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June 16th, 2024 was Father’s Day – and sons and daughters nationwide took the opportunity to show their dad some appreciation. But how did Father’s Day retail and dining foot traffic compare to that of Mother’s Day?
We dove into the data to find out.
Last month, we observed that though Mother’s Day wasn’t actually created by the greeting card industry, the holiday is one of Hallmark’s busiest days of the year.
And foot traffic analytics show that Father’s Day isn’t far behind. On June 15th, 2024 (the Saturday before Father’s Day), Hallmark stores drew 54.9% more visits than on an average year-to-date (YTD) Saturday – making it the company’s third-busiest day of the year so far. Only May 10th and May 11th, the days before Mother’s Day, drew bigger crowds to the greeting card chain.
And a look at visits to major industries that are top picks for dads shows that a variety of segments enjoyed visit boosts in the run-up to Father’s Day – though for most categories, the magnitude of the bump was considerably smaller than that seen before Mother’s Day.
But for one category in particular – recreational and sporting goods – it was the day before Father’s Day that was the bigger deal. On June 15th, 2024, visits to these retailers jumped 30.9% compared to an average YTD Sunday – making them the biggest beneficiaries of dad’s special occasion. Hobbies, crafts, & gift stores, on the other hand – which saw a substantial visit boost in the lead-up to Mother’s Day – experienced a drop in foot traffic.
Like on Mother’s Day, grateful offspring ponied up on Father’s Day to treat their dads to a nice, sit-down meal. On June 16th, 2024, visits to full-service dining venues jumped 30.3% compared to a YTD Sunday average. Meanwhile, visits to quick-service restaurants increased just slightly, and those to fast-casual establishments declined.
Still, throughout most of the country, full-service restaurants (FSRs) were much busier this year on Mother’s Day than on Father’s Day. The discrepancy was most pronounced in Northeastern states like Connecticut, Pennsylvania, New York, New Hampshire, Massachusetts, Maine, and New Jersey – where Mother’s Day FSR visits were more than 20.0% higher than Father’s Day ones. But two states in the Pacific Northwest, Washington and Oregon, drew more FSR foot traffic on Father’s Day than on Mother’s Day – perhaps due in part to the region’s special connection to the occasion honoring dads. (The tradition of celebrating Father’s Day originated in Spokane, WA in the early 1900’s, decades before it was declared a federal holiday in 1972).
The dining difference between Father’s Day and Mother’s Day is about more than just quantity: Where moms have a clear soft spot for Olive Garden, dads are all about the steak. Texas Roadhouse was the single busiest FSR chain on Father’s Day this year, with visits outpacing an average YTD Sunday by 49.4%.
Father’s Day doesn’t have quite the same retail and dining impact as Mother’s Day – but it’s an important milestone nonetheless.
What other special calendar days are poised to draw outsize customer foot traffic in 2024?
Follow Placer.ai’s data-driven retail and dining analyses to find out.
We’ve previously written about the influence of East Asian, Southeast Asian, and Hispanic cultures and their influence on groceries, malls, and food halls with the likes of H Mart, 99 Ranch, Asia Garden Mall, and Mercado Gonazlez. Now, let’s turn our attention to the huge Indian subcontinent, which includes India, Pakistan, Bangladesh, Nepal, Bhutan, Sri Lanka, and the Maldives.
One of this summer’s breakout sports stories is that of Sarubh Netravalkar, Oracle software engineer by day, Cricket star on the side! He helped Team USA beat Pakistan during the Men’s T20 Cricket World Cup in a huge upset, and has now been nicknamed the “Desi Diaspora Darling.” The United States is co-hosting and participating in this Cricket tournament for the first time, and fans came out in droves to Eisenhower Stadium in Nassau, NY, which essentially became a pop-up stadium in order for the competition to take place. Tikka fries, an ultimate combo of South Asian flavor and American snack favorite, were on offer at the concession stands.
The embrace of South Asian flavors can also be seen in the growth and success at grocery. Patel Brothers and India Bazaar are two Indian grocery chains that have been growing rapidly. The former saw increased year-over-year growth in 8 of the 12 months preceding. Meanwhile, the latter saw year-over-year growth in 11 out of the last 12 months.
The grocery stores can be found in various states in the US, with a particular concentration for Patel Bros in the Chicago, New York, Boston, and DC areas and for India Bazaar in the Dallas area.
South Asian food has many highly flavorful vegetarian and vegan options, which makes it attractive to those seeking a taste boost to dishes. Chai is a staple at many tea and coffee specialty stores, and some are saying that naan sandwiches could be the next burrito. Having the right recipe can really open doors. Bombay Frankie, now located within Westfield Culver City, has its origins at a gas station, but the demand became so high that they opened up a brick-and-mortar restaurant. Their affectionately called “Indian Burrito” comes both rolled up or deconstructed. With deconstructed, one can decide the perfect bite ratio of fluffy naan, seasoned chicken, cool raita, crunchy cucumbers, and tomatoes bursting with flavor.
