Black Friday 2019 post-game assessment: Year-on-Year uplifts
European countries experienced Year-on-Year traffic uplifts on Black Friday. However, Shoppertrak’s shopper visit data for retail stores and shopping centers in the US indicates a combined -3.6% decline for the two-day period of Thanksgiving and Black Friday compared to last year.
There is no longer one way to shop on Black Friday. As omnichannel retail and online shopping continue to grow in popularity, consumers turned to emerging fulfilment solutions, like buy online, pick up in store (BOPIS), this year. As a result of these shopping options, there is a rise of intentional shoppers in-store. During exceptionally busy times, these customers are more intent on purchasing and less on just browsing, making their BOPIS pickup when the stores aren’t as crowded.
ShopperTrak data confirms the power of the Black Friday promotion.
Black Friday, which fell on 29th November, has once again encouraged consumers to hit the shops, our data confirms. Although eschewed by some brands, especially across Europe, Black Friday does represent a huge annual opportunity for retailers, both online and in the physical space. Year-on-Year traffic uplifts were achieved in many countries this year, largely due to the timing of Black Friday close to the end of the month.
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