Retail Traffic on Thanksgiving Day and Black Friday Levels Out

Shopper visit data indicates that Black Friday remains an important day for retail

CHICAGO – Nov. 26, 2016 – ShopperTrak, a Tyco Retail Solutions business unit, today released preliminary retail visit data for Thanksgiving Day and Black Friday 2016, finding that shopper visits declined a combined 1 percent when compared to the same days in 2015. Black Friday 2016 shopper visits, in particular, were flat when compared to Black Friday 2015.

“After analyzing historical shopper visit data, we found that Thanksgiving Day store openings were increasingly pulling shopper visits from Black Friday over the past few years,” said Brian Field, senior director of advisory services for ShopperTrak. “This year, we saw a reversal of that trend, which can be attributed to several factors including fewer store openings on Thanksgiving Day, as well as online shopping. Overall, the message is positive, as the data indicates that Black Friday is still a meaningful day for retail and should not be counted out.”

Eight of the 10 anticipated busiest shopping days still remain, including Super Saturday, which will shift to Dec. 17 due to Christmas Eve falling on the last Saturday before Christmas.

“Looking ahead, it is imperative that physical retailers align their operations – including marketing, staffing and inventory – in order to exceed customer expectations and capitalize on the sales opportunities resulting from the remaining busiest days,” added Field. “Successful retailers differentiate their brands through enhanced experiences rooted in quality products and services.” For more information on holiday shopping trends, visit the ShopperTrak blog:

About ShopperTrak

ShopperTrak is the leading global provider of location-based analytics, offering insights into consumer behavior to improve profitability and effectiveness. Through the use of analytics, ShopperTrak enables clients to better understand their customers, enhance the shopping experience, and ultimately increase traffic, conversion and transaction size.

ShopperTrak is now part of Tyco Retail Solutions, the leader in retail performance and security solutions. Find out more at


United States Media Relations

Jennifer Braner



Europe & Middle East Media Relations

Sarah Cole

FieldWorks Marketing

+44 (0)1892 786917

Tyco Retail Solutions

Anne Lines

Matter Communications


Filed under RFID; Traffic IntelligenceKeywords traffic intelligence

Published on 11/26/2016 Permalink


Add a comment


* indicates a required field