When it comes to Black Friday retailer projections, bigger is better, at least according to social media and digital analytics company Socialbakers.

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Facebook will guide the shopping decisions of 86.64 million people hitting stores on Black Friday shoppers this year.

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A study by Rosetta, an independent interactive marketing agency, more than half of leading retailers have now taken advantage of Facebook Pages. The study followed 100 leading retailers in the U.S. from April 2008 to September 2008, where Rosetta saw the number of companies with Facebook Fan Pages double. Retailers like Best Buy and Wal-Mart have turned to Facebook Pages in order to promote their brands across Facebook’s social network.
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Just earlier this week we reviewed fbFund competitor Real Gifts, which combines virtual gifting with giving someone a gift in the real world. I thought that combining some of Real Gifts’ elements would be a good idea, for other apps or native Facebook apps. But this Thanksgiving, Facebook is taking advantage of the holiday’s notorious shopping reputation to earn a little revenue for itself. A number of participating retailers are sponsoring virtual gifts that Facebook users can share with each other.

The point? The items represented by virtual gifts, which will be available tonight, are supposed to get users talking about all the shopping they’ll be doing on Black Friday and Cyber Monday. For instance, Dell is sponsoring a festive red laptop that can be gifted to friends.
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