Who Won the Black Friday Turf Battle?


Did shoppers stay home after Thanksgiving dinner this year or head out for their annual shopping pilgrimage?  Recent data show “The Black Friday” shopping event may be losing its luster. Looking at results from InfoScout, the number of unique retailers visited over Thanksgiving/Black Friday declined slightly, with the typical customer visiting just over two stores.  This suggests that shoppers consolidated their purchases or cut back on the time spent shopping.

As expected, Walmart and Target were the most popular destinations among those who headed out after finishing their Thanksgiving dinner or set their alarm for an early shopping day Friday. In fact, the majority of the top brick-and-mortar retailers mirror Black Friday 2015, with a few notable exceptions:

  • Kohl’s and Home Depot each moved up to become the 3rd and 4th largest retailer in 2016.
  • Club stores and home improvement captured a larger proportion of Black Friday spending compared to last year, as did JC Penney. The struggling retailer was aggressive with Black Friday promotions, which may account for the retailer moving up to 5th place (from 8th in 2015).
  • While there were fewer register rings at Best Buy, the chain’s dollar share dropped more dramatically.
  • Looking beyond the top ten retailers, rankings improved for CVS and The Gap, Inc.

About the Data

More than 300,000 Americans snap pictures of their everyday shopping receipts via InfoScout’s mobile apps. The first 70,000 receipts reported on Thanksgiving Day and Black Friday were analyzed to provide a quick read on which brick-and-mortar retailers were most popular among shoppers.

Throughout the 2016 holiday shopping season, InfoScout’s team of researchers will be analyzing real-time data from millions of omnichannel shopping trips. This data is mapped to shopper profile data, instantly triggered surveys and more to provide the richest set of shopper insights available.

For more information, please contact press@infoscoutinc.com.