Overall, online sales and traffic showed an increase on Black Friday 2012, the introduction day to holiday commerce.
However, leading social media sites were not part of the upswing, according to a Wall Street Journal blog.
The report said that just 0.34 percent of all online sales came from referrals from the top social media sites -- Facebook, Twitter and YouTube. That was a 35 percent decrease from 2011.
Twitter was the biggest fail. The site was at 0.00 percent in 2012, not even rounding up in the third decimal point.
Facebook referral traffic was down marginally, although its user base grew by 25 percent in the quarter.
However, online shoppers did use social media to express satisfaction with purchases, according to mashable.com.
Also, Black Friday sales overall totaled $59.1 billion in 2012, up from $52.4 billion last year. The per shopper figure was $423, up 6 percent from 2011, according to the National Retail Federation.
-- Are you surprised by these numbers? Did you use social media for Black Friday shopping? Share your thoughts in the comments below.