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Facebook’s
Festive Conversations

With 65% of all season’s greetings taking place on Christmas and New Year’s,1 it’s clear that people around the world come to Facebook and Instagram to share in the holiday spirit. By looking at how conversations and shopping habits unfolded during the 2015 Holiday season (November 1‑January 1), we’ve uncovered key moments for marketers to target during this most wonderful time of the year.

Days to go

November

01

Holiday planning gets off to a start

Conversations related to Christmas shopping heat up on Facebook as early as November2

Trimming the Holiday to-do list online

Women account for 68% of online purchases visible to Facebook during the Holidays3

23

Black Friday buzz begins globally

39% of posts about Black Friday take place in the four days before the retail doors open2

24 25 26 27

Men contribute to the conversation, talking about Black Friday 1.25x more than they do about Thanksgiving on each day2

Black Friday goes global ... and mobile

An average of 1 in 4 people globally shop on
Black Friday, with Brazil, South Africa, South
Korea and the US leading the way4

Filling carts anytime, anywhere. Facebook sees
that people are 1.30x more likely to make
online purchases on their mobile devices on
Black Friday than on Cyber Monday3

28 29 30

The Cyber Monday blow-out

Women globally make up 78%
of Cyber Monday online
purchases visible to Facebook3

68% of their purchases are
made on desktop3

December

01

Last-minute shopping reigns supreme

An average of 62% of surveyed people report doing most
of their Holiday shopping in December4

One for you and one for me

Whether simply treating themselves or preparing for
a seasonal event, over half of people surveyed say
they buy Holiday gifts for themselves4

11

Leaving it even later

1 in 4 people who do their Holiday shopping in December make their purchases between December 11‑204

24

Taking stock before the Holiday begins

People began talking about their New Year’s
resolutions
the day before Christmas2

Decking the digital halls

Sharing replaces shopping on Christmas Day, as people spend time with friends and family. Christmas is the most active day of the Holiday season on Facebook, with over 800m Holiday-related posts generated2

86% of which are on mobile2

26

Post-Christmas bargain-hunting in the palm of your hand

11% of 2015 Holiday season online purchases visible to Facebook happen the week after Christmas, on par with the nine days leading up to Christmas Day3

27 28 29 30 31

New year, new opportunities

A day for many to set new intentions —
discussions related to New Year’s resolutions
were the highest on December 31 and
accounted for 34% of total conversations
from December 22 to January 92

With almost 40% coming from Millennials (18–34)2