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Luxury apparel retailers have long been central to the holiday experience, carrying premium gifts for the special people in our lives and offering intricate window displays to admire while out and about. And more recently, thrift stores have also entered the holiday shopping conversation as budget-conscious and sustainability-minded consumers increasingly turn to this segment.
We dove into the data for the luxury apparel and thrift store segments to explore the trends defining each space this holiday season.
Bifurcation in apparel, which has been one of the defining themes of 2025, remains a factor during the holiday season thus far. Many consumers continue to prioritize value as inflation weighs on household budgets, while high-end segments are sustained by affluent shoppers less affected by near-term economic headwinds.
The graph below shows the latest visit trends for thrift stores and luxury apparel retailers, highlighting this bifurcation. Thrift stores have posted consistent double-digit visit growth through the second half of 2025, suggesting that economic pressure, sustainability concerns, and the appeal of the treasure-hunt experience are pushing more consumers toward secondhand shopping. And even though thrift store visits don’t generally surge during the holidays (consumers, it seems, prefer gifting from traditional retail channels), Black Friday traffic to the segment surged this year – highlighting the category's growth potential this holiday season.
At the same time, luxury retailers are also maintaining their footing, outperforming traditional apparel. With the exception of a few softer months, luxury visits have hovered near or above 2024 levels for most of the year, as higher-income shoppers continue to stabilize the segment’s performance.
With the core holiday period in full swing, both ends of the apparel spectrum appear positioned to succeed in the current bifurcated retail landscape.
The bifurcation in apparel and its impact on consumer behavior becomes even more apparent when analyzing the trade area median household income (HHI) of the thrift and luxury segments.
The chart below shows that since 2022, the median HHI of luxury apparel retailers’ captured markets has continued to rise – reinforcing the category’s growing dependence on higher-income shoppers as prices climb and more aspirational consumers shift to other segments.
And this trend is also impacting holiday consumer dynamics. Historically, the median household income (HHI) for luxury retailers dips in October and November as middle-income shoppers enter the market for gifts. However, as the sector's baseline affluence rises, the holiday audience is following suit, with the income gap between year-round and seasonal shoppers narrowing. This suggests that the traditional middle-income splurge is waning, replaced by a holiday consumer who increasingly mirrors the high-income profile of the core luxury client.
On the opposite side of the apparel spectrum, the thrift segment appears to be benefitting from the economic headwinds that have put luxury out of reach for many average-income consumers. The data shows that the segment’s captured market median HHI has inched upward since 2022 (although still below the nationwide median of $79.6K) – suggesting that some higher-income consumers are seeking price relief by trading down to thrift stores.
And while the segment's captured market median HHI also decreases slightly in October and November, the decline is less marked than for the luxury segment, indicating only limited leakage of higher-income thrift visitors during the holiday season. These trends suggest that the thrift segment is benefiting from a more price-sensitive consumer base, as its trade area continues to broaden to include a greater share of higher-income households.
Foot traffic and consumer trends across the luxury and thrift segments reveal deeper shifts in the apparel industry. For luxury retailers, a core affluent audience continues to anchor year-round performance, while the aspirational holiday shopper who once traded up for premium gifts appears less engaged than in previous years. Meanwhile, the thrift segment – and other segments traditionally catering to lower-income shoppers – seem to be benefitting from an increasingly bifurcated landscape that has expanded their reach among a wider range of consumers.
While luxury retailers can’t control macroeconomic conditions, they can double-down on the authentic, premium experiences that sustain high-income loyalty and have historically drawn aspirational shoppers during the holidays. At the same time, thrift stores can’t simply introduce premium merchandise to attract higher-income shoppers, but they can continue to invest in store operations in ways that enhance the treasure-hunting experience and strengthen their overall value proposition.
For more holiday retail insights, visit Placer.ai/anchor.
The Sacramento-Roseville-Folsom metro area is emerging as one of California’s most resilient growth stories. Between 2021 and 2023, the region added residents at a steady, if modest, pace, even as the state overall faced declining or stagnant population trends. And by 2024, the CBSA pulled ahead of the national metro average for year-over-year (YoY) population growth, outpacing major California peers including Los Angeles, San Francisco, and San Diego.
What’s driving this momentum? And how is Sacramento’s rise shaping local retail and dining trends?
One factor behind Sacramento’s rise may be its economic diversity. The metro area is over-indexed for a broad cross-section of audience segments, ranging from wealthy and upper suburban families earning more than $100K to young urban singles and professionals bringing in less than $75K. And though the area’s median household income (HHI) sits below the California baseline, the diversity of household types – each contributing different spending patterns – creates a strong foundation for continued economic growth.
Location analytics also show that Sacramento’s expanding, economically diverse population is fueling a flourishing retail scene. From May through October 2025, overall retail visits in the CBSA rose YoY, outperforming California’s state average and keeping pace with national trends. In several key categories – including discount and dollar stores, home furnishings, superstores, and traditional apparel – the metro area exceeded both state and national benchmarks, underscoring Sacramento’s rising consumer strength and regional momentum.
