Black Friday Updates

It’s that time of year! Given there are six less holiday shopping days this year compared to 2012, retailers are getting an early start and opening their doors earlier than ever before. Stay with us as we continue to post Black Friday updates throughout the day…

JC Penney versus Macy’s on Thanksgiving Day

JC Penney needs a blockbuster holiday season to stay afloat and all indications are that they’re off to a good start. Early data from the shopping activity of 125,000 Americans in InfoScout’s consumer panel indicate that JC Penney managed to draw just as many shoppers and sales as its much larger rival, Macy’s, during Thanksgiving Day. JC Penney’s sales per shopper increased by 12% on the day, while the number of shoppers in their stores increased by 2.5-times its normal volume.

Walmart v. Target 

One-third of Americans planning to shop in-stores this Black Friday will start their shopping at Walmart and another quarter (24%) will start their day at Target, leaving all other retailers pursuing what’s left-over in shoppers’ wallets.

While doorbuster deals and ‘everyday low prices’ may be the easiest explanation, new data from InfoScout says that’s only half the story. The company surveyed 500 members of its shopper panel this morning to find out what drove their first choice when deciding where to shop this Black Friday. Surprisingly, one of the biggest differentiators in Walmart’s favor appears to be Walmart’s early opening hours, followed by the convenience of its 4,000+ locations. Target benefits from offering a greater selection of popular gift items at doorbuster prices.

Screen Shot 2013-11-29 at 1.19.19 PM


Department Stores race to Christmas, who’s taken the early lead?

InfoScout’s 125,000 consumer panelists are submitting pictures of their shopping trip receipts in real-time this Black Friday and early data indicates strong performances from both Kohl’s and J.C. Penney.  Kohl’s average shopping basket today is $93 versus $73 in the days leading up to Black Friday.  This compares favorably to Department Store king Macy’s who is seeing smaller baskets than usual this Black Friday at $57 per trip.   J.C. Penney’s gaining the most share among its peers – something it must do throughout this holiday season to keep the lights on according to many industry analysts.

… stay tuned as we publish more findings throughout the day!