A quick Google search shows a burst of restaurants that incorporate naan into their name, such as Naan-tastic, Naansense, and Naan & Kabob. Naan n Curry is an example of a naan chain that has seen positive year-over-year growth.
Sourcing food at home has become a lot more attractive for consumers against the backdrop of economic concerns in 2024. In Kroger’s earnings call, CEO Rodney McMullen called out that out of home food costs are outpacing in home food costs, leading shoppers to focus more on in-home meal solutions. Cooking can be seen as a cost saving lever for visitors, but the pandemic period also fostered a love of cooking and spending time in the kitchen, even for higher income households not necessarily looking to save money. And it appears through Placer’s location insights that retailers that focus on outfitting the kitchen have been benefiting from this change in consumer behavior.
Despite the home industry having its challenges in foot traffic after the pandemic, housewares retailers have had some positive momentum over the past few months. Beyond that, houseware retailers that specialize in kitchen wares, such as Crate & Barrel and Sur La Table, have seen traffic growth throughout 2024. Williams-Sonoma, despite challenging year-over-year declines in traffic, reported comparable sales growth in the first quarter of 2024, which signals a higher level of conversion in-store.
Sur La Table, a retailer that’s been challenged in the past, has found new life in changing consumer needs. One of Sur La Table’s core competencies is in-store cooking classes, and experiential retail continues to be one way the industry can provide inherent value to visitors. Dwell times are almost 10 minutes longer than Williams-Sonoma, its closest competitor (below). It also has the highest median household income of visitors and has the highest share of visits from households over $150k. Certainly at-home cooking has increased across income brackets, but high-end consumers also appear to be interested in adjacent home categories to take their skills to the next level. Blending product knowledge, experiences and assortment has greatly benefitted Sur La Table, and even against a challenging specialty retail landscape, the retailer has once again found its niche.
These retailers are often at the top of wedding registry lists, which could benefit traffic as we head into the summer months and the height of wedding season. Crate & Barrel, while not solely a kitchen focused retailer, has long been known as a registry destination that helps registrants outfit a kitchen with all of the cookware and gadgets one could need. Year to date through June, Crate & Barrel traffic is up 3% year-over-year, which is even more impressive considering that its assortment features an array of home furnishings categories, including furniture. Looking at demographic segments using Spatial.ai, Crate & Barrel over indexes in visits from Educated Urbanites and Young Professionals and Sunset Boomers compared the the average of other housewares chains, a signal that the wedding registry business, typically fueled by kitchen goods, could be attracting these particular subsets. Crate & Barrel also has a high level of loyalty in visits compared to other competitors in the space.
As we reported about Wayfair a few weeks ago, home retailers that have created exciting experiences and reasons to visit are still resonating with consumers, despite the tempered interest in the home category. An increased interest in cooking by consumers certainly plays a part in these retailers' success, but they have also had to provide even more incentive to drive traffic growth as consumers shift their attention away from purchasing for their homes. Having an experiential component or registry business have kept kitchen focused retailers more aligned with their consumer’s needs, which drive inherent value in today’s retail landscape, something not easy to come by.
Thrifting is on the rise. Whether fueled by a desire to shop more sustainably, find unique pieces, or save money, consumers have been increasingly turning to secondhand clothing stores for their new threads. And interest in thrift shopping is only expected to grow over the next few years – with some estimates putting the U.S. secondhand market at $73 billion by 2028.
With 2024 nearly at the midway point, we dove into the data to take a closer look at the segment.
The past few years have seen a growing interest among consumers in all things value, and thrift shops have been reaping the benefits. Between January and May 2024, the segment experienced strong monthly year-over-year (YoY) foot traffic growth. And compared to pre-COVID, too, thrift stores drew 29.6% more foot traffic in Q1 2024 than in Q1 2019.
Diving into the visit performance of individual thrift store chains reveals strength across a variety of brands. YoY visits to Goodwill, Crossroads Trading Co., and Savers were consistently elevated between January and May 2024.
Who are the shoppers driving thrift shop visit growth? Analyzing the demographics of thrift store visitors’ trade areas reveals that in 2024, thrift stores serve an economically diverse customer base. Data from the STI: PopStats dataset combined with Placer.ai captured market data shows that Goodwill draws customers from areas with a median household income (HHI) below the nationwide median $76.1K. Savers, for its part, draws shoppers from average-income areas, while Crossroad Trading Co. attracts a high-HHI customer base – likely due to the chain’s strong presence in affluent California and focus on high-end items.
Still, a look at the wider apparel shopping habits of thrift store visitors shows that these shoppers tend to be bargain hunters: Between January and May 2024, visitors to Crossroads Trading Co. and Savers were more likely to visit Goodwill than any other clothing chain. But they – together with Goodwill visitors – also did plenty of shopping at off-price chains like Ross Dress For Less, Marshall’s, and T.J. Maxx. (Crossroad Trading Co., which places a strong emphasis on selling on-trend, high-end items, also saw many of its customers shopping at Macy’s, while Savers visitors were more likely to frequent Kohl’s).
