CollectionsOct 02, 2025
Boucheron Debuts Cuffs Crafted With 3D-Printed SandIts “Quantre Sand” capsule was made using a 3D sand printing technique borrowed from the automotive and aeronautics industries.
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
CrimeOct 02, 2025
$1M in Jewelry Stolen in Northern California Smash and Grab Four individuals have been charged in the “takeover-style” robbery of Heller Jewelers last month, and additional charges are expected.
MajorsOct 02, 2025
Neil Lane Jewelry Exhibition Coming to Toledo Museum of Art“Radiance and Reverie” will showcase more than 150 jewels from Lane’s personal collection by Tiffany & Co., Cartier, and more.
TrendsOct 02, 2025
Amanda’s Style File: October’s Colorful ShowThe month’s birthstones, tourmaline and opal, complement the palette of autumn.
Weekly QuizSep 25, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
ColumnistsOct 01, 2025
Peter Smith: Why Vendor Success Starts With Self-ReflectionSmith shares the importance of looking at your company with openness and honesty to identify opportunities you may be missing.
EditorsOct 01, 2025
Playing Favorites: The Best Jewelry From VicenzaoroAssociate Editor Natalie Francisco visited Italy to spot jewelry trends at the September Vicenzaoro show and share her top finds.
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment ProgramWith their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.
FinancialsOct 01, 2025
Gemfields’ H1 Revenue Falls 47%Its latest interim financials revealed a challenging first half due in part to production troubles at its mines.
MajorsSep 30, 2025
Pandora CEO to Retire in 2026, Hand Reins to CMO Alexander Lacik has led Pandora since 2019. Berta de Pablos-Barbier will succeed him, the first woman to head the company.
CrimeSep 30, 2025
2 Suspects Charged in $300K Sleight-of-Hand Jewelry Store ScamTwo men allegedly used counterfeit bills to purchase luxury watches and jewelry from a North Carolina jeweler.
CollectionsSep 30, 2025
Billie Eilish, Finneas Partner with John HardyThe “Lovestruck” collection, designed with the Academy and Grammy award-winning siblings, is the brand’s first lab-grown diamond offering.
IndependentsSep 30, 2025
Spinelli Kilcollin Announces Residency in DallasThe brand, celebrating its 15th anniversary, has popped up at Market, a luxury fashion destination in Highland Park Village.
IndependentsSep 29, 2025
Nina Pugliese, Longtime Henne Jewelers Employee, Dies at 65She was remembered as a creative and generous woman of faith, who also had a sweet tooth.
TrendsSep 29, 2025
Amanda’s Style File: Ear FocusMove over neck mess, the ear story is the way to make a layering statement today.
IndependentsSep 29, 2025
Mark Henry Jewelry to Debut in CanadaThe New York-based brand is set to launch a limited-time offering for the holiday season at Holt Renfrew in Toronto.
MajorsSep 29, 2025
Overnight Releases New Bridal CatalogThe “Volume 7” bridal catalog features best-selling engagement rings, trending styles, and a new section highlighting anniversary bands.
Events & AwardsSep 26, 2025
Winners of Austin Jewelry Design Contest Announced Jamie Turner Designs is among the winners of the local “Austin Shines” contest, hosted by Eliza Page, a jewelry store in Austin, Texas.
TrendsSep 26, 2025
Piece of the Week: Kwit Jewelry’s Square Signet Pinky RingThe red and azure colorway is one of many fun enamel pairings offered, bringing whimsy to the classic style of a monogramed signet ring.
Policies & IssuesSep 25, 2025
JA CEO Provides Tariff Update Following Annual Fly-InA trade deal with Switzerland seems probable, but reaching an agreement with India remains a challenge, David Bonaparte said.
SourcingSep 25, 2025
2 African Countries Aim to Take Stake in De Beers Botswana’s president said his country wants a controlling share, while Angola envisions multiple countries holding minority stakes.
Lab-GrownSep 25, 2025
Kira Jewels Expands Lab-Grown Diamond ProductionThe manufacturer is adding 1,400 chemical vapor deposition (CVD) reactors to its growing facility in India.
IndependentsSep 25, 2025
Alex Moss’ New Flagship Brings Bold Jewels to SoHoThe jeweler to the stars has worked with Drake, A$AP Rocky, Tyler the Creator, and other celebrities.
WatchesSep 25, 2025
Wilson & Son Jewelers Donates to the Horological Society of New YorkThe Scarsdale, New York-based jeweler donated a professional-grade watch cleaning machine.
Policies & IssuesSep 24, 2025
Tariffs Throw Diamond Trade Into DisarrayThe 50 percent tariffs on diamonds shipped from India to the U.S. have pushed midstream manufacturers to the edge.
SourcingSep 24, 2025
De Beers Adopts New Strategies to Drive Natural Diamond Demand in IndiaDe Beers’ refreshed, multipronged approach, which includes generic promotions and retail partnerships, is delivering positive dividends.
Policies & IssuesSep 24, 2025
For Jewelry Manufacturers, Higher Tariffs Create Long-Term WorriesThey are trying to balance the need to sustain well-established relationships with the pressure higher tariffs have put on margins.
