MajorsJan 02, 2026
Marc Metrick Out as CEO of Saks Global Executive Chairman Richard Baker will take over the role as rumors swirl that a bankruptcy filing is imminent for the troubled retailer.
SurveysDec 04, 2017
5 Takeaways on In-Store Traffic So Far This Season
What ShopperTrak’s Black Friday data tells us about foot traffic patterns, what retailers did best and more.
New York--As the unofficial kickoff of the holiday shopping season, Black Friday weekend can say a lot about consumer sentiment and how the rest of the year will go.
ShopperTrak, the Chicago-based company that tracks in-store foot traffic, has released its data for the 2017 weekend, compared it to 2016 data and analyzed what it means for retailers right now.
Here are some of the key points from the company’s findings.
1. The decline in shopper traffic is slowing.
According to ShopperTrak, traffic levels for the holiday week as a whole, from Sunday, Nov. 19 to Sunday, Nov. 26, show that the rate of shopper visit decline is the same this year as it was in 2016-- down 2 percent.
This is a “meaningful” improvement when compared with 2015, the firm said, when traffic was down by nearly 5 percent.
Additionally, Black Friday traffic this year was down less than 1 percent compared with last year, meaning the day still is a very important one for shoppers and that they’re ready to hit the stores this season.
The Saturday and Sunday of the weekend also have become slightly more important for shoppers.
Traffic for the two-day period during the past two years has decreased 3 to 4 percent year-over-year, representing a turnaround from the prior three years, during which time visit decreases ranged from 5 percent to 6 percent year-over-year.
2. Fewer stores are opening on Thanksgiving.
When retailers began extending Black Friday shopping into Thanksgiving night about five years ago, ShopperTrak said its data initially indicated that consumers were responding positively to the late-night hours, showing up in large numbers to stores.
But it noted that as consumer enthusiasm for late Thanksgiving night deals has waned and the popularity of online shopping has grown, both retailers and shoppers have been trying to figure out the right mix.
This year, it resulted in a greater number of brick-and-mortar retailers opting to stay closed on Thanksgiving Day, ShopperTrak said, allowing employees to be their families.
“Based on several years of overall retail traffic data, we know that opening on Thanksgiving Day was merely pulling shopping visits from Black Friday, as opposed to creating an additional opportunity for shoppers to hit the stores,” said Brian Field, senior director of advisory services for ShopperTrak.
The decision to stay closed on Thanksgiving redistributes the shopping visits to the days leading up to
it and to the other holiday weekend days, as well as “contributes to lower overhead and increased goodwill.”
3. Outlet malls were standouts.
According to ShopperTrak, while most retailers saw minimal change in their year-over-year traffic levels during the Black Friday weekend, retailers located in outlet malls had a different story to tell.
Traffic for non-outlet retailers that remained open on Thanksgiving night was flat compared with last year, but stores in outlet malls reported an overall 5 percent increase for the night, as well as a 2 percent increase in visits on Black Friday.
ShopperTrak said many retailers have indicated that they’ve experienced “exceptional” online sales this year.
Adobe reported that $5.03 billion was spent on Black Friday and $6.59 billion on Cyber Monday, officially making it the largest sales day in history.
ShopperTrak also noted that Cyber Monday has little impact on in-store traffic, with brick-and-mortar retailers seeing a smaller decrease in foot traffic on that day, indicating the importance of omnichannel shopping.
5. Many of the busiest shopping days still are to come.
Earlier this fall, ShopperTrak predicted the 10 busiest shopping days of the holiday season.
After the Thanksgiving weekend and the first weekend of December, seven of the 10 anticipated busiest shopping days still remain, including so-called Super Saturday, which will fall on Dec. 23.
It’s important to note that there are four Saturdays in December before Christmas Day to allow for shopping, helping elevate the importance of both Dec. 16 and 23.
3. Outlet malls were standouts.
According to ShopperTrak, while most retailers saw minimal change in their year-over-year traffic levels during the Black Friday weekend, retailers located in outlet malls had a different story to tell.
Traffic for non-outlet retailers that remained open on Thanksgiving night was flat compared with last year, but stores in outlet malls reported an overall 5 percent increase for the night, as well as a 2 percent increase in visits on Black Friday.
“Based on several years of overall retail traffic data, we know that opening on Thanksgiving Day was merely pulling shopping visits from Black Friday, as opposed to creating an additional opportunity for shoppers to hit the stores.”--Brian Field, senior director of advisory services for ShopperTrak4. Online sales continue to boom.
ShopperTrak said many retailers have indicated that they’ve experienced “exceptional” online sales this year.
Adobe reported that $5.03 billion was spent on Black Friday and $6.59 billion on Cyber Monday, officially making it the largest sales day in history.
ShopperTrak also noted that Cyber Monday has little impact on in-store traffic, with brick-and-mortar retailers seeing a smaller decrease in foot traffic on that day, indicating the importance of omnichannel shopping.
5. Many of the busiest shopping days still are to come.
Earlier this fall, ShopperTrak predicted the 10 busiest shopping days of the holiday season.
After the Thanksgiving weekend and the first weekend of December, seven of the 10 anticipated busiest shopping days still remain, including so-called Super Saturday, which will fall on Dec. 23.