Greater Sacramento’s dining scene is also thriving. Fast-casual and quick-service chains overperformed during the analyzed period, reflecting the region’s growing base of young professionals, urban singles, and families who may favor convenient, affordable dining choices. And while full-service chain visits dipped slightly below 2024 levels, they represented only 12.2% of total traffic across the three dining segments for the period.
Sacramento’s broader rise is also closely tied to the vitality of the city itself. The chart below shows that out-of-market visits – defined here as visits by people who neither live nor work in the city – rose 3.5% YoY over the past 6 months. This influx includes visitors from across the metro and beyond – and HHI data indicates that, on average, they tend to be more affluent than local residents.
These visitors are drawn to Sacramento’s concentration of independent restaurants, bars, retail, and cultural hubs, including its bustling Midtown neighborhood. And a growing calendar of major annual events, from Aftershock to Farm to Fork, is also helping to supercharge local tourism and cement the city’s regional appeal.
Bolstered by investments in major new semiconductor plants and medical centers, the Sacramento CBSA was recently ranked among LinkedIn’s 25 fastest-growing U.S. metro areas for jobs and new talent. And the region’s demographic breadth, strong retail and dining performance, and increasingly magnetic urban core position it for continued growth.
For more data-driven analyses of the trends shaping America’s cities follow Placer.ai/anchor.
Retail corridors have long been central to the holiday experience, offering festive spaces for shopping and intricate window displays to admire. But retail corridors can vary significantly – some cluster large global flagship stores, while others lean into smaller regional formats and boutique-style shops, creating a more lifestyle-oriented setting for spending time with friends and family.
We dove into the data for these two types of retail corridors to explore the foot traffic trends defining each space this holiday season.
Flagship-led corridors such as SoHo in New York City and Union Square in San Francisco typically see their visitation peak in December, when consumers come to browse elegant window displays, holiday lights, and seasonal attractions – often turning a shopping trip into a full outing with friends or family. Union Square’s towering Macy’s Christmas tree, outdoor ice rink, and “Winter Walk” draw crowds looking for a quintessential holiday atmosphere. And SoHo, home to numerous high-end flagship stores, remains one of Manhattan’s most sought-after luxury shopping districts during the holidays.
Both corridors have seen rising visits throughout 2025, suggesting that their December 2025 lifts could exceed last year’s levels.
However, retail corridors that center on boutiques, independent retailers, and lifestyle-oriented offerings rather than global luxury flagships – like Back Bay in Boston and South Congress Avenue in Austin – follow a different seasonal rhythm. Rather than peaking at year-end, visits to these districts spike earlier in the calendar.
Back Bay perhaps benefits from “Open Newbury,” the summer program that closes Newbury Street to vehicular traffic and turns the corridor into a pedestrian promenade, while South Congress sees heightened activity in the spring, before the Texas heat arrives. Both have also seen solid visit growth in 2025, indicating the potential for a healthy December – even if holiday foot traffic plays a smaller role in their overall annual performance compared to flagship-led districts.
As both flagship-led and lifestyle-driven corridors head into December with solid year-to-date momentum, high street retailers have a clear opportunity to capitalize on distinct seasonal strengths. Flagship districts should be prepared for an especially pronounced holiday surge, while lifestyle-oriented corridors can focus on converting growing spring and summer foot traffic bumps into sustained engagement year-round.
For more foot traffic insights, visit Placer.ai/anchor.
Placer.ai leverages a panel of tens of millions of devices and utilizes machine learning to make estimations for visits to locations across the US. The data is trusted by thousands of industry leaders who leverage Placer.ai for insights into foot traffic, demographic breakdowns, retail sale predictions, migration trends, site selection, and more.
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Traffic for manufacturing facilities included in the Placer.ai Manufacturing Index declined 3.5% year over year (YoY) in November 2025, indicating reduced operational intensity that may reflect fewer production shifts, lower output volumes, or scaled-back facility utilization. While part of the decline reflects calendar shifts – November 2025 contained one fewer working day than the prior year – the broader trend aligns with official data. The ISM Manufacturing PMI remained in contraction during the month, underscoring a subdued end to 2025 for the U.S. manufacturing sector.
But even as macro headwinds weighed on other parts of the economy – particularly goods production – e-commerce operators seem to be scaling capacity, expanding hiring, and investing in distribution efficiency. This momentum is reflected in visit gains to e-commerce fulfillment facilities nationwide, with November posting the strongest growth of 2025 at 6.6% YoY.
The consistent upward trajectory in foot traffic indicates that digital retail channels remain a key engine of economic activity, with robust consumer demand fueling the growth of fulfillment networks despite broader industrial softness. The steady gains through the fall in particular suggest that operators are expecting strong holiday demand and are well prepared to handle it.
