Johnson Controls announced that Sensormatic Solutions, its global retail solutions portfolio, released preliminary shopper visit data for U.S. brick-and-mortar retail stores and shopping centers on Thanksgiving Day and Black Friday.
Findings indicate that shopper visits resulted in a 52.1% decline in traffic on Black Friday, Nov. 27, compared to 2019.
Shopper traffic also decreased by 45.2% week-to-date (Sunday, Nov. 22 – Friday, Nov. 27) compared to the same period last year.
“Due to COVID-19 and social distancing requirements, shoppers were more purposeful in their in-person Black Friday shopping, causing significantly fewer crowds than we’ve seen in the past,” said Brian Field, senior director of global retail consulting, Sensormatic Solutions. “This was compounded by retailers not offering as many in-store doorbusters and the increasing adoption of e-commerce.”
While many retailers limited their Black Friday hours compared to non-pandemic years, the peak time for shopping remained the same, with the busiest influx of footfall at 2 p.m.
Visits to physical stores on Thanksgiving Day, Nov. 26, decreased by 94.9% compared to 2019.
“Although traffic on Thanksgiving Day has risen in recent years, we are not surprised to see the departure from this trend in 2020,” said Field. “Many well-known retailers elected to close on Thanksgiving this year to prevent crowds in stores and give their hard-working employees more time with their families. Additionally, with Black Friday deals being spread throughout the holiday season, the typical holiday traffic peaks are flattening, with more days sharing importance throughout the season.”
“As we approach Super Saturday, Dec. 19, and corresponding shipping deadlines, we expect to see some of the in-store traffic that didn’t materialize on Black Friday appear as consumers wrap up their holiday shopping and make last-minute purchases,” said Field.