Black Friday Retail Trends

• Like Nomi observed in previous holidays, deal hunters flocked to discounters on Black Friday. New customers represented 87.1% of all store visits. However, these deal hunters were less engaged than loyal customers, spending only 6% longer browsing per visit during the holiday. In contrast, those loyal customers who did shop over the holiday spent 34% longer in store over the holiday compared to the length of their average visit.

• The holiday had a huge impact on suburban mall shoppers. Traffic to suburban malls increased by 230% while only increasing by 10% to urban stores. Furthermore, suburban shoppers spent 19% longer browsing stores while urban shoppers did not spend any longer in store over the holiday (0% increase).