Early Data Shows U.S. Black Friday In-Store Traffic Down 3.2% YoY, with Footwear Emerging as a Strong Performer, According to RetailNext

CAMPBELL, Calif., December 01, 2024–(BUSINESS WIRE)–RetailNext, the leading in-store traffic analytics provider used by 560+ of the world’s most popular brands, today announced early insights from Black Friday Weekend 2024. Initial data reveals a 3.2% year-over-year decline in in-store foot traffic for Black Friday, reflecting broader trends of cautious spending and intentional purchasing that have defined 2024.

Initial year-over-year results spanning insights from tens of thousands of stores that have RetailNext’s technology reveal:

“The early data from Black Friday weekend provides critical insight into how shoppers are navigating today’s economic environment,” said Joe Shasteen, Global Head of Advanced Analytics at RetailNext. “While overall traffic remains subdued, we saw some notable reversals from trends observed throughout the year. Footwear, which experienced year-over-year traffic declines in nearly every month of 2024, showed resilience during Black Friday weekend. In contrast, Health & Beauty, after an exceptional 2023 performance with a 12% increase in Black Friday weekend traffic, reflects a normalization this year.”

Regional performance during Black Friday Weekend revealed the Midwest experiencing the sharpest decline, influenced by cold winter weather. In the Northeast, adverse conditions—though similar to last year—also dampened turnout but to a lesser extent, underscoring how external factors like weather can significantly impact shoppers’ decisions to venture out or wait in line.

Additional pressures, including high grocery prices and the rising cost of living, have further influenced shopper behavior, with inflation-fatigued consumers carefully balancing discretionary spending. Foot traffic across 2024 has been down 3.1% year-over-year, with sales slipping 4% as shoppers remain cautious about spending. Retailers have responded by extending Black Friday deals to widen the shopping window, helping consumers find value while spreading out their purchases over time.

“This extended shopping period has ultimately decreased the singular importance of Black Friday itself,” continued Shasteen. “Categories like Apparel, Footwear, and Jewelry saw notable traffic increases on the Saturday following Black Friday, indicating that consumers are spreading out their purchases. These trends show a shift in shopping behavior, with extended promotions allowing for more flexibility and reducing reliance on Black Friday as the primary shopping day.”

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