The softness of the Industrial Index combined with the strength of the E-Commerce Distribution Index highlights a growing paradox: manufacturing activity is weakening even as consumer demand remains firm.
This divergence is likely due to a confluence of factors. Consumer spending may be flowing toward lower-cost online goods and everyday essentials rather than the higher-priced durable goods that drive factory output. Retailers may also be working through excess inventories and placing fewer new orders, while high interest rates make it more expensive for businesses to invest in equipment or expand production. Together, these dynamics point to a two-speed economy heading into 2026 – one powered by resilient consumption and digital commerce, while traditional production continues to recalibrate.
For more data-driven consumer insights, visit placer.ai/anchor.
Placer.ai leverages a panel of tens of millions of devices and utilizes machine learning to make estimations for visits to locations across the US. The data is trusted by thousands of industry leaders who leverage Placer.ai for insights into foot traffic, demographic breakdowns, retail sale predictions, migration trends, site selection, and more.
With budgets stretched and food inflation lingering, many dining concepts assume that value – specifically, a compelling price-per-food-item ratio – is the key to driving traffic in 2025. And this approach may work: chains like Chili's have shown that an array of deals – such as the 3 For Me and the Triple Dipper Deal – has helped the casual dining brand significantly outpace the wider dining category for more than a year.
But looking at recent QSR traffic trends suggests a more nuanced story. At both McDonald’s and Burger King, the strongest visit lifts in recent months came from experiential promotions and culturally resonant LTOs – not from discounts.
McDonald’s reintroduced its Extra Value Meals on September 8, 2025 – but despite substantial promotional support, the rollout produced only a modest uptick in visits that week. And while traffic improved slightly in the weeks that followed, analyzing recent foot traffic trends highlights that the real inflection points came from experiential activations.
The return of Monopoly, which gave registered app users the chance to win prizes ranging from free food to high-value rewards, sustained elevated visits for weeks through gamification. Boo Buckets sparked a Halloween-season surge driven by nostalgia and collectability and drove a 10.8% increase in weekly visits compared to the January to August weekly visit average. And The Grinch Meal generated the strongest spike of the entire period by tapping into holiday IP and playful packaging. This data highlights that while consumers may appreciate affordability, moments that feel fun, shareable, and culturally relevant may sometimes be more effective at bringing them through the door.
Burger King’s recent performance shows a similar pattern. The rollout of the limited-time Monster Menu generated a stronger visit lift than either Treat Week or Perks Week, both of which focused on giveaways and discounts. The debut of the chain’s nearly $20 Advent Calendar also outperformed Treat Week and Perks Week, underscoring how novelty and excitement may have a greater impact than price-based incentives.
And the strongest surge came with the debut of the SpongeBob Menu, which produced the strongest spike of the entire period and pushed weekly visits well above the January to August average. By pairing a beloved character franchise with themed packaging, kids’ meal tie-ins, and a sense of occasion, Burger King tapped into the same emotional drivers fueling McDonald’s biggest wins.
While price sensitivity will likely continue to influence dining decisions in 2026, recent QSR data underscores an important point: Consumers may be watching their wallets, but price alone doesn’t determine where they choose to eat. Chili’s success shows that a compelling value platform can be a powerful differentiator in full-service dining, where the experience is already baked into the visit. But the same strategy doesn’t automatically translate to the QSR landscape, where affordability is expected and price-based promotions quickly blur together.
Consumers still care about value – but value now spans both price and experience. For full-service restaurants, this means leaning harder into the affordability side of that equation. With ambiance, service, and hospitality already part of the offering, emphasizing everyday value or reliable deal structures may help guests justify dining out more often.
For QSR brands, the calculus is different, and price alone may not be enough to unlock meaningful incremental traffic. Instead, traffic data shows that the strongest results in the QSR space come from experience-driven LTOs, cultural tie-ins, and moments that feel fun, collectible, or social. In other words, fast-food chains may need to focus less on matching grocery-store economics and more on delivering the kind of excitement consumers simply can’t get at home.
As budgets remain tight and expectations continue to evolve, the brands that win won’t be those that chase the lowest price – but those that understand how to deliver the right kind of value for their category: affordability where it matters, and memorable experiences where it counts.
For more data-driven insights, visit placer.ai/anchor.
Placer.ai leverages a panel of tens of millions of devices and utilizes machine learning to make estimations for visits to locations across the US. The data is trusted by thousands of industry leaders who leverage Placer.ai for insights into foot traffic, demographic breakdowns, retail sale predictions, migration trends, site selection, and more.
Black Friday deals may now be spread throughout the month of November – but for the Citadel Outlet’s most passionate shoppers, nothing beats the rush of standing in line with thousands of other eager customers awaiting the chance to be the first to scoop up deals. This year, the mall opened on Thanksgiving night once again – and the foot-traffic data shows that shoppers responded. While most malls in California and across the country saw visits plunge on the holiday, Citadel Outlets experienced a significant surge in traffic, despite being open for only a limited window.
