Social media, particularly Twitter played a major role for Cyber Monday and Black Friday. Several major online retailers and pop star Demi Lovato generated a lot of buzz around Cyber Monday.
In the past week, Nov. 24 through Nov. 30 Lovato has been the Twitter influencer generating the most Cyber Monday related tweets. This was related to the promotion of her Devonne by Demi skincare line; there have been 15.5 thousand Cyber Monday retweets related to her official @ddlovato Twitter handle, with another 3.3 thousand Cyber Monday related retweets generated by the @devonnebydemi product line handle. 
Amobee Brand Intelligence, a digital marketing company analyzed the digital content engagement around Cyber Monday to find the retailers and brands that were most successful during the buying holiday.
Preliminary findings found that there were 783,144 tweets around Cyber Monday on November 30. Twitter sentiment around those tweets was 24% positive, 69% neutral and 7% negative. By comparison, there were 285,309 tweets around Black Friday during the same time period on November 30, and 3,821,985 Tweets around Black Friday on November 27, i.e. during Black Friday.
Viola Co, a handcrafted jewelry site generated 2.2 thousand Cyber Monday related retweets in the past week using Twitter handle @VoilaCo, with shopping site Yesah also generating 2.2 thousand Cyber Monday related retweets in the same period using Twitter handle @Yesahdotcom.
Etsy Meet N Tweet or @etsymeetntweet the Etsy Twitter handle generated 1.3 thousand Cyber Monday related retweets in the last week.
Amazon was the retailer brand most associated with Cyber Monday on November 30 with Walmart mentioned in 59% as much Cyber Monday related digital content engagement on the day. In the same period, Target was mentioned 57% as much as Cyber Monday related digital content engagement as Amazon, eBay was mentioned in 15% as much Cyber Monday related digital content engagement as Amazon.
Macy’s was brought up in 12% as much Cyber Monday related digital content engagement as Amazon. With the Target website experiencing outages due to high traffic volume, 29% of all digital content engagement around Target.com on November 30 was around the site being down. Experiencing similar problems, 16% of all digital content engagement around PayPal.com on November 30 was around the site being down.
Eighteen percent of all digital content engagement around Cyber Monday on November 30 was around TVs with 9% of all digital content engagement around Cyber Monday mentioning tablets, and 6% of all digital content engagement around Cyber Monday mentioning laptops. Eight percent of all digital content engagement around Cyber Monday on November 30 mentioned travel with 9% of all Cyber Monday digital content engagement related to video games.
Relative engagement around Cyber Monday has greatly increased in 2015 compared to 2014. On Cyber Monday of last year, there was 48% more digital content engagement around Black Friday than around Cyber Monday. However on Cyber Monday this year, Cyber Monday generated 35% more digital content engagement than Black Friday.
There was still only 17% as much digital content engagement Cyber Monday on November 30 as there was around Black Friday on November 27. This means Black Friday is still the far more popular event, but Cyber Monday has grown to the point where Black Friday is no longer generating more digital interest on Cyber Monday than Cyber Monday than Cyber Monday is.