Black Friday Reigns Supreme For Shopper Visits This Holiday
According to Sensormatic Solutions by Johnson Controls
Foot traffic, known as the number of shopping visits to physical retail stores, is flat to last year for 2022. In the years leading up to the pandemic from 2016 to 2019, traffic variance year-over-over ranged between 5-6% below previous years. Field stated, “We are on the other side of the pandemic with more consumers buying online and in stores. Using 2021 as a barometer, being flat going into the holiday season is great.” Field discussed that the holiday season, which Sensormatic Solutions measures as the six weeks starting the Sunday preceding Thanksgiving through December 31st, will be down 5% to up 6% in shopping visits.
Based on fuel prices in 2022, many retailers have reported that customers are making fewer trips to the stores but bundling purchases and spending more money per trip. Inflationary pricing has not significantly impacted consumer spending, with total retail sales up 9.9% through August 2022. Field said, “We have not seen this large of a consumer price increase in 40 years, but, with that said, the organic improvement in shopper visits is suggesting that inflationary pricing may not impact holiday shopping visits.” The recent Fed interest rate hike may deter some holiday shoppers from spending more on holiday purchases than planned.
The complete list of predicted busiest shopping days in the U.S. is as follows:
- Friday, November 25 – Black Friday
- Friday, December 23 – Friday before Christmas
- Monday, December 26 – Day after Christmas, aka “Boxing Day”
- Saturday, December 17 – Super Saturday
- Saturday, November 26 – Saturday after Black Friday
- Saturday, December 10 – Second Saturday in December
- Thursday, December 22 – Thursday before Christmas
- Saturday, December 3 – First Saturday in December
- Sunday, December 18 – Sunday before Christmas
- Wednesday, December 21 – Wednesday before Christmas
On average, the top 10 busiest shopping days in the U.S. account for approximately 40% of all holiday retail traffic. However, retailers might expect even larger numbers this year as high gas prices are expected to create more shopping intensity on the busiest days as shoppers make fewer individual trips. Field shared, “We just completed a shopper survey with results being revealed in early October, but what I can share is that respondents did state they plan to visit more retail stores on Black Friday. This is a great sign for physical retailers”