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Who Has The Edge This Black Friday? CNBC's Real-Time Read

Who has the biggest buzz this Black Friday? It looks like Wal-Mart Stores, Best Buy, Target, Amazon and Apple may have an edge, according to CNBC's Real-Time Retail Read.

Holiday Mall Decoration
Source: Getty Images
Holiday Mall Decoration

This thing is really cool. Using data mined by Collective Intellect, CNBC is taking the pulse of social media mentions of 20 major retailers — Wal-Mart,Apple, Target,Best Buy, Amazon, Macy’s, Sears , Toys R Us, Costco, Kohl’s, Coach, Victoria’s Secret, Gamestop, JCPenney, Old Navy, The Gap, Home Depot, Bath and Body Works, Staples, Banana Republic — in real-time from Twitter,Facebook, Google+, YouTube, blogs, news sites and more. We’re talking more than 11 million posts a day by 150 million unique authors!

All this data gives us an up-to-the-minute report of what’s going on at stores. For example, what retailers are generating the most buzz about their Black Friday deals? Which stores are people actively shopping at right now — both in the malls and online? Which retailers are shoppers most likely to buy at? And what, if any, problems are people experiencing?

We are breaking down this data into three categories:

  • "Black Friday Buzz" — the top stores people are talking about related to Black Friday sales and coupons
  • "Shopping Right Now" — tracks conversations around top stores people are actually in or shopping online
  • "Likely to Buy" — the top stores people are likely to buy something in

So far, here’s what we are seeing. (We've listed the top five in each category, what’s in “bold” indicates a change from previous hour.)

6:00 am

Black Friday Buzz: Walmart , Target , Best Buy , Macy’s , Kohl’s

Shopping Right Now: Walmart, Best Buy, Target, Macy’s, Toys R Us

Likely to Buy: Best Buy, Walmart, Target, Apple, Amazon

7:00 am

Black Friday Buzz: Walmart, Target, Best Buy, Macy’s, Kohl’s

Shopping Right Now: Walmart, Best Buy, Target, Toys R Us, Macy’s

Likely to Buy: Best Buy, Walmart, Target, Apple, Victoria’s Secret

An interesting note here: Limited'sVictoria’s Secret bumped out Amazon during the 7:00 am hour. Guess some people woke up after their Thanksgiving dinners and decided to buy lingerie?!

8:00 am

Black Friday Buzz: Walmart, Best Buy, Target, Macy’s, Toys R Us

Best Buy and Target, flip-flop; Toys R Us bumps out Kohl’s.

Shopping Right Now: Walmart, Best Buy, Target, Toys R Us, Macy’s

Likely to Buy: Best Buy, Walmart, Target, Apple, Amazon

Well, that was fast. Amazon jumps back into the top five, Victoria’s Secret drops down to nine.

11:00 am

Likely to Buy: Best Buy, Walmart, Target, Amazon, Apple

Amazon and Apple do a switcheroo.

Finding Problems: Walmart, Best Buy, Target, Apple, Kohl’s

Oops! Even though Walmart, Best Buy, Target and Apple have been at the top of the charts in the “good” categories, consumers are also reporting the most problems at these stores too. The biggest complaint: long lines.

And for Walmart, still a lot of chatter about that pepper spray incident. Kohl’s makes an appearance with this group as well — some good company, but not in the right category!

Questions? Comments? Email us at consumernation@cnbc.com.

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