This consistent interest in budget-friendly venues underscores the strong preference for value among the growing ranks of thrift store shoppers
Thrifting is proving its staying power, with visits to major thrift stores outpacing those of other apparel categories. Will the secondhand market continue on its upward trajectory?
Follow Placer.ai to keep up with the latest data-driven retail trends.
Limited-assortment value grocery stores like Aldi and Grocery Outlet Bargain Market have thrived in recent years, as inflation-wary consumers sought out ways to save money at the till.
But how are these chains faring in 2024? Have cooling inflation and increased consumer confidence put a dent in their performance? We dove into the data to find out.
As the name suggests, limited-assortment grocery stores are known for carrying fewer products than traditional grocery stores in a bid to cut down on overhead costs and pass savings on to consumers. These chains also utilize other methods, such as private label brands, opportunistic merchandising, and fewer in-store amenities, to keep prices low.
And foot traffic data shows that in the first part of 2024, consumers continued flocking to these brands to grab groceries at a discount – driving year-over-year (YoY) foot traffic growth that far outperformed that of traditional grocery stores. In May 2024, for example, visits to the overall grocery segment grew by 7.9% YoY, while Aldi and Grocery Outlet Bargain Market experienced YoY growth of 26.3%, 14.3%, and respectively.
Some of this foot traffic growth can be attributed to the two chains’ continued expansion: Aldi added dozens of new stores in 2023 – with hundreds more in the pipeline – and Grocery Outlet Bargain Market also significantly grew its footprint. But the average number of visits to both brands’ individual locations also increased, again outpacing traditional grocery, showing that their expansion is meeting robust demand.
Looking into the loyalty rates of visitors to these limited-assortment value chains provides more reason for optimism for the sector: Over the past three years, Aldi and Grocery Outlet Bargain Market both saw an increase in loyal visits – defined as those made by people who frequented the chains at least four times in a month.
In April 2022, for example, 28.0% of visits to Aldi and 27.0% of visits to Grocery Outlet Bargain Market were made by people who visited the chains at least four times during the month – but by 2024, these shares grew to 30.1% and 30.2%, respectively. A similar trend was observed in May 2024.
Increasingly, it seems, people are doing at least part of their routine weekly grocery shopping at these limited-assortment chains. And with consumers continuing to seek ways to save money, these grocers are well-positioned to continue growing their visit shares.
The limited-assortment, value grocery model continues to prove its staying power, with impressive foot traffic, visits per location, and loyalty rates.
Will the segment continue on its upward trajectory?
Visit Placer.ai to find out.
About the Placer 100 Index for Retail & Dining: The Placer 100 Index for Retail & Dining is a curated, dynamic list of leading chains that often serve as prime tenants for shopping centers and malls. The index includes chains from various industries, such as superstores, grocery, dollar stores, dining, apparel, and more. Among the notable chains featured are Walmart, Target, Costco, Kroger, Ulta Beauty, The Home Depot, McDonald’s, Chipotle, Crunch Fitness, and Trader Joe's. The goal of the list is to provide insight into the wider trends impacting the retail, dining, and shopping center segments.
Foot traffic patterns at leading chains can serve as an interesting proxy for consumer sentiment – offering a glimpse into the overall health of the retail and dining spaces. And analyzing the YoY foot traffic performance of the Placer 100 Index for Retail & Dining over the past twelve months reveals that, for the most part, major retail and dining players have enjoyed consistently strong visit growth. In November and December 2023 – during the height of last year’s holiday shopping season – foot traffic to the chains included in the Index increased 2.9% and 3.7% respectively, compared to the equivalent period of 2022.
And although 2024 opened with a slight, weather-driven YoY decline in visits, retail and dining foot traffic quickly bounced back, finishing out May with a 5.1% increase. This springtime jump was partly due to two special calendar days – Mother’s Day weekend, and Memorial Day weekend – both of which drove bigger visit spikes this year than in 2023.
These robust visitation patterns highlight consumer resilience in the face of headwinds – and may be an encouraging indicator of a thriving summer ahead.
Zooming into the Index’s regional performance during May 2024 uncovers impressive positive YoY visit growth across the nation.
The Midwest led the way, buoyed by strong YoY foot traffic growth in South Dakota (6.7%), Michigan (6.4%), and North Dakota (6.4%). But the two states with the biggest YoY visit boosts – Vermont (7.4%) and New Hampshire (7.0%) – were in the Northeast, and the South and West performed well too. This impressive increase in retail and dining visits was observed across the vast majority of the continental U.S., regardless of population size and local weather conditions. Such widespread growth indicates a robust and uniform recovery in consumer activity nationwide, suggesting that factors beyond regional characteristics, such as slowing inflation and increased consumer confidence, played a significant role in driving this trend.
Drilling down into the rankings of individual chains in the index can highlight some of the key trends shaping retail and dining this year.
Value-oriented retailers – including Aldi, Ollie’s Bargain Outlet, and Dollar General, – featured prominently among May’s top performers, both for YoY chain-wide visits and for YoY average visits per location. This robust showing demonstrates the continued draw of budget fare, which has been observed across a wide range of segments – from grocery to apparel.
The quest for savings spilled over into other segments as well. Value gym Crunch Fitness, which grew its footprint significantly over the past year, ranked among the top performers both for overall visits and for visits per location – showcasing the success of its expansion strategy. And casual dining chains Chili’s Grill & Bar and Buffalo Wild Wings also made the list, with YoY visit growth likely driven by successful value promotions.
Indeed, Chili's Grill & Bar – propelled by its hit Big Smasher Burger promotion – has emerged as this month's leading chain, topping the charts both for overall visits (26.3%) and for average visits per location (26.1%).
Hungry, budget-conscious diners can get Chili’s Big Smasher as part of the chain’s signature 3 for Me deal, which lets diners choose a beverage, starter, and main course starting at $10.99. And the offering, which was launched on April 29th, 2024, has become a sensation – going viral on TikTok and garnering significant media attention.
The promotion is competitively priced against QSR offerings, at a time when fast-food chains have seen slowing sales due to cutbacks by inflation-wary consumers. Chili's has been praised for delivering exceptional value – and taking a closer look at weekly visitation trends shows that this strategy is paying off. Chili’s saw a surge of weekly visit growth beginning the week of the promotion (April 29th), and has continued thriving since. This highlights the importance of understanding consumer needs and finding ways to deliver value.
Will June continue to see a rise in retail and dining visits as summer approaches? Will the success of retail and dining foot traffic remain evenly spread across regions, even as some areas are more affected by summer heat? And will value-oriented retailers continue to dominate the ten top performers in retail and dining?
Visit Placer.ai to find out.
Last year ended on a high note for many retailers, with cooling inflation and rebounding consumer confidence contributing to a robust holiday season. Still, 2023 was a year of headwinds for the sector, as consumers traded down and cut back on unnecessary indulgences.
In the midst of these challenges, some segments thrived. Continued prioritization of health and wellness by consumers drove strong visit growth for the Fitness and Beauty & Self Care segments – which emerged as 2023 winners and enjoyed positive foot traffic growth in Q4. At the same time, price consciousness drove foot traffic to Discount & Dollar Stores and Superstores, both of which made inroads into the affordable grocery space during the year.
The Grocery category, too, saw a 4.3% jump in visits last year compared to 2022, as well as a slight uptick in Q4 visits. And even the discretionary Dining sector held its own, with a 2.1% year-over-year (YoY) annual increase in foot traffic, and a Q4 quarterly visit gap of just 1.8%.
Fitness had a particularly strong 2023, buoyed by consumers’ sustained interest in self-care and wellness. Since the pandemic, gym memberships have graduated from a discretionary expense to something of a necessity – an important investment in health and wellbeing. The category has also likely continued to benefit from the post-COVID craving for experiences.
And quarterly data shows that the Fitness segment is positively flourishing. Throughout most of Q4 2023, Fitness venues experienced YoY weekly visit growth ranging from 8.8% to 12.2%. (The unusual visit spike and dip during the last two weeks of the quarter are due to calendar discrepancies: The week of December 18th, 2023 is being compared to the week of December 19th, 2022, which included Christmas Day – while the week of December 25th, 2023 is being compared to the week of December 26th, 2022, which did not).
Drilling down into the data for several leading fitness chains shows that there’s plenty of success to go around. Crunch Fitness – ranked by Entrepreneur as 2024’s top fitness franchise – led the pack with a remarkable 28.2% YoY annual increase in visits, partly fueled by the steady expansion of its fleet. And while other value gyms like Planet Fitness also saw robust visit growth, the boost wasn’t limited to budget options. Given the Fitness sector’s already-impressive 2022 performance, the category’s strong YoY showing is especially noteworthy.
Beauty & Self Care was another category to benefit from 2023’s obsession with wellness – as well as the “lipstick effect”, which sees consumers treating themselves to fun, affordable luxuries when money’s tight. Driven in part by the evolving preferences of Gen Z consumers, cosmetics leaders have embraced wellness-focused approaches to cosmetics that prioritize self-care and self-expression. This strategy continues to prove successful: Throughout Q4 2023, Beauty & Self Care chains saw steady YoY weekly visit growth, especially in November and early December – perhaps highlighting Beauty’s growing role in the holiday shopping frenzy.
One brand leading the cosmetics pack in 2023 was Ulta Beauty – which drew growing crowds with its diverse product selection. Everybody loves makeup, and Ulta makes sure to have something for everyone – from discount fare to more upscale products. Buff City Soap, which now pairs its signature offerings with experiential vibes at some 270 locations across 33 states, also experienced YoY annual visit growth of 14.7%. And Bath & Body Works, which made the Wall Street Journal’s list of best-managed companies for 2023, also saw visit strength, with an overall increase in annual foot traffic, even as Q4 visits saw a slight decline.
If wellness was a key retail buzzword in 2023, value was an equally discussed topic. And Discount & Dollar Stores – ideal destinations for cash-strapped consumers seeking bargain merchandise – made the most of this opportunity. Shoppers frequented these chains year-round for everything from groceries to home goods, propelling the category firmly into the mainstream.
And in Q4 2023, shoppers flocked to discount chains in droves to snag food items, stocking stuffers, and other holiday fare – fueling near-uniform positive YoY foot traffic growth throughout the quarter. The week of October 30th seems to have kicked off the Discount & Dollar holiday shopping season, perhaps showcasing the segment’s growing role as a Halloween candy and costume hotspot.
Every discount chain is somewhat different – and the success of the various Discount & Dollar chains can be attributed to a range of factors. Dollar Tree and Dollar General likely benefited from the broadening and diversification of their grocery selections – while Ollie’s (“Get Good Stuff Cheap!”) solidified its position as a place to find relatively upscale items at a bargain. All three chains – and particularly Dollar General and Ollie’s – also grew their footprints over the past year. Family Dollar (also owned by Dollar Tree) also came out ahead on an annual basis – despite the comparison to a strong 2022.
Of all the Discount & Dollar chains, Five Below saw the biggest surge in foot traffic, partly as a result of its increasing store count. But the retailer’s offerings – affordable toys, party supplies, and other fun splurges – also appear to have been tailor-made for 2023’s retail vibe.
During the fourth quarter of the year, Superstores saw a slight YoY increase in visits – including during the all-important week of Black Friday, beginning on November 20th. (This week was compared with the week of November 21st, 2022, which also included Black Friday). Like Discount & Dollar chains, Superstores saw an appreciable YoY visit uptick during the week of Halloween.
On an annual basis, Superstore mainstays Walmart and Target experienced visit increases of 2.8% and 4.7%, respectively. But while all the major category players enjoyed a successful year, membership warehouse chains’ YoY visit numbers were especially strong. As perfect venues for mission-driven shopping expeditions, Costco, Sam’s Club, and BJ’s likely drew shoppers eager to load up on both inexpensive gifts and essentials.
The traditional Grocery sector also held its own during Q4 2023. Notably, grocery stores saw positive visit growth for most weeks of November and December, a period encompassing the critical Turkey Wednesday milestone – no small feat given the disruptions experienced by the category.
Unsurprisingly, it was discount grocery chains that saw some of the greatest YoY visit growth, as shoppers – including higher-income segments – sought to counter inflation with lower-priced food-at-home alternatives. Whether through opportunistic buying models, private label merchandising, or no-frills customer experiences, value supermarkets proved once again that even quality specialty items don’t have to carry high price tags.
Eating out can be expensive – and when money’s tight, restaurants and other discretionary categories are often first to feel the crunch. But the Dining category seems to have emerged from 2023 relatively unscathed, with overall yearly visits up 2.1% compared to 2022 despite the modest YoY weekly visit gaps in Q4 2023. And given the myriad challenges out-of-home eateries had to contend with in 2023 – from inflation to labor shortages – even the minor weekly gaps are quite an attainment. (As noted, the last two weeks of the quarter reflect calendar discrepancies).
Foot traffic data shows that dining success could be found across sub-categories. Wingstop, Shake Shack, and Jersey Mike’s Subs rocked Fast Casual and QSR, with annual YoY visit growth ranging from 11.8% to 20.3%, partly fueled by the chains’ growing footprints. Full-Service Restaurants also had their bright spots, including all-you-can-eat buffet star Golden Corral and two steak venues: Texas Roadhouse and LongHorn Steakhouse.
And in the Coffee, Breakfast, and Bakeries space, Playa Bowls led the charge. The superfruit bowl chain’s affordable, wellness-oriented treats seem to have been created with 2023 in mind – and during the year Playa Bowls expanded its fleet while also seeing double-digit increases in comparable store sales. Steadily expanding Biggby Coffee and Dutch Bros. Coffee also saw significant YoY foot traffic growth.
New year, new retail opportunities. And though 2023 is firmly in the rearview mirror, the economic headwinds that characterized much of the year have yet to fully dissipate. But every challenge also brings with it new opportunities, and many retailers are adapting to meet their customers' changing wants and needs.
This white paper analyzes location intelligence for 10 brands poised to succeed in 2024. Some, like low-cost apparel and home furnishing stores, are benefitting from consumer trade-down. Others are expanding into rural or suburban areas to meet customers where they are. Read on for some of 2024’s retail winners.
Until around four years ago, New Balance sneakers were commonly seen on the feet of suburban dads – not exactly a recipe for high fashion. But all that began to change in 2019 when the company began collaborating with Teddy Santis, who eventually became New Balance’s creative director. Since then, the brand’s popularity has surged among Gen Z and X and is now one of the fastest-growing sneaker companies in the industry, despite the increasing competition in sneaker space. In 2023, foot traffic to New Balance stores grew 3.3% year-over-year (YoY) and the brand has firmly established itself as ultimate retro cool.
