CollectionsMar 13, 2026
A Trio of Jewels from the 3 Gem Award Nominees for Jewelry DesignOur Pieces of the Week honor the 2026 nominees for the Gem Award for Jewelry Design, Silvia Furmanovich, Cece Fein-Hughes, and Catherine Sarr.
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
WatchesMar 13, 2026
Citizen, Vera Wang to Launch Watch CollectionThe 24-piece watch collection is set to debut in spring 2027.
SourcingMar 13, 2026
Andrea Pooler Joins Third-Generation Diamond Company as COO Pooler, who has more than 25 years’ experience in jewelry, is now chief operating officer of Modani Jewels, Soham Diamonds, and SNJ Creations.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
MajorsMar 13, 2026
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe reopening of the Waldorf Astoria means a homecoming for the industry group’s annual event, which will take place Saturday.
Weekly QuizMar 12, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
CollectionsMar 12, 2026
Jessica McCormack Sends Gold, Gemstones Into ‘Orbit’McCormack looked to the 19th century’s “golden age” of astronomy when designing her new celestial-themed collection.
Events & AwardsMar 12, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on Friday.
Brought to you by
DCA Enters a New Chapter in Jewelry EducationWith refreshed branding, a new website, updated courses, and a pathway for growth, DCA is dedicated to supporting retail staff development.
TechnologyMar 12, 2026
Caratwise Launches, Names Former Signet Exec CEO The new smart design software allows jewelers to configure, price, and confirm a custom engagement ring in real time for in-store customers.
SourcingMar 12, 2026
Grandview Klein Opens New Factory in South Africa The 10,000-square-foot diamond manufacturing facility officially opened in late February and employs 50 people.
Events & AwardsMar 12, 2026
MJSA ‘Future of Jewelry Making’ Scholarship Applications OpenThe MJSA Education Foundation’s scholarships support students pursuing jewelry careers.
AuctionsMar 11, 2026
‘Spectacular’ 26-Carat Diamond Going Up for Auction in London The largest white diamond to come to market in the U.K. in more than a decade, the VVS1, I-color stone is expected to top $1 million.
TechnologyMar 11, 2026
Cast Jewelry’s Rachel Skelly on Coming Back Online Only Skelly shares her plans for reimagining the fine jewelry retailer she re-acquired after it faltered last year.
CollectionsMar 11, 2026
Pyrrha Highlights ‘The Space Between’ In New CollectionThe collection takes inspiration from the emotional space between people, moments, and experiences.
IndependentsMar 11, 2026
From the Jazz Age to the Information Age: London Jewelers Turns 100In 2026, the jewelry retailer is celebrating a milestone only a small percentage of family-owned businesses survive to see.
IndependentsMar 11, 2026
Virginia Jewelers Raise Nearly $30K for Children’s HospitalThe group of jewelers held a jewelry raffle in support of the Children’s Hospital of Richmond at VCU.
FinancialsMar 10, 2026
Signet Jewelers’ Q4 Sales Fall Flat The jewelry giant released preliminary results for the fourth quarter and full year on Monday, with final results slated to come next week.
MajorsMar 10, 2026
Saks Global to Close 15 More StoresThe retailer also gave an update on its vendor partnerships.
TrendsMar 10, 2026
Messika Names Julianne Moore as AmbassadorThe award-winning actress is the “epitome of modern allure,” the brand said.
CollectionsMar 10, 2026
Gemstones ‘Bloom’ in Sorellina’s New CollectionThe “Bloom” collection draws from the flower power movement of the 1960s and ‘70s with inlay pendants offered in eight colorways.
Events & AwardsMar 10, 2026
Diamond-Studded Painting Shines at RJO Foundation AuctionThe unique piece was one of the custom works offered at the foundation's recent silent art auction, which garnered nearly $15,000 in total.
TrendsMar 09, 2026
Jake Gyllenhaal Is Bulgari’s Latest AmbassadorBulgari named Gyllenhaal as its brand ambassador for his embodiment of artistic depth, intellectual curiosity, and warmth.
Events & AwardsMar 09, 2026
TJS Announces 2026 Scholarship WinnersAwards were given to four students, one apprentice, and an emerging jeweler.
AuctionsMar 09, 2026
Joanna Carson’s Jewels Lead White-Glove SaleThe top jewelry lot of the late model’s estate sale, hosted by John Moran Auctioneers, was an Oscar Heyman & Brothers for Cartier necklace.
GradingMar 06, 2026
Tom Moses Leaving GIA After Nearly 50 YearsMoses, who started at GIA’s Santa Monica lab in 1976, will leave the Gemological Institute of America in May.
Lab-GrownMar 06, 2026
Charles & Colvard Files for Bankruptcy, Citing Price PressuresIncreased competition, falling lab-grown diamond and moissanite prices, and the rising cost of gold took a toll on the moissanite maker.
CollectionsMar 06, 2026
Zome’s ‘Solara’ Earrings Embody Celestial BeautyThe earrings, our Piece of the Week, feature pink tourmalines as planets orbiting around an aquamarine center set in 18-karat rose gold.
