RetailNext Releases Black Friday Store Traffic & Sales Data

RetailNext Inc. data shows overall store traffic in the US for Black Friday sets in at -27% compared to 2019, while sales climbed to an impressive -5.1%.

Logo: RetailNext

SAN JOSE, Calif. - November 27, 2021 - RetailNext Inc.,the worldwide market leader in IoT smart store analytics for optimizing shopper experiences at brick-and-mortar retail stores, has released Black Friday store data, reporting U.S. store traffic at -27% compared to 2019, while net sales hovered just above -5% over the same period. The results point towards a continued yet gradual upward trend in the return to in-store browsing of pre-pandemic levels. 

“Initial Black Friday traffic results were -27% to 2019, but the overall in-store sales story is extremely positive: despite the average ticket of an item being 11% higher than 2019, the average units per transaction was +6% and the average transaction value +18%, resulting in sales only -5%. Shoppers who are coming to stores are coming to shop, and there's a good chance we'll see this trend continue through Sunday”, said Lauren Bitar, RetailNext Head of Insights.

RetailNext's full set of preliminary Black Friday Traffic and Sales data include:

US Traffic Metrics - 2021 vs 2020

  • US Overall: 60,8%

  • Apparel: 74,7%

  • Footwear: 86,1%

  • Health & Beauty: 71,2%

  • Home: 21,6%

  • Jewelry: 69,6%

*Stores must be open on both the TY & LY Date*

US Traffic Metrics - 2021 vs 2019

  • US Overall: -26,9%

  • Apparel: -22,8%

  • Footwear: -24,1%

  • Health & Beauty: -21,0%

  • Home: -23,6%

  • Jewelry: -22,8%

*Stores must be open on both the TY & LY Date

US Sales Metrics - 2021 vs 2020

  • Net Sales: 46,4%

  • ATV: 7,1%

  • CVR: -2,9%

  • SY: -6,4%

  • UPT: -0,1%

  • AUR: 9,4%

*Stores must be open on both the TY & LY Date*

US Sales Metrics - 2021 vs 2019

  • Net Sales: -5,1%

  • ATV : 18,4%

  • CVR: 1,6%

  • SY: 21,7%

  • UPT: 6,0%

  • AUR: 11,4%

*Stores must be open on both the TY & LY Date*

(Statistics are subject to change as retailers continue to report updates)

RetailNext's holiday flash reporting of in-store shopping activity comprises tens of thousands of stores across hundreds of brands operating on the RetailNext smart store platform in the United States. Reporting covers a wide variety of segments, from specialty apparel to larger format, big-box stores, and includes both mall-based and standalone stores. Metrics notably exclude automobiles, petroleum and warehouse clubs. The methodology includes stores in the US that were open both this year and last year.

Black Friday: Rave Or Rant Worthy?  

Join us as we review and unpack key insights into Black Friday 2021 results in the third edition of Fireside Rants. RetailNext's Head of Insight, Lauren Bitar, and Fast Company Senior Staff Writer, Elizabeth Segran, will dive into: 

  • The current state of the landscape

  • Black Friday performance & trends

  • What this means for the rest of the Holiday season


About RetailNext

The first technology platform to bring e-commerce style shopper analytics to brick-and-mortar stores, brands, and malls, RetailNext is a pioneer in focusing entirely on optimizing the shopper experience. Through its centralized SaaS platform, RetailNext automatically collects and analyzes shopper behavior data, providing retailers with insight to improve the shopper experience in real-time.

More than 400 brands in over 90 countries have adopted RetailNext's analytics software and retail expertise to better understand the shopper journey in order to increase same-store sales, mitigate risks and eliminate unnecessary costs. RetailNext is headquartered in San Jose, CA. 

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Judith Subban RetailNext, Inc.

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RetailNext Inc. and RetailNext are trademarks of RetailNext Inc. in the United States.

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