Black Friday Offline: Walmart Wins Big, Target Follows Suit

Near data reveals footfalls at Walmart stores were four times more than the next popular brand

Black Friday has been the hottest shopping day in the U.S. and 2019 was no different. Reportedly, the sale day recorded to be the second-largest day of the season, and a big win for e-commerce and omni-channel retailers having a strong online presence.

Failing to draw massive increase in offline sales, brick-and-mortar retailers need an alternate strategy for a successful holiday season.

To get a deeper understanding of consumer behavior this Black Friday, we analyzed the offline behavior of shoppers across the US who visited brands such as Best Buy, Target, Walmart, Macy’s, Kohl’s, Home Depot, Lowe’s, Costco and Sears. For a better understanding of consumer behavior, the study was conducted across five regions – West, North East, South Central, Midwest and South East.

Here is the Who, Where and When of Offline Black Friday Shoppers

  • Walmart and Target had the highest store footfalls
  • Shoppers visiting Walmart stores were 4 times more than the shoppers seen at Target stores

Walmart Shoppers during Black Friday 2019

Highest Footfall by Region

WestCalifornia37%
North EastPennsylvania30%
South CentralArkansas20%
MidwestIllinois27%
South EastAlabama40%

Majority of the shoppers at Walmart stores were

Millennials, and preferred to shop between 12 pm to 5 pm

  • Shoppers across all regions were aged between 26-35 years, except in the Midwest – 28% of shoppers in Illinois were between 36-45 years
  • 12 pm – 2 pm and 3 pm – 5 pm were active hours for in-store shopping across the US

Target Shoppers during Black Friday 2019

Highest Footfall by Region

WestCalifornia74%
North EastNew York39%
South CentralTexas38%
MidwestMinnesota24%
South East Georgia63%

Target stores saw traffic peak between 3 pm to 5 pm

  • Again, Millennials were the top deal hunters across regions, except in Minnesota where shoppers were in the 36-45 age group
  • The preferred shopping hours were between 3 pm – 5 pm, except in Alabama where people visited stores between 12 pm – 2 pm

Macy’s Shoppers during Black Friday 2019

Highest Footfall by Region

WestCalifornia79%
North EastNew York32%
South CentralTexas31%
MidwestIndiana24%
South EastGeorgia50%
  • 31% of Macy’s shoppers in Indiana were in the 45 plus age group, while in Illinois, Walmart stores saw 32% of shoppers in the 36-45 age group

Home Depot Shoppers during Black Friday 2019

Highest Footfall by Region

WestCalifornia66%
North EastNew York52%
South CentralTexas26%
Midwest Iowa29%
South EastAlabama49%

Millennial shoppers preferred to visit Home Depot in the evening

  • Home Depot shoppers were mostly millennials in the 26-35 age group and were active between 6 pm – 8 pm, except, in Texas the preferred shopping time was between 3 pm – 5 pm and 12 pm – 2 pm in Georgia was the most active period

Lowe’s Shoppers during Black Friday 2019

Highest Footfall by Region

WestCalifornia51%
North EastNew York27%
South CentralTexas21%
MidwestIllinois24%
South EastAlabama44%

Lowe’s saw more millennial women shoppers between 3 pm to 5 pm

  • Lowe’s in California, New York, Alabama, Illinois, Georgia and Florida saw more millennial women shoppers who were active between 3 pm – 5 pm, whereas Texas saw 52% millennial men shopping between 12 pm to 2 pm
  • In Illinois, 30% of Lowe’s shoppers were between 35-45 years and preferred visiting the Lowe’s from 6 pm to 8 pm

The least visited brands were Sears, Costco, Kohl’s and Best Buy

  • Majority of shoppers visiting Sears and Costco were older in age – 36-45/45+ years when compared to shoppers seen at Kohl’s and Best Buy stores who were 26-35 years
  • Kohl’s and Best Buy had a high percentage of male shoppers in Illinois – 52% and 58% respectively