Twitter is sharing findings from some research it conducted into holiday marketing on the platform in an effort to provide retailers with some advice on how to engage shoppers.

According to the company, holiday shopping-related buzz surges by an average of 83% between the hours of 8pm and 12am throughout the season, and by 87% on Sundays in November when retailers release the week’s special offers.

“The flurry of holiday shopping chatter begins in September and kicks up in October,” says Twitter research analyst Kara Louis. “Most of these Tweets (80%) are categorized as “pre-purchase” conversation, meaning it’s the perfect time for retailers to seed gift ideas and offer ways to help people prepare for the holidays.”

“Early in the season, people are also focused on how to make their holiday shopping budget-friendly,” she adds. “30% of the conversation is about the need to save money to buy gifts. This means users are likely to be especially interested in retailer Tweets promoting deals and discounts.”

26% of the conversation shifts to the shopping experience in November, Twitter says. 55% of Twitter holiday conversation in December is about holiday shopping progress. At this point, there’s an uptick in mentions of fashion, clothing, shoes, electronics, and gift cards, which was the most discussed product of 2014. Consumers also tweet a lot of frustration about limited product stock during the month as well as running out of money and time to buy gifts.

Twitter shared some of the findings in this infographic:

Check out this blog post for some brand examples highlighted by Twitter and some more advice from the company on maximizing holiday campaigns.

Images via Twitter