Michaels : Social Listening Trunk or Treat – Trend Line August 2016 – October 2017

Highlights, 08.01.16 – 10.12.17 21K total mentions, 12K unique authors Predominantly neutral, then positive sentiment; minimal negative commentary By day of week, Mon and Tues generate the highest volume of mentions (~3,500/day), Sunday has the lowest (~2,000) By time of day, most mentions occur late at night, between 9pm and midnight In general, conversation volume is starting earlier (3rd week of Sept as opposed to the 4th) and is pacing to be greater in 2017 versus 2016

Trend Line: Testing Trends Spike contributed to October 31st Trunk or Treat occasions. CONVERSATION VOLUME The information presented on this slide represents the testing trend conversations.

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