December 3, 2018
Retail stores still important for holiday shopping experience
In-store shopper numbers for Black Friday week saw year-over-year improvement
NEUHAUSEN, Switzerland – November 27, 2018 – ShopperTrak, a Tyco Retail Solutions’ brand, today released a more comprehensive report of shopper behavior during 2018 Black Friday week through the busy weekend, the period spanning from Sunday, Nov. 18 to Sunday, Nov. 25. For the analysis, ShopperTrak compared daily store traffic versus the same days last year.
ShopperTrak found that store traffic for the Black Friday week in total resulted in a 1.2 percent decrease vs. last year. But this decline represents an improvement from 2017 when traffic was down 2.3 percent. Black Friday weekend 2018 (Thursday, Nov. 22 to Sunday, Nov. 25) declined only 1.5 percent this year, compared to a 2.2 percent decline in 2017. With online shopping increasing and the early holiday store traffic trends starting to improve over previous years, the relevance of the store for the customer shopping experience is becoming evident. Black Friday festive store shopping is still important for today’s consumers.
“Overall, this year’s minor decrease in shopper visit performance indicates that Black Friday still remains one of the busiest in-store shopping days of the year and traffic is stabilizing from previous years,” said Brian Field, senior director of global retail consulting for ShopperTrak.
ShopperTrak also looked at the effect of Cyber Monday on brick-and-mortar retail traffic on Monday and found that this year’s traffic was down 7 percent. This is a larger decrease than in 2017, when Cyber Monday was down 2 percent and more in line with that year’s holiday weekend results.
“While most of the country is back at work and wouldn’t be shopping significantly in-stores on Monday, the difference between this year’s results and last year’s is surprising. Some of this could have been due to weather issues on Sunday and Monday as well as the lure of Cyber Monday. Regardless, consumers enjoyed their in-store shopping experience over the holiday weekend,” added Field. “Customers are finding their balance between in-store and online shopping strategies, and it will be important for retailers to be prepared for the remaining busiest days in order to compete against online.”
For more information on the 2018 top ten busiest shopping days and holiday shopping trends, visit the ShopperTrak blog, here.
About Johnson Controls
Johnson Controls is a global diversified technology and multi industrial leader serving a wide range of customers in more than 150 countries. Our 120,000 employees create intelligent buildings, efficient energy solutions, integrated infrastructure and next generation transportation systems that work seamlessly together to deliver on the promise of smart cities and communities. Our commitment to sustainability dates back to our roots in 1885, with the invention of the first electric room thermostat. We are committed to helping our customers win and creating greater value for all of our stakeholders through strategic focus on our buildings and energy growth platforms. For additional information, please visit http://www.johnsoncontrols.com or follow us @johnsoncontrols on Twitter.
About Tyco Retail Solutions
Tyco Retail Solutions, part of Johnson Controls, is a leading provider of analytics-based Loss Prevention, Inventory Intelligence and Traffic Insights for the retail industry. Our solutions deliver real-time visibility and predictive analytics to help retailers maximize business outcomes and enhance the customer experience in a digitally-driven shopping world. Our more than 1.5 million data collection devices in the retail marketplace capture 40 billion shopper visits and track and protect billions of items each year. Our retail portfolio features the premier Sensormatic®, ShopperTrak® and TrueVUE™ brands, as well as a full suite of building technology solutions. For more information, please visit TycoRetailSolutions.com, or follow us on LinkedIn, Twitter, and our YouTube channel.