According to ShopperTrak Analytics from Sensormatic Solutions, preliminary analysis showed in-store Black Friday shopper traffic in the United States slipped 8.2% versus 2023.
November 24 through Black Friday, November 29, shopper visits to stores in the United States slipped 3.9% year over year, roughly in line with year-to-date in-store traffic trends, down 3% from the same period in 2023, Sensormatic noted.
On Black Friday, early afternoon was the most popular time for in-store visits, with shopper traffic peaking between 2 p.m. and 3 p.m., just as was the case in 2023.
Grant Gustafson, head of retail consulting and analytics at Sensormatic Solutions, pointed to changes in how retailers set their promotions, with many touting Black Friday discounts through the week leading up to the traditional bargain occasion for at least part of the dip.
He said in announcing the results, “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. 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. 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. 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.”
