Cyber Monday, the consumer tech-focused little sister to the infamous Black Friday, is upon us. But what are people shopping for this year?

After taking a look at the data surrounding Black Friday last week, the Brandwatch React team decided to examine the buzz surrounding Cyber Monday to see what insights on consumer behavior could be dug up.

Getting to grips with Cyber Monday on social media

The team gathered a 10% sample of mentions of “Cyber Monday” (or #cybermonday etc) between Friday and 6am Monday morning, finding just over 40k mentions across 80 million+ websites.

It’s not nearly as large as the 10% Black Friday sample we analyzed last week (though we were searching BF mentions over a seven-day period). The Cyber Monday hype, it seems, is not yet on par with that of Black Friday.

That said, Friday’s mentions of Cyber Monday outweighed Saturdays with many people saying they were waiting on Cyber Monday before spending.

Fuck black friday, its all about cyber monday 😌 — Just call me TEE. (@taressanali) November 26, 2016

Want to shop sooo bad but waiting until cyber Monday 😩 the deals better be better than today ! — Che🔮 (@ChelseaJonay) November 26, 2016

Just like Black Friday, the hype has spread beyond the US.

Cyber Monday is a truly global phenomenon.