After 9 days of online offers, Hot Sale 2022 has come to an end. The consumer intelligence platform, Talkwalker, has made its annual report on this season, which includes an analysis of posting on social networks. The study concluded that shoppers generated the most interactions (150k)becoming the protagonists of this period of offers.
In its last editions, this commercial event has obtained very positive results which include a high number of buyers, sales and visits to the stores. This initiative, born in 2014 from an effort by the Mexican Association of Online Sales (AMVO), promotes e-commerce, through promotions and discounts.
In this context, Hot Sale could be defined as one of the most anticipated and important e-commerce campaigns or events of the year; whose main protagonists are merchants and, of course, consumers who prefer the digital channel to make their purchases.
During the Hot Sale 2022, 173.3K mentions were created, which were made by 121.7K users on social networks, of which almost 74% were made by women. The age group with the highest participation among consumers was 18-24 (49.1%) followed by 25-34 (43%). More than 1,600 web pages mentioned online sales, making this edition one of the most commented on by brands and users.
On May 30, a day before the Hot Sale ended, the conversations between consumers and brands were similar. The companies announced the latest offers and promotions. Meanwhile, users commented on the campaign. Total engagement for consumers was 150,000 and for brands 258,000.
The most used emojis and the most relevant industries in social media posts and Hot Sale
The most used emoji during Hot Sale 2022 was the fire 🔥, used in 72% of posts, highlighting attractive offers. It was also accompanied by the amazement emoji 😲, the arrow indicating a falling price ⬇ and the flying money symbol 💸.
According to the report, the most relevant sectors for social media posts were:
- Food and drinks (10%)
- Video games (9.1%)
- Electronics (8.7%)
- Family (7.3%)
The winning brands in the social media posts generated during the Hot Sale were: Amazon Mexico, Liverpool, Sears Mexico, Bodegas Alianza and Kueski Pay. Also on the list Chedraui and Elektra Mexico.
Additionally, the conversation in consumer networks started before brands announced their deals, which drove engagement with the Hot Sale growing days before deals were known, a trend that lasted until May 30 according to the study. .
The report details that the spike in consumer interaction was due to humor and the participation of celebrities and influencerswho shared through their account posts about the possibility of buying a product on Hot Sale 2022.
The most popular hashtags in social media posts, after #HotSale (17.4K mentions), they focused on brands like: #SamsClub; #HotSaleAmazon and #HotSaleconBanorte. Other important hashtags were: #GiveSomethingDifferent; #DaElClick; #big sales; #HotSaleMx; #to offer; #yolecomproadoto; #discounts; #promotions; #Mexico and #EstaEnHOTSAL
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