Features

Black Friday Recap: This Year’s Winners Based on Real-World Visits

Written on
Nov 29, 2012 
Author
David Shim  |

The dust has settled on Black Friday and early reports are touting the record-breaking billions spent by consumers. But which retailers were the most successful at turning the Black Friday hype into a flood of in-store foot traffic?

In order to better understand how major retailers fared this Black Friday, Placed took a look at shoppers’ behaviors utilizing our location analytics platform to determine this season’s early top gainers. This data is an aggregation of opt-in panelists from the Placed Panels pilot participants.

The study found some interesting, and rather surprising results:

  • American Eagle, Macy’s, Victoria’s Secret and J.C. Penney saw the largest increase of in-store visits on Black Friday compared to their November average. In-store foot traffic increased by a factor greater than 4X to these four retailers.
  • In the case of American Eagle, the influx of traffic and resulting sales have meant a positive start to this year’s holiday season.
  • Retailers that opened their doors on Thursday night, including Toys ‘R’ Us, Sears and Kmart, saw less relative growth in visitation on Black Friday compared to competitors that were closed on Thursday, as Thanksgiving Creep meant more dispersed in-store visitation across the two-day period.
  • Walmart and Target, which both opened their doors on Thanksgiving, saw gains with Black Friday, but not enough to crack the top 20.
  • Among other notable retailers, Best Buy saw Black Friday visits increase by nearly 3.5X while Dick’s Sporting Goods and Kohl’s saw visits increase by more than 3.5X.
  • The Apple Store ranked 5th as highlighting strong demand for its products combined with rare discounts.

Although the online channel continues to grow its share of the retail transactions, offline sales still reign supreme driving more than $9 in every $10 retail dollars spent. With the lack of offline insights into shopping behaviors though, one would think the share of dollars was reversed between the offline and online worlds. Quantifying actual shopper foot traffic unlocks a wealth of insights into consumer behavior, retail market share, and competitive intelligence, providing the potential to significantly impact the bottom line for retailers not only during Black Friday and the holiday shopping season, but all year long.





David Shim is the Founder and CEO of Placed, a location analytics company. By connecting the physical and digital worlds, Placed has created a new class of analytics focused on location. Prior to Placed, David has held leadership roles in product, marketing, and operations at Quantcast, WebTrends, Farecast and Razorfish.

Reader Comments.

Leave a Comment

Add a comment

Tags: , , , , , , , , , , , , , , , , , and
Article Sponsor

More Features