U.S. Retailers Maximize Week of Black Friday, Leading to Softer Day-Of Traffic
Johnson Controls' Sensormatic Solutions reported U.S. in-store shopper traffic declined 3.9% from Nov. 24-29 compared to 2023, aligning with year-to-date trends. Black Friday specifically saw an 8.2% drop in foot traffic versus last year, with peak shopping hours between 2-3 PM. The extended promotional period before Black Friday contributed to softer day-of turnout as retailers spread deals throughout the week to enhance shopping convenience. With a shorter holiday season between Thanksgiving and Christmas this year, retailers expect condensed shopping activity in December, with eight of the top ten predicted busiest shopping days still ahead.
Le Soluzioni Sensormatic di Johnson Controls hanno riportato che il traffico dei clienti nei negozi negli Stati Uniti è diminuito del 3,9% dal 24 al 29 novembre rispetto al 2023, allineandosi con le tendenze dell'anno in corso. Il Black Friday ha registrato specificamente una diminuzione dell'8,2% nel numero di visitatori rispetto all'anno scorso, con le ore di maggiore affluenza tra le 14:00 e le 15:00. Il periodo promozionale prolungato prima del Black Friday ha contribuito a un'affluenza più bassa nel giorno stesso, poiché i rivenditori hanno distribuito le offerte nel corso della settimana per facilitare la comodità degli acquisti. Con una stagione festiva più breve tra il Giorno del Ringraziamento e Natale quest'anno, i rivenditori si aspettano un'attività di shopping concentrata a dicembre, con otto dei dieci giorni di shopping più affollati ancora da venire.
Las Soluciones Sensormatic de Johnson Controls informaron que el tráfico de compradores en las tiendas de EE. UU. disminuyó un 3.9% del 24 al 29 de noviembre en comparación con 2023, alineándose con las tendencias del año hasta la fecha. El Black Friday en particular vio una caída del 8.2% en el tráfico peatonal en comparación con el año pasado, con las horas pico de compras entre las 2 y las 3 PM. El período promocional prolongado antes del Black Friday contribuyó a una menor afluencia el día del evento, ya que los minoristas repartieron las ofertas a lo largo de la semana para mejorar la comodidad de las compras. Con una temporada festiva más corta entre el Día de Acción de Gracias y la Navidad este año, se espera que los minoristas experimenten una actividad de compras condensada en diciembre, con ocho de los diez días de compras más concurridos aún por venir.
존슨 콘트롤스의 센서매틱 솔루션즈는 미국 내 매장 고객 수가 2023년과 비교해 11월 24일부터 29일까지 3.9% 감소했다고 보고했습니다. 특히 블랙 프라이데이는 지난해보다 8.2% 감소한 보행자 트래픽을 기록했으며, 피크 쇼핑 시간은 오후 2시부터 3시 사이였던 것으로 나타났습니다. 블랙 프라이데이 직전의 연장된 프로모션 기간은 당일 방문객 수 감소에 기여했으며, 소매업체들은 구매 편의성을 높이기 위해 주중에 거래를 분산했습니다. 올해는 추수감사절과 크리스마스 사이의 휴가 시즌이 짧아짐에 따라, 소매업체들은 12월에 집중된 쇼핑 활동을 예상하고 있으며, 가장 바쁜 쇼핑일 10일 중 8일이 아직 남아있습니다.
Les Solutions Sensormatic de Johnson Controls ont rapporté que le trafic des clients en magasin aux États-Unis a diminué de 3,9 % du 24 au 29 novembre par rapport à 2023, en ligne avec les tendances de l'année à ce jour. Le Black Friday a spécifiquement enregistré une baisse de 8,2 % du trafic piéton par rapport à l'année dernière, avec des heures d'affluence maximale entre 14h00 et 15h00. La période promotionnelle prolongée avant le Black Friday a contribué à une baisse du nombre de visiteurs le jour même, les détaillants ayant étalé les offres tout au long de la semaine pour améliorer la commodité des achats. Avec une saison des fêtes plus courte entre Thanksgiving et Noël cette année, les détaillants s'attendent à une activité d'achat concentrée en décembre, avec huit des dix jours de shopping les plus chargés encore à venir.
Die Sensormatic Solutions von Johnson Controls berichteten, dass der Kundenverkehr in den US-Stores im Zeitraum vom 24. bis 29. November im Vergleich zu 2023 um 3,9% zurückgegangen ist, was mit den Trends des laufenden Jahres übereinstimmt. Der Black Friday verzeichnete im Vergleich zum Vorjahr einen Rückgang von 8,2% beim Fußverkehr, wobei die Haupt-Einkaufsstunden zwischen 14 und 15 Uhr lagen. Die verlängerte Aktionszeit vor dem Black Friday trug zu einer schwächeren Besucherzahl am Tag selbst bei, da Einzelhändler die Angebote während der Woche verteilten, um den Einkauf zu erleichtern. Mit einer kürzeren Feiertagssaison zwischen Thanksgiving und Weihnachten in diesem Jahr erwarten die Einzelhändler eine konzentrierte Einkaufsaktivität im Dezember, wobei acht der zehn voraussichtlich geschäftigsten Einkaufstage noch bevorstehen.
