Consumer Behavior

Black Friday sales down compared to pre-pandemic holiday season

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December 9, 2021

Visits to physical retail stores on Black Friday, the day after Thanksgiving, were down 28.3% compared to pre-pandemic 2019, according to data released by Sensormatic Solutions.

The statistic, according to a press release, is evidence consumers are prioritizing in-store shopping trips in order to avoid potential shopping issues.

"While in-store shopping is still not back to 2019 levels, more shoppers felt comfortable visiting stores in person this Black Friday than in 2020," Brian Field, senior director of global retail consulting, Sensormatic Solutions, said in the release. "One driver of this increased traffic could be ongoing supply chain challenges and shipping delays, which are resulting in consumers shopping earlier to ensure their gifts arrive on time. With ongoing staffing challenges due to the labor shortage, retailers can leverage data-driven solutions to ensure their stores are appropriately staffed and shelves are stocked during anticipated busy shopping days."

Visits to physical stores on Thanksgiving Day, Nov. 25, decreased by 90.4% compared to 2019 as many retailers closed on Thanksgiving Day, like they did in 2020. The peak time for in-store Black Friday shopping was between 1-3 p.m., as it has been in years past.

"Retailers kicked off holiday deals early this year to spread traffic peaks out throughout the season, helping to avoid crowded stores on Black Friday, better track and plan inventory, and create an improved holiday shopping experience," said Field in the release. "According to Sensormatic Solutions 2021 Holiday Consumer Sentiment Survey, 65% of U.S. consumers plan to shop in-store this holiday season for product-related reasons, like browsing for gift ideas or to see/touch products before buying. Inventory inaccuracy is especially detrimental during this time of year because demand is at its peak and there is a greater risk of lost revenue, productivity and shoppers. Retailers can use RFID-enabled inventory solutions to limit out of stocks by having the right inventory in the right place at the right time."