Data indicates winter storm and buy online, pick up in store (BOPIS) trend impacted shopper traffic for Black Friday weekend and Cyber Monday
Johnson Controls today announced that Sensormatic Solutions, its leading global retail solutions portfolio, released a comprehensive ShopperTrak recap of shopper traffic during Black Friday weekend 2019, the period spanning Thanksgiving Day, Nov. 28, 2019, through Sunday, Dec. 1, 2019.
Sensormatic Solutions found that store traffic for the 2019 Black Friday weekend resulted in a 4.0% decrease compared to 2018. Store traffic on Saturday, Nov. 30, resulted in a 2.6% decrease and traffic on Sunday, Dec. 1, resulted in a 7.5% decrease.
On Saturday, traffic increased 0.9% in the Northeast and decreased in all other regions, including Midwest (-10.1%), South (-1.2%) and West (-2.6%). On Sunday, traffic was down significantly by 30% in the Northeast and only down nominally in other regions, including Midwest (-1.4%), South (-3.8%) and West (-1.7%).
"The winter storm that hit most of the Northeast massively impacted in-store traffic patterns for the Thanksgiving weekend," said Brian Field, senior director of global retail consulting for ShopperTrak. "The Saturday after Black Friday is always one of the busiest shopping days of the holiday season and, this year, shoppers in the Northeast came out in record numbers. Our results showed that many consumers in this region anticipated the storm and did most of their shopping on Saturday instead of Sunday this year."
Sensormatic Solutions also looked at the effect of Cyber Monday on brick-and-mortar retail traffic on Monday and found that this year’s traffic increased 0.5%.
"This year we saw an overall increase in store traffic on Cyber Monday," said Field. "Our data historically indicates that Cyber Monday has little impact on in-store traffic. We attribute the uptick this year to some regional snowfall last year and the growing trend of buy online, pick up in store (BOPIS). Many consumers made their purchases online when stores were crowded and elected to pick them up on Monday when stores were not as busy."
Sensormatic Solutions also analyzed traffic on Thanksgiving and Black Friday. After all data was tallied, the final results found that store traffic on Thanksgiving resulted in a 0.8% decrease and store traffic on Black Friday resulted in a 4.4% decrease. Data for the combined two-day period resulted in a 3.6% decline in traffic. A slight variation from what was originally reported, Black Friday remains the busiest holiday shopping day by a landslide.
More information on the 2019 top busiest shopping days here: Top Busiest Holiday Shopping Days.
About Johnson Controls
At Johnson Controls, we transform the environments where people live, work, learn and play. From optimizing building performance to improving safety and enhancing comfort, we drive the outcomes that matter most. We deliver our promise in industries such as healthcare, education, data centers and manufacturing. With a global team of 105,000 experts in more than 150 countries and over 130 years of innovation, we are the power behind our customers’ mission. Our leading portfolio of building technology and solutions includes some of the most trusted names in the industry, such as Tyco®, York®, Metasys®, Ruskin®, Titus®, Frick®, Penn®, Sabroe®, Simplex®, Ansul® and Grinnell®. For more information, visit www.johnsoncontrols.com or follow us @johnsoncontrols on Twitter.
About Sensormatic Solutions
Sensormatic Solutions is the leading global retail solutions portfolio of Johnson Controls enabling smart and connected shopper engagement. By combining critical insights into retail inventory, shopper traffic and loss prevention, Sensormatic Solutions powers operational excellence at scale and helps create unique shopping experiences. Our solutions deliver real-time visibility and predictive analytics for accurate decision-making across the enterprise, enabling retailers to confidently move into the future. With more than 1.5 million data collection devices in the retail marketplace, we 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. Please visit http://www.sensormatic.com, or follow us on LinkedIn, Twitter, and our YouTube channel.
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