- Extended promotional period helps distribute store traffic more evenly
- Peak shopping patterns remain stable and predictable (2-3 PM)
- Eight of top ten shopping days still ahead, indicating strong December potential
- Black Friday foot traffic declined 8.2% year-over-year
- Overall weekly shopper traffic (Nov 24-29) down 3.9% vs 2023
- Shortened holiday shopping season between Thanksgiving and Christmas
Insights
The 3.9% decline in week-long Black Friday traffic and 8.2% drop in Black Friday itself reflects a significant shift in holiday shopping patterns. The compressed shopping period between Thanksgiving and Christmas this year will likely intensify retail activity in December, potentially impacting retailer inventory management and staffing needs.
The data suggests retailers are successfully adapting to changing consumer behaviors by extending promotions across multiple days, though this strategy is diluting traditional single-day sales impact. The sustained afternoon peak shopping time between 2-3 PM indicates consistent consumer behavior patterns that retailers can leverage for operational planning.
For Johnson Controls' Sensormatic division, this evolving retail landscape presents both challenges and opportunities in their retail solutions business. The continued relevance of brick-and-mortar shopping, despite lower traffic, underscores the ongoing need for their traffic monitoring and security solutions.
- Week-long Black Friday promotions extended in-store shopper traffic Sunday through Wednesday as retailers prioritized shopper convenience and in-store experience
-
In-store traffic from Sunday, Nov. 24 - Friday, Nov. 29, was in line with 2024 performance year-to-date, down
3.9% year-over-year, according to Sensormatic Solutions ShopperTrak Analytics
NEUHAUSEN,
Preliminary analysis showed shopper traffic on Black Friday was down
“Retailers are changing their approach to meet shopper expectations, extending their deals and promotions beyond Black Friday itself to support a more convenient shopping experience. This led to a softer day-of turnout than expected as shoppers were able to spread out their purchases and spend time with their families,” said Grant Gustafson, head of retail consulting and analytics at Sensormatic Solutions. “The industry’s evolution over the past few years is a testament to the hard work that retail leaders have done to meet consumers where and when they want to shop. They’ve embraced technology, improved their operations, and delivered exceptional experiences which has allowed them to better serve in-store shoppers throughout the entire holiday season.”
What’s to Come
Though Black Friday is predicted to, again, be the busiest day for retailers in the
“There is a lot of the holiday season left. Today, Saturday, November 30th stands as the sixth predicted busiest shopping day of the season,” said Gustafson. “Following this weekend, eight of our top ten predicted shopping days remain. To support a shortened period between Thanksgiving and Christmas, retailers will need to make sure they’ve factored the potential for higher-than-average peak periods into their labor, logistics, and merchandising plans.”
To learn more about how Sensormatic Solutions can help retailers make the most of the holiday season, visit www.sensormatic.com. For more Sensormatic Solutions holiday insights, use #SensormaticHolidays to follow along on LinkedIn and X.
About Johnson Controls
At Johnson Controls (NYSE:JCI), we transform the environments where people live, work, learn, and play. As the global leader in smart, healthy, and sustainable buildings, our mission is to reimagine the performance of buildings to serve people, places and the planet.
Building on a proud history of nearly 140 years of innovation, we deliver the blueprint of the future for industries such as healthcare, schools, data centers, airports, stadiums, manufacturing and beyond through OpenBlue, our comprehensive digital offering.
Today, with a global team of 100,000 experts in more than 150 countries, Johnson Controls offers the world`s largest portfolio of building technology and software as well as service solutions from some of the most trusted names in the industry.
Visit www.johnsoncontrols.com for more information and follow @Johnson Controls on social platforms.
About Sensormatic Solutions
Sensormatic Solutions, the leading global retail solutions portfolio of Johnson Controls, powers safe, secure, and seamless retail experiences. For more than 50 years, the brand has been at the forefront of the industry’s fast-moving technology adoption, redefining retail operations on a global scale and turning insights into actions. Sensormatic Solutions delivers an interconnected ecosystem of loss prevention, inventory intelligence, and traffic insight solutions, along with our services and partners to enable retailers worldwide to innovate and elevate with precision, connecting data-driven outcomes that shape retail’s future. Please visit Sensormatic Solutions or follow us on LinkedIn, X, and our YouTube channel.
View source version on businesswire.com: https://www.businesswire.com/news/home/20241130516668/en/
Madison Southall
Sensormatic Solutions by Johnson Controls
Work: +1-215-869-6452
madison.southall@jci.com
Grace Torrance
Matter on behalf of Sensormatic Solutions
Work: +1-978-518-4504
jciretail@matternow.com
Source: Sensormatic Solutions
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