Women drive the social media chatter around Black Friday while men lead the way with Boxing Day sales, according to new data from Facebook.
According to the social media giant, 13.6 million interactions related to Black Friday in the form of include posts, likes, comments and shares took place last year, and that figure is expected to be superseded this week.
Facebook also found that women were most active on Black Friday, with 65 per cent of chatter coming from them, while conversations start as early as a week before it takes place.
However, with the sales day still being a fairly new phenomenon in the UK, figures relating to the longstanding Boxing Day event were far bigger.
While 21.6 million interactions in the month of December last year – unlike Black Friday 60 per cent of those conversations were driven by men.
“Facebook (and Instagram) are fast becoming the go-to places for people to find inspiration, discover new products, and share with friends and family during the Christmas period,” Facebook head of ecommerce Martin Harbech said.
“When you consider that over 40 million people log on to Facebook and Instagram every month, the opportunity to connect with shoppers has never been greater.
“With this new insight we hope retailers will be able to make their Christmas campaigns even more successful this year.”