Diving into the demographics of New Balance stores’ captured market trade area reveals the success of the chain’s rebranding. In 2023, New Balance’s trade area included larger shares of “Ultra Wealthy Families,” “Young Professionals,” and “Educated Urbanites” than the average shoe store’s trade area – highlighting New Balance’s successful reinvention as a brand for the young and hip.
The home improvement space is dominated by Lowe’s and Home Depot – but Harbor Freight Tools is quickly making a name for itself as a go-to destination for affordable tools and supplies.
Over the past few years, Harbor Freight Tools has expanded rapidly, with many of its new stores opening in smaller towns and cities. And the expansion appears to be paying off, with visits up YoY during every month of 2023. And although the chain is now operating with a significantly larger store fleet, the average number of visits per venue has generally increased – indicating that the company is expanding into markets where it is meeting a ready demand.
Over a decade after Mackelmore dropped his smash hit “Thrift Shop” in 2012, second-hand stores are still enjoying their time in the limelight. Shoppers, driven by a desire to reduce waste, find unique styles, and to save a few dollars at the till, continue to flock to thrift stores. And Winmark Corporation, which operates five secondhand goods chains – including apparel brands Plato’s Closet (young adult clothes), Once Upon a Child (children's clothes and toys), and Style Encore (women's clothing) – has benefited from the strong demand. Visits to the three Winmark clothing banners increased an average of 5.3% YoY in 2023.
The median household income (HHI) in the trade areas of Winmark’s apparel chains tends to be lower than the median HHI in the wider apparel category – so budget-conscious consumers are driving at least some of the company’s growth. With more consumers looking for ways to cut back on spending in 2024, the demand for second-hand clothes is expected to grow even further – and Winmark is likely to continue reaping the benefits.
HomeGoods, a treasure hunter's dream, is the discount home furnishing retailer owned by off-price retail giant TJX Companies. The chain, which operates over 900 brick-and-mortar stores, recently closed its e-commerce platform to focus on its physical locations – where foot traffic grew 6.0% between 2023 and 2022.
HomeGoods carries kitchen and home decor items along with furniture, and may be benefiting from the relative strength of the houseware segment, driven in part by an increase in at-home entertainment. And in a surprising twist, this low-cost retailer attracts more affluent visitors than visitors to the home furnishing segment overall. The median household income (HHI) in HomeGoods’ trade area stood at $84.7K/year compared to a $78.5K median HHI in the trade area of the average home furnishing chain. As economic uncertainty and the resumption of student loan payments impact consumers, wealthier shoppers seeking a budget-friendly home refresh are likely to continue choosing HomeGoods over pricier alternatives.
Florida-based Bealls, Inc., which got its start as a small town five-and-dime in 1915 in Bradenton, Florida, now operates over 600 stores across the country. The company, which saw an impressive 9.0% YoY increase in visits in 2023, recently consolidated its two largest banners – Burkes Outlet and Bealls Outlet – under the Bealls name.
One reason for Bealls’ success could be its appeal to rural consumers. Over the past five years, the share of households falling into Spatial.ai: PersonaLive’s “Rural Average Income” segment has steadily increased, growing from 12.6% in 2019 to 15.1% in 2023. With rural shoppers continuing to command ever-more attention from retailers, the increase in visits from this segment bodes well for Bealls in 2024.
Ollie’s Bargain Outlet was built for this economy. The chain saw a 13.0% YoY increase in visits in 2023, thanks in part to its popularity among a wide array of budget-conscious consumers. Ollie’s has found success with rural shoppers while maintaining its appeal among value-oriented suburban segments – and the chain’s diverse audience base seems to be setting it apart from other discount retailers.
A closer look at the chain’s captured market data, layered with the Spatial.ai: Personalive dataset, reveals that Ollie’s trade area includes larger shares of the “Blue Collar Suburbs” and “Suburban Boomer” segments when compared to the wider Discount & Dollar Stores category. As the chain plots its expansion, focusing on suburban and rural areas may help Ollie’s meet its customers where they are.
Trader Joe’s has managed to do what few stores can. The company does not invest in marketing, has no online shopping options, and loyalty programs? Forget about it. But despite this unusual approach to running a business, the California native has enjoyed consistent success over the years, with a 12.4% YoY increase in visits in 2023.
Trader Joe’s is particularly popular among younger shoppers, perhaps thanks to the company’s focus on sustainability and social responsibility – as well as its famously low prices. Analyzing the chain’s trade area using the AGS: Panorama dataset reveals that Trader Joe’s attracts more “Emerging Leaders” and “Young Coastal Technocrats” (segments that describe highly educated young professionals) than the average grocery chain. With Gen Z particularly concerned about putting their money where their mouth is, Trader Joe’s is likely to sustain its momentum in 2024 and beyond.
Convenience stores are growing up and evolving into bona-fide dining destinations. And Foxtrot, a Chicago-based chain with 29 stores across Texas, Illinois, Washington, Maryland, and Virginia, is one c-store redefining what a convenience store can be. The chain, which announced a merger with Dom’s Kitchen in November 2023, offers an upscale convenience store experience and is particularly known for including local brands in its product assortment as well as its excellent wine curation and dining options.
