Study: Social shopping didn't make a splash on Black Friday

Social media referrals accounted for just 0.18% of online Black Friday sales, compared with 0.53% last year, according to e-commerce data from 500 major retailers. The numbers suggest retailers are cooling on social commerce after investing more heavily last year, says Jay Henderson, strategy director for IBM Smarter Commerce. "Some of what we've seen this year is retailers pulling back on promotions designed specifically for social media," he says.

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