Citadel Outlet as a whole opened Thanksgiving evening at 8pm, with certain stores opening even earlier at 4pm or 6pm. Black Friday sale hours ran until 11pm on Friday, giving these marathon shoppers 27 hours of continuous shopping. People driving northbound on the 5 freeway post-Thanksgiving dinner would have come across lines of cars visible already waiting to get into the Citadel parking lot to get a start on holiday shopping and burn off that turkey by hitting their step count. Once there, exciting experiences awaited, such as a giant Christmas tree and a gingerbread man scavenger hunt.
A quarter of visits to the Citadel on Thursday/Friday actually took place on the Thursday of Thanksgiving itself.
Value seekers came out in abundance, led by Melting Pot Families, Near-Urban Diverse Families, and City Hopefuls per Spatial.ai’s Personalive.
Angelenos were willing to come from afar, with the Citadel shoppers encompassing a whopping 255.5 mile trade area to score their deals on Black Friday alone. They say shopping is a marathon and it appears that for these dedicated customers, nothing beats the thrill of the chase when it comes to saving money.
Ultimately, Citadel Outlets’ Black Friday performance suggests that immersive experiences, extended hours, and a strong value proposition can still transform holiday shopping into a destination-worthy event.
For more data-driven retail insights, visit placer.ai/anchor.
Placer.ai leverages a panel of tens of millions of devices and utilizes machine learning to make estimations for visits to locations across the US. The data is trusted by thousands of industry leaders who leverage Placer.ai for insights into foot traffic, demographic breakdowns, retail sale predictions, migration trends, site selection, and more.
1. Shoppers are taking more, shorter trips to grocery stores. Over the past 12 months, grocery stores have experienced nearly uniform YoY visit growth. And since COVID, the segment has steadily increased both overall visits and average visits per location – even as average dwell times have consistently declined.
2. Grocery stores are holding ground against fierce competition. Despite growing inroads by discount and dollar stores, wholesale clubs, and general mass retailers like Walmart and Target, grocery stores have maintained their share of the overall food-at-home visit pie over the past several years.
3. Grocery visit share is most pronounced on the coasts. In Q1 2025, grocery stores claimed the majority of food-at-home visits on the West Coast, in parts of the Northeast, Mid-Atlantic, and Mountain Regions, and in Florida and Michigan.
4. Fresh-format, value, and ethnic grocery visit shares are growing at the expense of traditional chains. And in Q1 2025, fresh-format and value grocers outperformed the other sub-segments with positive YoY visit and average visit-per-location growth.
5. Hispanic markets are on the rise. Though the broader ethnic grocery sub-segment was essentially flat YoY in Q1 2025, Hispanic-focused stores recorded increases in both visits and visits per location – and have been steadily growing visits since 2021.
6. Smaller formats for the win. In Q1 2025, smaller-format grocery store locations outpaced mid-sized and larger-format ones, underscoring the power of compact spaces to deliver significant foot traffic gains.
Brick-and-mortar grocery stores face an uncertain market in 2025. Rising food-at-home prices (eggs, anyone?), declining consumer confidence, and increased competition from discounters, superstores, and online shopping channels all present the segment with significant headwinds. Yet even in the face of these challenges, the sector has demonstrated remarkable resilience – growing its foot traffic and holding onto visit share.
What strategies have helped the segment navigate today’s tough market? And how can industry stakeholders make the most of the opportunities in the current market? This report draws on the latest location intelligence to uncover the trends shaping grocery retail in early 2025 – highlighting insights to help key players make informed, data-driven decisions on store formats, product offerings, and more.
The grocery segment has experienced nearly uniform positive year-over-year (YoY) growth over the last 12 months. This sustained performance in the face of inflation and other headwinds highlights the underlying strength of the category.
What is driving this growth? Since 2022, the grocery segment has seen consistent overall visit growth that has outpaced increases in visits per location – a sign that chain expansion has played a key role in the category’s success. But the average number of visits to each grocery store has also been on the rise, indicating that the segment continues to expand without cannibalizing existing store traffic.
At the same time, visitor dwell times have been steadily dropping since 2021. This shift appears to reflect a trend towards multiple, shorter trips by inflation-wary consumers eager to avoid large, costly carts or cherry pick deals across various retailers. Many shoppers may also be placing more bulk orders online and supplementing those deliveries with brief in-store stops for additional items as needed.
The bottom line: Shoppers are taking more grocery trips overall each year, but spending less time in-store during each visit. Operators can respond to this trend by optimizing layouts and promoting “grab-and-go” areas for an even more efficient quick-trip experience.
Visit share data also shows that despite fierce competition from discount and dollar stores, wholesalers, and general mass retailers, the grocery segment has steadfastly preserved its share of the overall food-at-home visit pie.