Visitors to the chain were significantly more likely to fall into AGS: Behavior & Attitudes dataset’s “Wine Drinker” or “Nutritionally Aware” segments than visitors to nearby convenience stores. The company plans to ramp up store openings, particularly in the suburbs, where convenience and a good bottle of wine might just find the perfect home as a welcome distraction from the daily grind.
Jersey Mike’s is one of the fastest-growing franchise dining chains in the country, operating over 2,500 locations in all 50 states. The sandwich chain has seen its popularity take off over the past few years, with 2023 visits up 14.1% YoY and plans to open 350 new stores in 2024.
The company has long prioritized affluent class suburban customers – and visitation data layered with the Experian: Mosaic dataset reveals that Jersey Mike’s has indeed succeeded in attracting this audience. The percentage of “Booming with Confidence” and “Flourishing Families” (both affluent segments) in Jersey Mike’s trade area was larger than in the trade areas of the average sub sandwich chain. As Jersey Mike’s continues its expansion, focusing on suburban areas may continue to serve the chain well.
The East Coast may not be the first region that pops to mind when thinking about tropical smoothies – but New Jersey-based Playa Bowls is making it work. The company was founded by avid surf enthusiasts determined to bring the flavors of their favorite surfing towns stateside.
Playa Bowls has enjoyed strong visit numbers in 2023, with overall visits up 23.0% and average visits per venue up 17.1% YoY – and part of the chain’s success may be driven by its ability to draw wealthier customers to its stores. The Experian: Mosaic dataset reveals that the “Power Elite” segment is overrepresented in the company’s trade areas: The share of households falling into that segment from Playa Bowl’s captured market exceeded their share in the company’s potential market. As the chain continues expanding its domestic footprint, it seems to have found its niche among a wealthy customer base.
The past year saw a wide range of challenges facing brick-and-mortar retailers as economic fears continued to shake consumer confidence. But there are plenty of bright spots as the new year gets underway. These ten brands prove that the retail world never stands still, and that the next opportunity is just around the corner.
Sports leagues like the NBA, NFL, and MLB boast billion-dollar revenues – and the venues where these games unfold hold significant commercial potential in their own rights. Many stadiums host concerts and other shows in addition to regularly held sporting matches and can accommodate tens of thousands of spectators at once – creating massive retail, dining, and advertisement opportunities.
This white paper analyzes location intelligence metrics for some of the biggest stadiums across the country to reveal the commercial potential of these venues beyond simple ticketing revenue. Where do visitors of various stadiums like to shop? Do specific sporting and cultural events impact the nearby restaurant scene differently? How can stadium operators, local businesses, and advertisers tailor their offerings to a stadium’s particular audience and make the most of the stadium and the space throughout the year?
We take a closer look below.
The three major sports leagues – the National Basketball League (NBA), Major League Baseball (MLB), and the National Football League (NFL) – play at different points of the year, and the number of games each league holds during the season also varies.
MLB leads in game frequency, with each team playing 162 games during the regular season, which runs approximately from April through September. Basketball season is also around six months – roughly from mid-October to mid-April – but each NBA team plays only 82 games a season. And the NFL has both the shortest season – 18 weeks running from early September to early January (with the pre-season starting in August) – and the fewest number of matches per team. Understanding the monthly visitation patterns for the various types of stadiums can help advertisers, stadium operators, and other stakeholders ensure that they are leveraging the full potential of the venue throughout the year.
Unsurprisingly, the sports arenas serving the different leagues see visit spikes during their leagues’ respective season. But comparing visit numbers throughout the year to the average monthly visit numbers for each category in 2023 reveals that the relative visit increases and decreases during the on- and off-season vary for each type of stadium.
MLB stadiums display the steadiest visit strength during the on-season – perhaps due to MLB’s packed game schedule. MLB tickets also tend to be relatively affordable compared to tickets to pro football or basketball matches, which may also contribute to MLB’s consistently strong visit numbers throughout the season. During the MLB off-season, baseball fields – which tend to be uncovered – are relatively empty.
The seasonal visit spike to NBA arenas is less steady. The beginning and end of the season see strong peaks, and visits slow down slightly during the mid-season months of January and February. Visits then drop during the off-season spring and summer, but the off-season visit dip is not as low as it is for MLB fields – perhaps because the NBA arenas’ indoor nature make them suitable locations for concerts and other non-basketball events.
Meanwhile, NFL stadiums see the least dramatic drop in visits during the NFL off-season, as these venues’ enormous size also make them the ideal location for concerts and other cultural events that draw large crowds. These arenas’ strong almost year-round visitation numbers mean that sponsors and advertisers looking to expand beyond sports fans to reach a diverse audience may have the most success with these venues.
Although MLB offers the most budget-friendly outing, combining STI: Popstats demographic metrics with trade area data reveals that MLB stadium visitors reside in higher-income areas when compared with visitors to NBA or NFL stadiums.
