Black Friday: How Much is Being the ‘First Stop’ Worth to a Retailer?


Shoppers who braved the cold this Black Friday had a choice to make: Where to shop first?

We analyzed the results and effects of this decision by looking at receipt data from almost 300,000 shopping trips captured by InfoScout on Black Friday. By referencing the exact date and time listed on each receipt, we were able to piece together a shopping trip timeline for each person. It looks like Black Friday deals were good enough to keep shoppers moving, with 74% visiting more than one store during the period.



With so many retailers choosing to pull Black Friday into Turkey Day, we wondered what it’s worth to be the first stop? If you’re Walmart, it’s $32. Shoppers who went to Walmart first spent an average of $68, while shoppers who went to Walmart after visiting another retailer spent only $36—quite a difference!



It’s not only Walmart that was hurt by not being first; almost every retailer does better when they are the first visit. Many of the shoppers who went to Walmart after another store arrived after stopping at Target or Kohl’s.





BlackFriday2015_WalmartShareSwiped@2xWhile the retailers above were able to convince shoppers to come there first, they didn’t hurt Walmart’s basket as much as the retailers to the left. Many of these retailers heavily promoted their Black Friday special deals (e.g., 50% off store-wide at Old Navy and free coffee and donuts at Fred Meyer’s). In terms of gaining the coveted “first stop,” their promotions appear to have worked.


About the Data
More than 300,000 Americans snap pictures of their everyday shopping receipts via InfoScout’s mobile apps: Shoparoo, Receipt Hog and Receipt Lottery. The first 270,000 receipts reported on Thanksgiving night and Black Friday were analyzed to provide a quick read on this year’s trip circuits by shoppers nationwide.