It’s important to note that there are four Saturdays in December before Christmas Day to allow for shopping, helping elevate the importance of both Dec. 16 and 23.
More on Surveys
The Latest
Events & AwardsJan 02, 2026
Jan Mohr, Couture’s ‘North Star,’ Dies at 71Mohr had just retired in June after more than two decades as Couture’s retailer liaison.
SourcingJan 02, 2026
IDCA Elects New President, Board of DirectorsShekhar Shah of Real Gems Inc. will serve as president of the Indian Diamond & Colorstone Association in 2026.
Brought to you by
Impacting Tomorrow TodayHow Jewelers of America’s 20 Under 40 are leading to ensure a brighter future for the jewelry industry.
CollectionsJan 02, 2026
Lalaounis’ 2026 Good Luck Charm Speaks to ResilienceThis year’s good luck charm features the mythical horse Pegasus, and is our first Piece of the Week of the new year.
Weekly QuizDec 23, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
EditorsDec 31, 2025
The Top 5 Stories of 2025Articles about crime, engagement rings, and a necklace worn in the World Series generated the most interest among readers.
MajorsDec 30, 2025
Becka Johnson Kibby to Lead Edge Retail AcademyAs part of the leadership transition, Sherry Smith will take on the role of vice president of coaching strategy and development.
Brought to you by
Roseco Releases New Full-Line CatalogRoseco’s 704-page catalog showcases new lab-grown diamonds, findings, tools & more—available in print or interactive digital editions.
SourcingDec 30, 2025
India Chosen as KP Chair for 2026It marks the third time the country has headed the Kimberley Process. Ghana will serve as vice chair.
WatchesDec 30, 2025
Bulova, Stetson Collab on Watches With Western FlairThe new Bulova x Stetson designs highlight two animals often associated with the American West—the bison and the Texas Longhorn.
CollectionsDec 30, 2025
Rahaminov Diamonds Pops Up in FloridaIts residency at Yamron Jewelers will run through May 2026.
IndependentsDec 29, 2025
In Memoriam: Industry Friends We Lost in 2025From influential executives to innovative designers, we pay tribute to the people we said goodbye to this year.
MajorsDec 29, 2025
Tanishq Opens New Stores in Florida, VirginiaThe retailer is expanding into areas with large Indian and South Asian populations.
MajorsDec 29, 2025
Nanis Opens First Flagship Store The Italian brand has opened its first flagship amid the peaks of the Dolomites in Madonna di Campiglio, Italy.
SourcingDec 29, 2025
‘Unearthed: Raw Beauty’ Exhibition Opens at LA MuseumThe new curation at the Natural History Museum of Los Angeles County showcases rare gem and mineral specimens in their uncut, natural state.
CrimeDec 24, 2025
LA Jewelry District Couple Pleads Guilty to Hiding Millions from IRSThe couple pleaded guilty to concealing at least $127 million in cash transactions at its precious metals businesses.
AuctionsDec 24, 2025
Bonhams to Open New U.S. Flagship in NYCIn February 2026, the auction house will move its headquarters to the former Steinway Hall, a neoclassical landmark on Billionaires’ Row.
Events & AwardsDec 24, 2025
NYC Jewelry, Antique, & Object Show Announces Winter EventThe new show will take place Jan. 23-25, 2026.
SourcingDec 23, 2025
Mining Titan Brian Gilbertson Dies at 82The former BHP Billiton leader and Gemfields chairman is remembered for his influential leadership throughout his 50-year mining career.
Events & AwardsDec 23, 2025
Bulgari Reimagines Costume Designers Guild AwardThe LVMH-owned brand has partnered with the costume design union to revamp its award for 2026.
MajorsDec 23, 2025
Kering to Acquire Stake in Raselli Franco GroupThe luxury titan inked a deal to acquire an initial minority stake in the jewelry manufacturer with a pathway to full ownership by 2032.
MajorsDec 23, 2025
For Future Reference Vintage Enters Bloomingdale’sThe company’s curation of unsigned vintage and estate jewelry debuted at the Bloomingdale’s in Costa Mesa, California.
CrimeDec 22, 2025
Customs Seizes Hundreds of Fake Rolex, Cartier WatchesIn the recent multi-shipment seizure, CBP also found counterfeit Audemars Piguet, Moncler, and Chrome Hearts items.
EditorsDec 22, 2025
How Helzberg Is Reimagining Its StoresHelzberg’s Chief Retail Officer Mitch Maggart shared details about its tests of a new store concept rooted in an elevated luxury experience.
Recorded WebinarsDec 22, 2025
2025 Jewelry Rewind: Looking Back on an Eventful Year Jewelers of America execs and National Jeweler editors discuss tariffs, the sky-high gold price, and the engagement that broke the internet.
MajorsDec 19, 2025
MadaLuxe Group Acquires Ippolita The luxury goods company said founder Ippolita Rostagno will remain at the brand’s helm.
MajorsDec 19, 2025
LVMH Names New Bulgari CEOLaura Burdese, who joined the Italian luxury brand in 2022, will take on the role in July.