Baseball fans tend to be older than fans of the other sports, which could partially explain MLB stadium visitors’ higher household income (HHI). The combination of lower ticket prices, higher median HHI among fans, and many games per season offers baseball stadiums significant opportunities to engage effectively with their fan bases.
But while NBA and NFL stadium attendees may not come from as high-income areas as do MLB stadium visitors, fans of live basketball and football still reside in trade areas with a higher HHI compared to the nationwide median. So by leveraging stadium space, advertisers and other stakeholders can reach tens of thousands of relatively high-income consumers easily and effectively.
Sports fans are known to be passionate, engaged, and willing to spend money on their team – but stadium visitors also shop for non-sports related goods and services. Retailers and advertisers can draw on location analytics to uncover the consumer preferences of stadium visitors and tailor campaigns, sponsorships, and collaborations accordingly.
Visitation data to the top five most visited MLB stadiums during 2023 showed differences between the apparel and sporting goods shopping preferences of the various stadiums’ attendees. While 39.4% of visitors to Truist Park also visited DICK’s in 2023, only 30.8% of Yankee Stadium visitors stopped by the sporting goods retailer in the same period. Similarly, while 29.9% of visitors to Yankee Stadium frequented Kohl’s, that percentage jumped to 47.3% for Busch Stadium visitors.
Harnessing location intelligence to see the consumer preferences of a stadium’s visitor base can help retailers, stadium operators, and even team managers choose partnerships and merchandising agreements that will yield the most effective results.
Sports and snacks go hand in hand – what would a baseball game be without a hot dog or peanuts? But while every stadium likely provides a similar core of traditional game day eats, each venue also offers a unique set of dining options, both on- and off-premise. And by leveraging location analytics to gain visibility into stadium-goers dining habits, stadium operators and local food businesses can understand how to best serve each arena’s audience.
Mapping where stadium visitors dine before and after games can help stakeholders in the stadium industry reach more fans.
The chart below shows the share of visitors coming to a stadium from a dining venue (on the x-axis) or going to a dining venue after visiting the stadium (on the y-axis). The data reveals a correlation between pre-stadium dining and post-stadium dining – stadiums where many guests visit dining venues before the stadium also tend to have a large share of guests going to dining venues after the event. For example, the AT&T Stadium in Arlington, Texas, saw large shares of visitors grabbing a bite to eat on their journey to or from the stadium, while the M&T Bank Stadium in Baltimore, Maryland saw low rates of pre- and post stadium dining engagement.
These trends present opportunities for both local businesses and stadium stakeholders. For example, venues with high dining engagement can explore partnerships with local restaurants, while those with lower rates can build out their in-house dining options for hungry sports fans.
Stadiums looking to enhance their food offerings – or local entrepreneurs thinking of opening a restaurant near a stadium – can also get inspired by stadium visitors’ dining preferences. For example, psychographic data taken from the Spatial.ai: FollowGraph dataset reveals that visitors to MetLife Stadium in East Rutherford, New Jersey have a much stronger preference for Asian cuisine compared to New Jersey residents overall. With that knowledge, the stadium can enhance the visitor experience by expanding its Asian food offerings.
On the other hand, MetLife Stadium goers seem much less partial to Brewery fare than average New Jerseyans, so the stadium operators and restaurateurs may want to avoid offering too many Brewery-themed dining options. Stadium stakeholders can reserve the craft beers for Caesars Stadium, M&T Bank Stadium, and Soldier Field Stadiums, where visitors seem to enjoy artisanal brews more than the average resident in Louisiana, Maryland, and Illinois, respectively.
All of the stadiums analyzed exhibited unique visitor dining tastes, a reminder that no customer or fan base is alike. Aligning on- or off-site dining options with offerings that align with a given customer base’s preferences can improve overall visitor satisfaction and boost revenues.
Zooming in to look at consumer behavior around individual events reveals further variability in dining preferences even among visitors to the same stadium, with different types of events driving distinct dining behaviors.
State Farm Stadium in Glendale, Arizona, is home to the Arizona Cardinals. The stadium hosted the 2023 Super Bowl, but the NFL stadium also acts as a concert venue for acts ranging from Taylor Swift to Metallica. And location intelligence reveals that the dining preferences of stadium visitors vary based on the events held at the venue.
During the Super Bowl, sports bars such as Yard House and Buffalo Wild Wings saw the largest increase in visits compared to the chains’ daily average. A month later, attendees at Taylor Swift's concert gave fried-chicken leader Raising Cane’s a significant boost.
Local restaurants can leverage location analytics to see what types of events are popular with their visitor base and craft collaborations and advertising campaigns that resonate effectively with their patrons.
Sports stadiums and arenas are not just spaces for sports and music enthusiasts to gather; they also offer significant commercial opportunities for the surrounding communities. Stadium operators and local businesses can fine-tune their offerings by utilizing location analytics to better connect with their visitor bases and uncover new retail opportunities.