Between Q1 2019 and Q1 2025, wholesale clubs and discount and dollar stores increased their share of total food-at-home visits, gains that have come primarily at the expense of Walmart and Target. Meanwhile, grocery outlets have held firm – despite some fluctuations over the years, their Q1 2019 visit share remained essentially unchanged in Q1 2025.
So even as consumers flock to alternative food purveyors in search of lower prices, grocery stores aren’t losing ground – and on a nationwide level, they remain the biggest player by far in the food-at-home shopping space.
Still, grocery store visit share varies significantly by region. On the West Coast, in parts of the Northeast, Mid-Atlantic, and Mountain regions, and in Florida and Michigan, grocery stores accounted for the majority of food-at-home visits in Q1 2025. Oregon (61.6%) and Washington (59.6%) led the pack, followed by Massachusetts (59.2%), Vermont (58.5%), and California (57.9%). Meanwhile, in West Virginia, Arkansas, South Dakota, Oklahoma, North Dakota, and Mississippi, less than 30% of food-at-home traffic went to grocery stores, with more shoppers in these regions turning to general mass retailers or discounters.
Grocery store operators in lower-grocery-share regions may choose to focus on price competitiveness and convenient store locations to capture more foot traffic from competitors in the space.
Which types of grocery stores are thriving the most? The grocery segment is diverse, encompassing traditional grocery chains like Kroger, Safeway, and H-E-B; budget-oriented value chains such as Aldi, WinCo Foods, Grocery Outlet Bargain Market, and Market Basket; fresh-format specialty brands like Trader Joe’s, Whole Foods, and Sprouts Farmers Market; and numerous ethnic grocers.
Examining shifts in visit share among these various grocery store segments shows that traditional grocery still dominates, commanding over 70.0% of total grocery store foot traffic.
Still, over the past several years, traditional grocers have gradually ceded ground to other segments – especially value chains. Budget grocers saw a temporary surge in visits during the panic-buying days of early 2020 – and have been more gradually gaining visit share since Q1 2023. . Fresh-format banners, which lost ground in 2021 after a Q1 2020 bump, in the wake of COVID, have also been on the upswing and appear poised to capture additional visit share in the coming months and years. And though ethnic grocers still account for a relatively small portion of the overall market, they have slightly increased their visit share, reflecting heightened consumer interest in these specialized offerings.
Recent performance metrics point to a bifurcation in the grocery market similar to that observed in other retail categories. In Q1 2025, fresh-format and value retailers – which appeal, respectively, to the most and least affluent visitor bases – saw the greatest growth in both overall visits and average visits per location.
This trend highlights the power of both value and health-focused quality to motivate consumers in 2025. And grocery players that can meet these needs will be well-positioned for success in the months ahead.
One factor fueling fresh-format’s success may be its role as a convenient, relatively affordable midday lunch destination for the remote work crowd.
In Q1 2025, consumers working from home accounted for 20.2% of fresh-format grocery stores’ captured market – a significantly higher share than any other analyzed grocery segment. These stores also tended to be busier midday than the other segments. Remote workers may be stopping by to grab a quick bite – and some may be choosing to do their grocery shopping during their lunch break when stores are less crowded.
This finding suggests an opportunity for grocery operators across all segments to develop or enhance in-store salad bars and quick-serve sections to tap into the lunch rush. Likewise, CPG companies may benefit from developing more ready-made, nutritious meal options that align with these midday dining habits.
Though the broader ethnic grocery category remained essentially flat in Q1 2025, Hispanic-focused grocers emerged as a sub-segment to watch. Both overall visits and average visits per location to these stores have been on the rise since 2021.
This robust demand presents an opportunity for CPG brands and grocers across segments to expand Hispanic-focused offerings, capturing a slice of this growing market.
Finally, store size matters more than ever in 2025. During the first quarter of the year, smaller format grocery store locations (locations under 30K square feet, across different chains) outpaced larger stores with a 3.2% YoY jump in visits, showing that bigger isn’t always better in the grocery store space.
This pattern aligns with the decrease in dwell times noted above – shoppers may be making shorter trips to smaller, more convenient grocery store locations. These quick errands are ideal for picking up a few items to supplement online orders, shopping multiple deals, or sourcing specialty products unavailable at larger grocery destinations. And to lean into this trend, grocery operators might consider testing neighborhood “micro-store” concepts, focusing on curated selections, and offering convenient parking or pickup to match consumer preferences for targeted purchases and quicker trips.
Location intelligence reveals a growing, dynamic grocery landscape which is holding its ground in the face of increased competition. Shorter trips, busier lifestyles, and changing work routines are reshaping in-store experiences. And grocery players that refine their store formats, target both lunch and on-the-go shoppers, and adapt to shifting demographics can position themselves to thrive in this competitive sector. As the market continues to evolve, continuous attention to these changing patterns will be key to maintaining and expanding market share.
