In-store traffic strong throughout Black Friday weekend

Marianne Wilson
Editor-in-Chief
holiday shoppers in mall
Promotions helped fuel in-store traffic on Black Friday.

After a positive turnout on Black Friday, shopper traffic in stores remained elevated throuhgout the holiday weekend.

Shopper visits to brick-and-mortar stores and shopping centers from Friday, Nov. 24 through Sunday, Nov. 26 was up 3.5% from 2022, according to Sensormatic Solutions, part of Johnson Controls. As in years past, the peak shopping time across all three days was 2–3 p.m.

Sensormatic data revealed that traffic on Black Friday (Nov. 24) was up 4.6% from 2022 and seven percentage points compared to 2023’s year-to-date average — the most significant year-over-year increase the industry has seen in recent memory (outside of pandemic years).

Based on an analysis of traffic patterns, Sensormatic said the power of promotions appeared to be at the heart of the strong shopper turnout on Black Friday. Holiday shoppers this season are prepared to spend in person to take advantage of in-store promotions, the company noted. 

Traffic on Saturday (Nov. 25) and Sunday (Nov. 26) was elevated, which marked a departure from last year’s trend. In 2022, shopper traffic dipped following Black Friday’s modest gains, but foot traffic on Nov. 25 and 26, 2023, increased 2.8% and 1% year-over-year, respectively.

The positive results on Nov. 25 may speak to a larger trend this year, as five of the brand’s remaining predicted the top busiest days in 2023 are Saturdays, noted Sensormatic.

“As we look toward the rest of the holiday season, retailers should use insights from Black Friday to fine-tune their plans for the remaining year,” said Grant Gustafson, head of retail consulting and analytics at Sensormatic Solutions. “Power Hour reports can shed light on the peak times for store traffic to inform staffing. At the same time, inventory data, computer vision, and other tools can help leaders identify areas ripe for opportunity and make adjustments that drive even more satisfying holiday shopping experiences.”

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