Beauty retailer outperforming all others in social media run up to Black Friday

With the Black Friday weekend nearly here, there are clear winners when it comes to social media engagement.



At the head of the class is Sephora, with 2.4 million consumer interactions (reactions, comments, shares, retweets, favorites) across Facebook, Twitter and Instagram. Sephora’s top status is being driven by its success on Instagram, a site that reveals high consumer enthusiasm for the retailer’s offerings of makeup box sets and key brands, such as Bite Beauty and Urban Decay, as well as its own collection.



That’s according to Shareablee’s Black Friday edition of its “Social Scorecard.” The annual report ranks shopper interest in U.S. retailers in the countdown to the official start of the holiday season.



Nordstrom is also earning consumers’ attention across social media. The department store chain had nearly 544,000 social actions in November — a move that earned it the top Black Friday posts on Facebook. The chain also earned highest audience loyalty with 40% of the brand's Facebook audience returning month over month to engage with the brand, the report said.



Meanwhile, Amazon was the clear winner on Twitter, capturing over 9,000 retweets and driving the most social actions for the U.S. retail category in November.



These companies gave some retail giants a run for their money, including Bergdorf Goodman, Barneys, Homegoods, all of which dropped from the top 10 list this year, with declines of 39%, 50%, and 74% respectively.



Major retailers Target, Walmart and Best Buy were also notably absent from the rankings, driving just 338,000 consumer moments on social in November, and declining by more than 50% year-over-year, the report said.