1. Elevated visitor frequency could mean that gym-goers are getting more value out of their memberships and are therefore more likely to stay signed up. Between January and March 2025, all of the gym chains analyzed had a higher share of frequent visitors (those who visited about once a week) than in the equivalent month of 2024.
2. Fitness chains at all price tiers need to be strategic about the value they offer and the amenities that can engage budget-conscious consumers. Between Q1 2022 and Q1 2025, the captured trade area median HHI increased for all fitness subsegments – value-priced, mid-range, and high-end – suggesting that consumers swapped pricier gym memberships for more affordable options.
3. Close attention should be paid to how long visitors spend at fitness chains in order to reduce crowding and bottlenecks. Between Q1 2022 and Q1 2025, the average visit length increased at value-priced, mid-range, and high-end gyms. Floorplan and equipment improvements could be considered, as well as having trainers available to help gym-goers streamline workouts.
4. Gyms can use hourly visit data to better serve their members or use promotions to stabilize facility usage throughout the day. In Q1 2025, high-end chains received a larger share of morning visits while value-priced and mid-range fitness chains received larger shares of evening visits.
Like many industries in recent years, the fitness sector has experienced significant shifts in consumer behavior. From the rise in home workouts during the pandemic to the strain of hyper-inflation, foot traffic trends to gyms and health clubs have been as dynamic as the consumers they serve.
This report leverages location analytics to explore the consumer trends driving visitation in the fitness space and provides actionable insights for industry stakeholders.
The pandemic drove several shifts in the fitness space. Widespread gym closures led consumers to embrace home-based workouts, while demand for all things fitness increased due to an emphasis on overall health and wellness. This subsequently drove a renewed interest in gym-based workouts as restrictions lifted – even as some consumers remained committed to their home workout routines.
In Q1 2023, visits to fitness chains surpassed Q1 2019 levels for the first time since the onset of the pandemic, a sign that consumers had recommitted to out-of-home fitness. And in Q1 2024 and Q1 2025, fitness chains saw further growth, climbing to 12.8% and 15.5% above the Q1 2019 baseline, respectively.
Several factors have likely driven consumers’ return to gyms and health clubs, including the desire for both social connection and professional-grade facilities difficult to replicate at home. The steep increase in cost of living has likely also played a role, since consumers cutting back on discretionary spending can enjoy multiple outings and a range of recreational activities at the gym for one monthly fee.
Zooming in on weekly visits to the fitness space in Q1 2025 reveals the industry’s exceptional strength and resilience in the early part of the year.
The fitness industry experienced YoY visit growth nearly every week of Q1 2025 (and 2.4% YoY visit growth overall) with only minor visit gaps the weeks of January 20th, 2025 and February 17th, 2025 – likely due to extreme weather that prevented many Americans from hitting the gym.
And the fitness industry’s weekly visit growth appeared to strengthen throughout the quarter, defying the typical waning of New Year's resolutions. This could indicate that gym visits haven't plateaued and that consumers are demonstrating greater commitment to their fitness routines compared to last year.
Diving into visitation patterns for leading fitness chains highlights how increased visitor frequency drove foot traffic growth in Q1 2025.
Fitness chains tend to receive the most visits during the first months of the year as consumers recommit to health and wellness in their post-holidays New Year’s resolutions. And not only do more people hit the gym – analyzing the data reveals that gym-goers also typically work out more frequently during this period. Zooming in on 2025 so far suggests that consumers are especially committed to their fitness routines this year: Leading gyms saw an increase in the proportion of frequent visitors (4+ times a month) in Q1 2025 compared to the already significant percentage of frequent visitors in the first quarter of 2024.
Elevated visitor frequency could mean that gym-goers are getting more value out of their memberships than last year, and are therefore more likely to stay signed up throughout the year.
At the same time, the data also reveals that – contrary to what may be expected – a fitness chain’s share of frequent visitors appears to be independent of the cost of membership associated with the club: Life Time, a high-end club, and EōS Fitness, a value-priced gym, had the highest shares of frequent visitors between January 2024 and March 2025. This suggests that factors other than cost, such as location convenience, class offerings, community, or individual motivation, might be more influential in driving frequent gym attendance.
Segmenting the fitness industry by membership price tiers – value-priced, mid-range, and high-end – can reveal further insights on current consumer behavior around out-of-home fitness.
In Q1 2025, the captured market* median household income (HHI) was higher than the nationwide median HHI ($79.6K/year) across all price tiers – suggesting that even value-priced fitness chains are attracting a relatively affluent audience. This could indicate that gym memberships are somewhat of a luxury and that consumers from lower-income households gave up their gym memberships altogether as they tightened their purse strings.
Analyzing the historical data since Q1 2022 also reveals that the captured market median HHI has risen consistently over the past couple of years with the largest median HHI increase observed in the captured trade areas of high-end fitness chains. This suggests that middle-income households – that are more sensitive to the rising cost of living – likely swapped pricier gym memberships for more affordable options in recent years.
