It’s the weekend after Thanksgiving, and for retailers that means Black Friday. We looked into shopping patterns for Friday, and here are some of the things we saw:
- Black Friday shoppers got an early start. 26% of stores were open at midnight, and a full 60% were open by 6:00 am. By 1:00 pm 49.7% of shoppers had set foot inside the store, and 60.2% of purchasing already had taken place.
- Specialty retailers saw significant early traffic, but it didn’t always translate to sales. From midnight until 6:00 am, almost 7% of the day’s traffic had visited specialty retail stores but only 3.4% of the day’s sales took place.
- The busiest period took place from 10:00 am to 4:00 pm, with 58.5% of the day’s shopping trips and 60.2% of the day’s sales taking place during that period. Black Friday’s peak sales hour was noon to 1 pm, and its peak traffic hour was 2 to 3 pm.
Here is a heat map image of the entrance at a popular U.S. sporting goods store for November 16, a typical Friday:
And here’s what the same entrance looked like on Black Friday:
The company examined results for 685 stores throughout the United States across eight retail chains in the specialty and big box segments. In total the company examined more than 1.2 million shopping trips. All year-over-year comparisons are for the exact same set of stores in the specialty retailer segment.