present_pyramid@1x

Facebook’s
Festive Conversations

Christmas starts early on Facebook - up to three weeks before traditional TV launches. This is how the dates and conversations add up.

Days to go

October

Spending starts

24 25 26 27 28 29 30 31

...and ends, for some.

mobile shoppers who have finished their shopping by November1

November

But others wait for Black Friday bargains...

23
35%

Black Friday conversation happens the week before2

24 25 26 27

On Black Friday itself

of conversations happen2

of conversions are from women...2

25-44

age of women who make the most conversions2

interactions related to Black Friday
(in total, between October and January)2

28 29 30

December

Who’s left it to the last minute?

01

shoppers who leave buying most of their presents until December1

11

men who say they’ll shop between
11–31 December1

Boxing Day is topical throughout December

26
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21.6m interactions related to Boxing Day
(in total, during December)2

27 28 29 30

Conversation turns to clothes

31

interactions related to New Year’s outfits on Facebook2

from women2

January

Best value CPMs

01

The first two weeks in January can offer some of the best value CPMs to be found all year on Facebook

Resolutions are made

02
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interactions related to New Year Resolutions
(in total, during December and January)2

are from women2

03

average amount people say they’ll spend on New Year’s resolutions2

Diet and detox discussions begin

04

interactions with diet and detox2

from women2

05 06 07 08

Planning ahead

09

It’s a key day of the year for
financial planning conversations

of interactions are from women2

are from women aged 25-542

10 11 12 13 14 15

But mid-month is a key time of the year for credit card conversations2

Gift cards

30

in gift cards sold at retail3

value of gift cards that remain unspent each year3

And finally...

of Christmas posts are shared on mobile2

of all videos are shared on mobile2

= 1million

pieces of content are posted to Facebook every day over Christmas2

That’s a 23.8% increase on the overall daily average2