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SCT

Black Friday still busiest shopping day, study says

September 20, 2018

Black Friday this year is set to be, yet again, the busiest shopping day of the year, despite the so-called “Christmas creep” that has retailers offering deals ever-earlier in the holiday season each year, according to ShopperTrak.

This post-Thanksgiving day of shopping falls on Nov. 23 this year. The second-busiest day will be Super Saturday (Dec. 22), followed by the third Saturday in December (Dec. 15) and the Sunday before Christmas (Dec. 23rd), according to the customer-tracking firm.

“The Thanksgiving Day weekend — including Black Friday as the busiest day, and the Saturday after Thanksgiving, November 24, as the fifth-busiest day — will be a crucial span of days for retailers as they approach the holiday season”

“Our historical analysis indicates that Black Friday is again and has been the biggest shopper-traffic day of the year, and each Saturday in December gets progressively busier as you approach Christmas Day,” said Brian Field, ShopperTrak's senior director of retail consulting practice. “The Thanksgiving Day weekend — including Black Friday as the busiest day, and the Saturday after Thanksgiving, November 24, as the fifth busiest day — will be a crucial span of days for retailers as they approach the holiday season.”

The other busiest days are, in declining order: Nov. 24 (the Saturday after Thanksgiving), Dec. 8 (the second Saturday in December), Dec. 21 (the Friday before Christmas), Dec. 26 (the day after Christmas), Dec. 1 (the first Saturday in December) and Dec. 29 (the Saturday after Christmas).

“These key dates account for nearly 45 percent of all shopper traffic for the entire holiday season, and so it will be essential for brick-and-mortar retailers to align their staffing, inventory and merchandising efforts in relation to these dates,” the company said in a press release.

“Ensuring that key merchandise is in stores, especially during these 10 days, and scheduling associates for the right days at the right times will allow retailers to provide their customers with the intended experience,” Field said, “and keep them coming back well beyond the holidays.”

By Edmund Mander

Director, Editor-In-Chief/SCT

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