Black Friday, the biggest offline shopping day of the year, saw millions of shoppers hunt for deals at retailers across the U.S.
To better understand which retailers were most successful at driving people into stores on Black Friday, we analyzed offline shopping behaviors from our Placed Insights service, which measures more than 125,000 U.S. smartphone panelists who have opted-in to share their location.
The study revealed this year’s Black Friday winners:
- Walmart was by far the top shopping destination this Black Friday, beating out its nearest competitor, Target, with more than twice the share of total shoppers.
- Best Buy, which we reported secured a top spot in its Thanksgiving debut, remained a top destination for Black Friday shoppers ranking as the #3 most-visited retailer.
- Retailers that chose to remain closed on Thanksgiving, including The Home Depot, Lowe’s, Sam’s Club, and Costco, lost no time in driving people into stores on Black Friday. All four retailers secured spots within the Black Friday Top 10.
- Macy’s was the winner among department stores, ranking as the top gainer in week-over-week traffic share followed by J.C. Penney, Kohl’s, and Sears.
- Big box and department stores weren’t the only ones that saw solid gains on Black Friday. Apparel and specialty retailers Old Navy and Victoria’s Secret, secured 2 of the top 3 spots in the top-gainers ranking.
- American Eagle, which won last Black Friday, once again displayed a strong showing in store traffic on the busiest shopping day of the year.
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