Black Friday Ain’t Necessarily the Biggest Shopping Day for Retail Stores

Woman holding holding bags walking past a Christmas tree in a shopping center

So much hullabaloo is made about Black Friday every year that it gives the erroneous impression that the day after Thanksgiving is the…


Google Location History data from Nov-Dec 2014 reveals, however, that for many retail verticals, the Saturday before Christmas beats out Black Friday for the title of biggest in-store shopping day of the year in terms of foot traffic (see chart below):


For categories like electronics and cellphone stores, it should come as no surprise that Black Friday drives more foot traffic compared to any other weekend during the holiday season; in fact, store traffic is 2x higher in electronics stores and 1.6x higher in cellphone stores on Black Friday.3

However, there are many stores that don’t see their biggest crowds on Black Friday. Shopping malls, superstores & discount stores, and department stores have the highest store traffic on the Saturday before Christmas, while dollar stores have the most foot traffic on Christmas Eve — perhaps due to last minute stocking stuffers.

Source: Google