 24-hour customer service Twitter account to help her instantly solve her problem. Prior to Black Friday, 25,000 questions had already been answered by Twelpforce. The Mall of America helped customers to find parking spots by tweeting. Customers can stay up-to-date and receive instant feedback from stores on the big day by accessing the Twitter or Facebook accounts on their mobile phone. This is an enormous development. I have heard of many issues regarding customer service on Black Friday and to know that online responses are fast will only make participating stores look more customer-service oriented and perhaps result in more business on Black Friday than those not participating.

On another note, interactive applications on Facebook and tweets promoting contests and games to lure customers back into the store throughout the holiday season are becoming more popular as well. For example, Gap tweeted to New York City where its bus will be giving away sweaters and jeans.

Social networking tools are extremely powerful in distributing information quickly and at a cheap price. Obviously the shopping on Black Friday is hectic and for those seriously looking for the absolute best deals. Now those people can find a way to receive better deals and customer service while the businesses hope to receive financial gains and retain new customers. Where will this trend for Black Friday lead us to next? We will have to wait until next Thanksgiving to find out.

Annika Zeisig