These metrics indicate that fitness chains at all price tiers need to think strategically about the value they offer and the amenities that can engage budget-conscious consumers who are carefully weighing every expenditure.
*Captured trade area is obtained by weighting the census block groups (CBGs) from which the chain draws its visitors according to their share of visits to the chain and thus reflects the population that visits the chain in practice.
Fitness clubs of all types need to manage their capacity to ensure health and safety standards and a positive experience for members. And understanding the average amount of time visitors spend at the gym can help fitness chains at every price point keep their finger on the pulse of their facilities.
Between Q1 2022 and Q1 2025, the average visit length increased at value-priced, mid-range, and high-end gyms. Value-priced gyms experienced the largest increase in average visit length – from 72.4 minutes in Q1 2022 to 74.0 minutes in Q1 2025 – perhaps due to their relatively lower-income visitors spending more time enjoying club amenities after cutting back on other forms of recreation. Meanwhile, mid-range and high-end gyms experienced relatively modest increases in average visit length, which were higher to begin with – likely due to their ample class and spa offerings and overall inviting, upscale spaces.
Elevated average visit length could mean that visitors are well-engaged and less likely to cancel their memberships. But as overall gym visits are on the rise, fitness chains may want to pay close attention to how long visitors spend at the facility. Floorplan and equipment improvements could be considered in order to reduce bottlenecks, and having trainers available to instruct on equipment usage and workout technique could help gym-goers streamline workouts.
Along with average visit length, understanding the daypart in which they receive the most visits is another way that fitness chains can improve efficiency and prevent overcrowding. And analysis of the hourly visits to fitness sub-segments revealed that some fitness segments receive more morning visits while others are more popular in the evenings.
In Q1 2025, high-end chains received a larger share of visits between 6 a.m. and 9 a.m. (19.7%) than value-priced and mid-range fitness chains (11.6% and 11.8%, respectively). Meanwhile, value-priced and mid-range fitness chains received larger shares of visits between 6 p.m. and 9 p.m. (21.9% and 22.2%) than high-end chains (16.5%).
Gyms can leverage this data to better serve members, for instance by scheduling more classes during peak hours. Value-priced and mid-range gyms, which saw a larger disparity between shares of morning and evening visits in Q1 2025, might also consider incentivizing off-peak usage through discounted morning memberships or early-bird snack bar deals.
The fitness space appears to be in good shape in 2025. Visits have made a full recovery from the pandemic era and still continue to grow, indicating strong consumer demand for out-of-home workouts. And using location intelligence to analyze the behavior and demographics of visitors to gyms at different price points can help identify opportunities for driving even greater success.
1. Idaho and South Carolina have emerged as significant domestic migration magnets over the past four years. Between January 2021 and 2025, both states gained over 3.0% of their populations through domestic migration. Other Mountain and Sun Belt states – including Nevada, Montana, and Florida – also drew significant inflow, while California, New York, and Illinois experienced the greatest outmigration.
2. Interstate migration cooled noticeably in 2024. During the 12-month period ending January 2025, California, New York and Illinois saw their outflows slow dramatically, while domestic migration hotspots like Georgia, Texas, and Florida saw inflows flatten to zero. A similar cooling trend emerged on a CBSA level.
3. Still, some states continued to see notable relocation activity over the past year. In 2024, Idaho, South Carolina, and North Dakota drew the most relocators relative to their populations. And among the nation’s ten largest states, North Carolina led with an inflow of 0.4%.
4. Phoenix remained a rare bright spot among the nation’s ten largest metro areas. The CBSA was the only major analyzed hub to maintain positive net domestic migration through 2024.
Over the past several years, the United States has experienced significant domestic migration shifts, driven by factors like remote work, housing affordability, and regional economic opportunities. As some areas reap the benefits of population inflows, others grapple with outflows tied to higher living costs and evolving workplace dynamics.
This report dives into the location analytics to explore where Americans have moved since 2021 – and how these patterns began to change in 2024.
Since 2021, Americans have flocked toward warmer climates, expansive natural scenery, and more affordable housing options – particularly in the Mountain and Sun Belt states.
Between January 2021 and January 2025, South Carolina led the nation in positive net domestic migration – drawing an influx of newcomers equivalent to 3.6% of its January 2025 population. (This metric is referred to as a state’s “net migrated percent of population.”) Next in line was Idaho with a 3.4% net migrated percent of population, followed by Nevada, (2.8%), Montana (2.8%), Florida (2.1%), South Dakota (2.1%), Wyoming (2.0%), North Carolina (2.0%), and Tennessee (1.9%). Texas saw positive net migration of just 0.9% during the same period. However, the Lone Star State’s large overall population means a substantial number of newcomers in absolute terms.
