In-store traffic on Black Friday down 8.2%, according to initial analysis
Online retail is shaping up as the big winner on Black Friday.
Shopper traffic on Black Friday was down 8.2% compared to 2023, according to preliminary analysis by Sensormatic Solutions. (Full Black Friday weekend results will be published on Dec. 3.)
Sensormatic’s ShopperTrak Analytics insights indicate that U.S. shopper visits were down 3.9% from Nov. 24 through Nov. 29, in line with the in-store traffic trends seen year-to-date (down 3.0% year-over-year).
The data also showed that early afternoon is still the most popular time for in-store browsing on Black Friday. As in 2023, shopper traffic peaked between 2 and 3 p.m. this year.
“Retailers are changing their approach to meet shopper expectations, extending their deals and promotions beyond Black Friday itself to support a more convenient shopping experience,” said Grant Gustafson, head of retail consulting and analytics at Sensormatic Solutions, the retail solutions portfolio of Johnson Controls. “This led to a softer day-of turnout than expected as shoppers were able to spread out their purchases and spend time with their families.”
Sensormatic noted that the period between Thanksgiving and Christmas is nearly a week shorter than it was last year. With the extended Thanksgiving holiday weekend over as of Cyber Monday (Dec.2), eight of Sensormatic’s top 10 predicted busiest shopping days remain.
[READ MORE: The 10 busiest shopping days of the 2024 holiday season will be…]
“There is a lot of the holiday season left,” said Gustafson. “To support a shortened period between Thanksgiving and Christmas, retailers will need to make sure they’ve factored the potential for higher-than-average peak periods into their labor, logistics, and merchandising plans.”
“The industry’s evolution over the past few years is a testament to the hard work that retail leaders have done to meet consumers where and when they want to shop,” added Gustafson. “They’ve embraced technology, improved their operations, and delivered exceptional experiences which has allowed them to better serve in-store shoppers throughout the entire holiday season.”
