‘Tis the season for digital numbers that give folks an idea of what’s about to happen during the holidays. Check out six we found particularly interesting:

1. According to Salesforce Social Studio, Black Friday social conversations—via Twitter, Facebook, YouTube, blogs, etc.—are up 20 percent over last year.

2. DataRank, part of Simply Measured, pulled 77,000 #BlackFriday tweets from Nov. 1 through Nov. 22. In its study, the company examined positive sentiment versus negative sentiment around the hashtag and found the following:

3. Walmart has appeared in 38 percent of the tweets about retailers, DataRank said, which made the big-box player No. 1 in that regard. Best Buy was second, appearing in 26 percent of such Twitter messages, while Target drew 23 percent. Here’s a full look at DataRank’s merchants-based findings:

4. Millennials will spend on average $352 on holiday shopping this season, per Ypulse, which surveyed 1,000 Gen Y consumers. Their primary gift-giving recipient will be dear ole Mom (84 percent of the time).

5. According to November research from AYTM Market Research, 47 percent of U.S. Internet users said holiday promotions before Nov. 4 were effective in getting them to make purchases. Twenty-five percent “somewhat agreed” that such promos worked, while 29 percent disagreed that the ads were effective.

6. Researcher eMarketer projects a nearly 6 percent gain in retail holiday sales this year, with e-commerce continuing to grow in the double digits.

Non-holidays bonus stat: Monetate analyzed 7 billion online shopping experiences in the third quarter and found that social networks’ conversion rates came in at 1.3 percent, representing a slight lift year over year.

H/T: Adweek. Getty Images.