Meanwhile, California (-2.2%), New York (-2.1%), and Illinois (-1.9%) experienced the greatest outflows relative to their populations. This exodus was driven largely by soaring housing costs and the rise of remote work, which lowered barriers to moving out of high-priced areas.
Between January 2024 and January 2025, many of the same broad patterns persisted, but at a more moderate clip – suggesting a stabilization of domestic migration nationwide. This leveling off could reflect factors such as rising mortgage interest rates, which dampened home buying and selling, as well as the increased push for employees to return to the office.
Still, South Carolina (+0.6%) and Idaho (+0.6%) remained among the top inflow states. The two hotspots were joined – and slightly surpassed – by North Dakota (+0.8%), where even modest waves of newcomers make a big impact due to the state’s lower population base. A wealth of affordable housing and a strong job market have positioned North Dakota as a particularly attractive destination for U.S. relocators in recent years. And Microsoft and Amazon’s establishment of major presences around Fargo has strengthened the region’s economy.
Meanwhile, California (-0.3%), New York (-0.2%), and Illinois (-0.1%) continued to post negative net migration, but at a markedly slower rate than in prior years. And notably, several states that had been struggling with outflow, such as Michigan, Minnesota, Virginia, Ohio, and Oregon, began showing minor positive inflow during the same 12-month window. As home affordability erodes in pandemic-era hot spots like the Mountain states and Sun Belt, these areas may emerge as new destinations for Americans seeking lower costs of living.
Zooming in on the ten most populous U.S. states offers an even clearer picture of how domestic migration patterns have stabilized over the past year. The graph below shows a side-by-side comparison of domestic migration patterns during the 36-month period ending January 2024 and the 12-month period ending January 2025.
California, New York, and Illinois saw population outflows slow dramatically during the 12 months ending January 2025 – while domestic migration magnets such as Georgia, Texas, and Florida saw inflow flatten to zero. Meanwhile, Ohio, Michigan, and Pennsylvania flipped from slightly negative to slightly positive net migration – incremental upticks that could signal a possible turnaround.
The only “Big Ten” pandemic-era migration magnet to maintain strong inflow in 2024 was North Carolina – which saw a 0.4% influx in 2024 as a result of interstate moves.
A closer look at the top four states receiving outmigration from California and New York (October 2020 to October 2024) reveals that residents leaving both states tended to settle in nearby areas or in Florida.
Among those leaving New York, 37.4% ended up in neighboring states – 21.1% moved to New Jersey, 9.2% to Pennsylvania, and 7.1% to Connecticut. But an astonishing 28.8% decamped all the way to the Sunshine State, trading the Northeast’s colder climate for Florida sunshine.
Similarly, 20.1% of California leavers chose to stay nearby, moving to Nevada (11.5%) or Arizona (8.6%). Another 19.1% moved to Texas, and 8.0% moved to Florida, making it the fourth-largest destination for Californians.
Zooming in on CBSA-level data – focusing on the nation’s ten largest metropolitan areas, all with over five million people – reveals a similar picture of slowing domestic migration over the last year.
Los Angeles, New York, Chicago, and Washington, D.C. – four cities that experienced notable population outflows between January 2021 and January 2024 – saw those outflows flatten considerably. For these metros, this leveling-off may serve as a promising sign that the waves of departures seen in recent years may have begun to subside. Conversely, Houston and Dallas, which both welcomed positive net migration between January 2021 and January 2024, registered zero-net domestic migration in 2024. Atlanta, for its part, remained flat in both of the analyzed periods.
In Miami, however, outmigration persisted at a substantial rate. Despite Florida’s overall status as a domestic migration magnet, Miami lost 2.6% of its population to domestic net migration between January 2020 and January 2024 – and another 1.0% between January 2024 and January 2025. As one of Florida’s most expensive housing markets, Miami may be losing some residents to other parts of the state or elsewhere in the region. Meanwhile, Philadelphia, which lost 0.3% of its population to net domestic migration between January 2021 and January 2024, continued losing residents at a slightly faster pace in 2024 – another 0.3% just last year.
Of the ten biggest CBSAs nationwide, only Phoenix continued to see a net domestic migration gain through 2024 (+0.2%). This highlights the CBSA’s continued draw as a (relative) relocation hotspot even in 2024’s cooling market.
Who are the domestic relocators heading to Phoenix?
From October 2020 to October 2024, the top five metro areas sending residents to the Phoenix CBSA each registered median household incomes (HHIs) of $73K to $98K – surpassing Phoenix’s own median of $72K. This suggests that many of those moving in are arriving from wealthier, often more expensive metro areas – for whom even Phoenix’s high-priced market may offer more affordable living.
Overall, domestic migration patterns appear to have cooled in 2024, reflecting economic and societal trends that have slowed the rush from pricey coastal hubs to more affordable regions. Yet states like South Carolina, Idaho, and North Dakota – as well as metro areas like Phoenix – continue to attract new arrivals, paving the way for evolving regional demographics in the years to come.
