Update: Access the just released Black Friday data here.
This year saw Thanksgiving solidify its position as the new Black Friday, kicking off the holiday shopping season with a record number of retailers opening their doors to deal-hungry consumers.
To understand which retailers saw the most brick-and-mortar shopper traffic, we analyzed the offline shopping behaviors of consumers sourced 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 found some interesting and rather surprising results:
- Retailers that opened early fared well on Thanksgiving. Kmart, which opened at 6am for 41 hours straight, was the #2 most-visited retailer by store traffic and ranked as the top-gainer in week-over-week traffic share.
- Budget-friendly retailers saw deal driven shoppers hit stores in droves including Dollar General, Family Dollar, and Big Lots – which lured budget-conscious shoppers with early store hours and steep discounts.
- Best Buy, which opened for the first time on Thanksgiving, proved this strategy worked for the electronics retailer ranking as the #4 most-visited destination on Thanksgiving.
- Unsurprisingly, retailer heavy-weight Walmart was the most-visited retailer on Thanksgiving and secured the #3 spot among the top-gainers.
Placed will also release insights on Black Friday’s retail winners on Saturday. To receive an email update when the data is released, please add your email below: