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In February 2024, Gap Inc. hired Zac Posen as Creative Director, tasking the designer with revitalizing the companies’ portfolio of brands. A year later, we analyzed the data to understand where the company stands today and uncover untapped opportunities for growth.
In 2024, visits to most Gap brands declined slightly compared to 2023, with the company’s four banners collectively experiencing a year-over-year (YoY) traffic dip of 3.5%.
Athleta outperformed the other three brands as well as the overall apparel (excluding off-price and department stores) average, with yearly visits up 0.2% and positive quarterly traffic growth for two of the four quarters. Old Navy came in second, starting the year strong with a 4.2% YoY increase in Q1 visits and ending 2024 with Q4 visits down just 2.4% – outperforming the industry’s YoY dip of 3.3%. And though Gap did lag slightly behind the overall apparel average, the brand managed to stay relatively close to its 2023 visit levels, indicating that its performance is stabilizing.
Meanwhile, Banana Republic experienced the sharpest visit declines with 2024 traffic down 9.6% YoY – indicating that the brand continues to face significant challenges.
Banana Republic’s 2024 performance continues a multi-year trend of declining traffic, despite the brand’s relatively affluent consumer base – an audience that, in theory, should have positioned the brand to weather the current inflationary environment more effectively.
But the brand may be positioning itself for a comeback. Last year, Banana Republic underwent a leadership change, with Gap Inc. CEO Richard Dixon stating that “2024 will be about getting back to the basics.” The brand has been redesigning select stores and leaning into influencer marketing with the goal of “reestablishing the brand to thrive in the premium lifestyle space.”
And as return to office mandates continue to roll in – reinvigorating the long dormant demand for business casual and office wear – the chain is well positioned for a comeback.
Location intelligence analysis also reveals an additional growth opportunity. Banana Republic is the only Gap banner without a dedicated sportswear line. Athleta specializes in athletic wear, Gap offers GapFit, and Old Navy’s activewear line has been a core component of the banner’s success in recent years.
But the data indicates that Banana Republic shoppers are just as active as visitors of the other Gap banners – in fact, cross-visit data suggests that those who shop at Banana Republic frequent fitness chains at similar rates as Athleta customers.
Analyzing cross-visitation to leading sporting goods retailers also indicates high demand for sportswear among Banana Republic shoppers: Consumers who visit Banana Republic visit Dick’s Sporting Goods and Academy Sports + Outdoors at higher rates than Gap Shoppers, and visit lululemon and REI at higher rates than both Gap and Old Navy visitors. This data strongly suggests that Banana Republic customers would likely embrace an expanded product mix that includes premium athleisure and sportswear.
While Gap Inc. already offers premium women’s activewear through its Athleta brand, none of Gap Inc.’s existing brands cater to the growing demand for premium men’s athletic wear. Expanding Banana Republic’s offerings to include a high-end athleisure line – with a specific focus on menswear – could help the brand carve out a niche in this fast-growing segment while leveraging its existing customer base’s interest in performance apparel.
Beyond product expansion, this move could align with Banana Republic’s broader repositioning efforts, reinforcing its identity as a premium lifestyle brand that caters to both professional and active lifestyles. Given the increasing overlap between workwear and athleisure, a thoughtfully designed sportswear line could also strengthen Banana Republic’s appeal to younger, fashion-conscious consumers who seek versatility in their wardrobes.
As Gap Inc. navigates its next phase under Zac Posen’s creative leadership, identifying and leveraging untapped opportunities—such as Banana Republic’s athleisure potential—will be critical for reinvigorating the company’s portfolio. By strategically diversifying its offerings, Gap Inc. can not only address shifting consumer preferences but also carve out a more competitive position in an evolving retail landscape.
For more data-driven retail insights, visit placer.ai/blog.
Department stores continue to adapt to evolving consumer preferences and an ever-changing retail landscape. We looked at the latest location analytics for traditional and luxury department stores to uncover how they are finding success in today’s dynamic apparel space.
Consumers’ prioritization of value has significantly impacted the apparel space in recent years.
Fueled by tepid consumer confidence and rampant inflation, demand for off-price has soared, putting pressure on department stores and traditional apparel retailers. As a result, off-price’s share of total visits to the apparel space steadily increased between 2021 (36.4%) and 2024 (41.5%), while the visit shares of our traditional department stores and other apparel segments declined.
But luxury department stores, which serve a higher-income clientele, appear to have remained relatively insulated from the rise in budget-conscious shopping, as the relative share of visits to this segment held steady over the past four years.
Diving into cross-visitation trends also reveals the impact of a growing off-price segment on the department store space.
Between 2021 and 2024, the share of both Nordstrom’s and Dillard’s visitors that also visited one of the leading off-price chains increased – suggesting that shoppers at both traditional and premium department stores feel the draw of off-price apparel. (Still, the shares of Dillard’s visitors that also visited one of the off-price chains was generally larger than that of Nordstrom’s, suggesting that visitors to the more upscale department store were less inclined to also visit an off-price store.)
And it seems that leading department stores are already trying to meet the growing demand for discounts within their consumer base. Dillard’s emphasis on private-label merchandise helps keep products affordable without compromising quality. Meanwhile, Nordstrom continues to expand its off-price format – Nordstrom Rack – to capitalize on demand for value in the apparel space.
Still, value-seeking behavior on the part of the consumer doesn’t always mean prioritization of discounts, and one way that several department stores are adding value – and finding success – is by investing in the shopping experience.
Bloomingdale’s emphasized experiential events and exclusive product launches to engage consumers last year, including several pop-culture-inspired collections. The department store’s visits increased 1.5% YoY in 2024, perhaps reflecting the demand for Bloomingdale’s immersive and culturally relevant environment.
Meanwhile, Nordstrom’s digital strategy demonstrated how a seamless omnichannel platform can elevate the shopping experience. The brand’s new app uses generative AI to make personalized style recommendations and allows users to check merchandise availability or make a stylist appointment at their local store. The app’s pre-holiday release may have contributed to Nordstrom’s resounding success in 2024, including a 2.2% visit increase compared to 2023.
And the investments in in-store experiences yielding visit dividends are not limited to premium chains. Dillard's, often considered a mid-range brand, has expert stylists ready to assist, and carefully manages inventory so stores are well-stocked but clutter-free, cultivating a classy retail environment. Dillard’s saw 2.3% YoY visit growth in 2024, indicating that its in-store experience is highly valued by shoppers.
Department stores are uniquely positioned to thrive in the current apparel retail landscape. Faced with demand for lower price points, department stores can harness the opportunity with affordable private-label merchandise or off-price formats. And while value-seeking is on the rise, retailers that provide an elevated shopping experience add a different kind of value to their brand.
For more data-driven retail insights, visit Placer.ai.
Dine Brands, which owns and operates IHOP, Applebee’s, and Fuzzy’s Taco Shop, is a major name in the full-service casual-dining restaurant segment. We took a look at how its two largest brands – IHOP and Applebee’s – performed in 2024.
The full-service dining segment has experienced its fair share of challenges over the past years, with pandemic-era closures and inflation weighing on restaurant visits. And Dine Brands’ largest chains, IHOP and Applebee’s, were not immune to these challenges, with YoY visits down by 3.6% and 3.0%, respectively, in 2024.
Applebee’s closed a number of locations throughout 2024, a move that likely contributed to the relative stability of its visits per location metrics: Q4 2024’s visits per location were just 1.6% lower than in Q4 2023 compared to a YoY decline of 3.9% in overall traffic. The brand’s emphasis on value may also have helped Applebee’s narrow its YoY visit gap between Q3 and Q4, as its $9.99 Really Big Meal Deal – launched in November 2024 and extended into 2025 – likely drove traffic from budget-conscious patrons.
IHOP and Applebee’s dominate in their own distinct dayparts – IHOP in the mornings and Applebee’s in the evenings. This diversity allows Dine Brands to effectively "own the clock" and cater to a range of dining preferences throughout various times of day.
Perhaps unsurprisingly – the word “pancake” is in its name – IHOP primarily attracts guests during morning hours, with 46.6% of its visits occurring between 6:00 AM and 12:00 PM. In contrast, Applebee’s serves as a popular post-work and dinner destination, with 56.0% of its visits taking place after 6:00 PM.
And recognizing the value of owning the clock in this way, Dine Brands unveiled its newest concept – a dual-branded IHOP-Applebee’s, with the first opening in February in Seguin, Texas and another twelve slated to open throughout 2025. This approach, which Dine Brands already piloted in international markets, allows diners the option to mix and match from IHOP and Applebee’s most popular menu items.
Beyond visit timing, IHOP and Applebee’s also serve distinct customer demographics, further reinforcing their complementary strengths. In 2024, 28.5% of households in IHOPs’ captured market were households with children, compared to 26.7% for Applebee’s. IHOP also saw larger shares of “Singles & Starters” in its captured market – defined by the Experian: Mosaic dataset as young singles and starter families living a city lifestyle.
Meanwhile, Applebee’s attracted visitors coming from captured markets with older audiences, with 9.4% of its visitors falling into the "Autumn Years" category – nearly double IHOP’s 5.0% share.
These distinctions mean that Dine Brands isn’t just spreading its traffic across different times of day – it also is capturing consumers across different life stages. By offering something for a variety of diners, the restaurant group can continue driving visits across multiple dining needs and occasions.
Despite weathering their fair share of challenges in 2024, IHOP and Applebee’s are innovating as 2025 gets underway.
For the latest data-driven dining insights, visit Placer.ai.
Best Buy has long been a go-to destination for consumers looking for the latest tech – but like many retailers, it has faced challenges in recent years. We dove into the data to explore the latest visitation trends for Best Buy and the demographics of visitors that are driving traffic to the chain.
Best Buy’s visits lagged in 2024 (7.0% below 2023 levels), but the company continues to invest in a real estate strategy aimed at improving consumer engagement. To leverage its store fleet most efficiently, Best Buy is closing traditional large-format stores while opening smaller-format ones to provide a tailored experience to consumers – often in small and midsized markets previously untapped by the retailer.
And Best Buy may already be reaping the benefits of this strategy; in January 2025, the retailer received a 0.4% YoY boost in foot traffic. As the chain continues to optimize its real estate footprint, it could be on track to drive more visit growth in the near future – particularly as more shoppers replace consumer electronics purchased during the pandemic.
Drilling down to daily visitation over the holiday season further highlights Best Buy’s momentum going into 2025. Best Buy consistently drives traffic during critical retail moments, and 2024 was no exception.
On Black Friday 2024, the retailer saw a 473.1% visit boost compared to the daily average for 2024. And the foot traffic surge continued the following day (Black Saturday, 162.4%) as consumers likely continued to take advantage of the weekend’s discounts.
And as was the case in previous years, Best Buy’s traffic picked up as Christmas 2024 neared, with significant visit spikes on Super Saturday (199.0%), Panic Sunday (151.3%), and Christmas Eve Eve (171.7%). Best Buy also saw elevated traffic post-Christmas traffic on Boxing Day (128.0%), when consumers likely looked to exchange gifts or set up their new tech with the help of the renowned Geek Squad.
Of course, Best Buy is more than just a holiday shopping destination. And analysis of audience segmentation for the retailer reveals that families are overrepresented in the chain’s captured* market relative to its potential* market – indicating that this segment in particular drives significant traffic year-round.
According to the AGS: Demographic Dimensions dataset, in 2024, the average household size in Best Buy’s potential market was 2.49 people compared to 2.64 people in the chain’s captured market. Married couples with children were also more heavily represented in the chain’s captured market (33.4%) compared to its potential market (32.0%), suggesting a relatively larger share of visitors from family households among Best Buy’s visitors.
Further analysis of audience segments within the chain’s captured and potential markets indicates that visitors from a variety of family types are drawn to Best Buy. According to the Spatial.ai: PersonaLive dataset, residents belonging to the “Wealthy Suburban Families”, “Upper Suburban Diverse Families”, “Near-Urban Diverse Families”, and “Blue Collar Suburbs” segments were all over-represented in Best Buy’s captured market compared to its potential market. This suggests that visitors from different types of family households – working-class, wealthy, urban, and suburban – are driving traffic to Best Buy.
Perhaps families are drawn to Best Buy’s expanding experiential format, where visitors of all ages can get hands-on with LEGO and explore home theater set ups worthy of a family movie night.
*A chain or venue’s potential market is derived by the census block groups (CBGs) from which the retailer draws its visitors weighted by the population size of each, whereas a captured market is derived from the same CBGs weighted by the share of visits from each, and thus reflects the population that actually visits the chain or venue.
Best Buy’s ability to drive traffic through strategic store formats, holiday shopping surges, and family households highlights the company’s ongoing relevance in the evolving consumer electronics landscape. With early signs of a foot traffic resurgence, Best Buy appears to have positioned itself for continued success in 2025.
Want more data-driven retail insights? Visit Placer.ai.
Our hearts go out to all those affected by the recent Los Angeles wildfires. Many Angelenos, in search of a sense of normalcy and diversion, have turned to a familiar and comforting place—the mall.
On the west side of Los Angeles, Third Street Promenade in Santa Monica experienced a significant surge in weekly visitation compared to a baseline of January 6th-12th 2025. This increase is not surprising, as many Palisadians fled south to Santa Monica hotels and rentals, allowing them to stay close to their neighborhoods, children’s schools, and social circles.
Westfield Century City and The Grove also saw increased foot traffic, as both malls serve as key gathering spots in their communities and feature state-of-the-art movie theaters, providing a few hours of escape. Additionally, their upgraded HVAC systems—enhanced post-pandemic—may offer an added layer of comfort for visitors. Similarly, Westfield Topanga, a familiar shopping destination for residents of the San Fernando Valley, saw an uptick in visits during the second half of January. And traffic at these shopping destinations was still elevated as of mid-February, suggesting that at least some displaced residents are likely staying in the area in the more medium-term.
Some Palisadians have opted to relocate much farther south, though this migration appears to have had a more dispersed effect on shopping patterns. As a result, we do not see a significant impact on visitation to South Bay shopping centers like Manhattan Village and Del Amo Fashion Center.
While reports have mentioned some Palisadians moving to Newport Beach—a community that shares similar demographics with the Palisades—the influx does not appear to be large enough to meaningfully shift mall visitation patterns in January. Additionally, given the circumstances, it is unlikely that many displaced residents would be making frequent trips to Fashion Island or South Coast Plaza. Instead, those who have temporarily relocated to the area are likely settling in as newly arrived locals.
If we examine the year-over-year (YoY) change in visits from specific ZIP codes, Placer data reveals a significant surge in visitation to Third Street Promenade from the Pacific Palisades during January 2025, with visits increasing by 20.4% compared to the same period last year.
Demographic analysis of the Third Street Promenade’s trade area also indicates that the shopping corridor drew a higher proportion of family households and more affluent audience segments – perhaps thanks to the influx of visitors from the Palisades.
Amid the disruption caused by the wildfires, shopping centers have stepped in as steady community spaces rather than just retail venues. The uptick in foot traffic at locations like Third Street Promenade and Westfield Century City shows that these malls are serving as reliable hubs for daily routines and social connection, offering residents practical support as they navigate uncertain times.
In the wake of the devastating wildfires across the greater Los Angeles area, retailers—both local and national—have played a crucial role in providing relief, comfort, and a sense of community for those impacted. Retail is an industry that touches consumers’ lives daily, often more frequently than most other businesses. Because retailers fulfill a wide range of needs, they have become essential partners in supporting communities facing unimaginable crises.
In the immediate aftermath of the Palisades and Eaton Fires, retailers transformed their stores into donation hubs, offering displaced individuals essential items such as clothing and N95 masks. Major brands, including J.Crew, Gap Inc., and Free People, quickly repurposed their stores to serve as distribution centers. Free People even opened an entirely new shop in Santa Monica—Free Shop by Free People and FP Movement—where affected residents could book time slots to browse and collect necessary items. Beyond national retailers, Los Angeles-based brands also stepped up to support fire victims. Babyletto, a juvenile furniture brand, donated cribs to displaced families, while apparel company Big Bud Press launched new collections with proceeds benefiting the Pasadena Jobs Center.
While retail depends on consumerism, its role over the past month has extended beyond sales, making a profound impact on the local community. Many retailers in the discretionary sector opened their doors to directly assist affected families, demonstrating that physical retail spaces can be used for more than just commerce. By taking action on the ground rather than simply offering monetary donations, retailers provided immediate, tangible support to those in need.
Three specific retail locations in Los Angeles exemplified this effort, with Placer’s data revealing just how meaningful their initiatives were. Gap’s Santa Monica store was among the first to pivot toward relief efforts, distributing new Gap merchandise and PPE to community members beginning on January 11th. Alo Yoga’s Beverly Hills location provided care kits to impacted residents between January 14th and 16th. Meanwhile, Babylist, an online registry service with a physical showroom in Beverly Hills, hosted donation days on January 21st and 28th, allowing displaced families to shop for free and replace lost items.
Placer’s foot traffic estimates suggest that these relief efforts were well-received and widely utilized. Each of these locations saw an increase in visits during the weeks their relief initiatives took place, surpassing the average January baseline. The data underscores how critical these retailer-driven efforts were in supporting Los Angeles families and providing much-needed aid during a difficult time.
During Alo Yoga’s donation event from January 14th to 16th, there was a noticeable increase in visitation from across the greater Los Angeles area, drawing new traffic beyond the Beverly Hills neighborhood. Compared to January baseline trends, the week of January 13th saw a higher share of visits originating from 3 to 10 miles away. More significantly, visits also increased from 10 to 30 miles away, likely including individuals affected by the Eaton Fire. In contrast, visits from over 250 miles away declined, underscoring the sharp drop in tourism to Los Angeles during the peak of the wildfire crisis.
Babylist’s LA showroom opened its doors to families in need, offering a space to replace essential baby items lost in the fires. These relief events attracted a different visitor mix than the store typically sees, providing immediate support for young families and grandparents. According to PersonaLive’s visitor segmentation, during the weeks Babylist hosted its relief events, there was a higher distribution of visits from Educated Urbanites, Young Professionals, and Sunset Boomers. In contrast, the full-month January data showed a greater share of visits from Ultra Wealthy Families. This shift highlights how retailer-led relief efforts were actively utilized by those in need, reinforcing the critical role local businesses can play in supporting communities during crises.
Retailers play a vital role in the communities they serve, and their ability to provide immediate support in Los Angeles through physical stores allowed for faster distribution of donations and aid. The best-in-class relief strategies implemented by these retailers should serve as a blueprint for others to follow, reinforcing the importance of brick-and-mortar stores as essential community assets during times of crisis and recovery.
The holiday shopping season traditionally stretches from Black Friday to New Years Eve: Shoppers looking to snag deals, purchase gifts, or enhance their celebrations drive visit spikes at retailers across the country. And although many consumers expressed concern over high prices impacting their holiday budget, spending in 2024 actually increased compared to 2023, with brick-and-mortar stores playing a key role in last year’s holiday season.
So where were the largest holiday spikes? How did last year’s calendar configuration impact retail traffic? Which segment came out ahead – and how did dining fit into the mix? Most importantly – what can we learn from the 2024 holiday season to prepare for 2025?
The holiday shopping season is the busiest time of the year for many retail categories. Between Black Friday and December 31st 2024, daily visits to brick-and-mortar stores increased 12.7%, on average, compared to the rest of the year.
Department stores led the pack, with visits to the segment 102.1% higher than the pre-holiday season average – likely aided by strong Black Friday performances. Other favorite gifting categories, including beauty & self care (72.7%), hobbies, gifts & crafts (60.9%), recreational & sporting goods (55.5%), clothing (41.8%), and electronics stores (32.7%) also received significant traffic boosts. Shopping centers benefited as well with a 24.8% increase in daily visits over the holiday season. Retailers in these segments can capitalize on their holiday popularity and stand out amidst the crowd by promoting their brand early and ensuring their staffing and inventory can accommodate the season’s traffic increases.
The holidays are also a time for entertainment – and purchasing gifts for hosts – which likely helped drive the 48.4% and 41.7% traffic increases at liquor stores and at furniture & home furnishings retailers, respectively. Superstores and discount & dollar stores – with their selection of affordable giftable products and entertainment essentials – also saw holiday-driven visit bumps of 21.2% and 20.2%, respectively. Retailers may choose to highlight seasonal items and hosting-friendly products to increase these traffic bumps in 2025.
Pet stores & services received a smaller (10.0%) bump than the wider retail average – indicating that, although some shoppers buy gifts for their fur babies, pets may not be at the top of most Americans’ gift lists. And visits to the home improvement segment were essentially on par with the pre-holiday period – indicating that the holidays are not the time for extensive home renovation projects. But home improvement chains looking to get in on the holiday action might consider promoting decorations and smaller giftable items in December.
And despite the grocery frenzy of Turkey Wednesday and Christmas Eve Eve, the Grocery segment received a relatively minor holiday boost of 5.0% – perhaps due to holiday travelers skipping their weekly grocery haul. Grocers who lean into prepared foods or pre-packaged meal kits might get an additional bump.
Although the holidays drive retail visit surges across the country, some regions see a bigger traffic bump than others.
In December 2024, almost all 50 states (with the exception of Wyoming ) received a holiday-driven retail traffic boost ranging from a 3.3% (Montana) to a 16.8% (New Hampshire). On a regional basis, the South received the largest increase: The West South Central, East South Central, and South Atlantic divisions received a collective 12.2% increase in daily visits between Black Friday and New Years Eve compared to the pre-Black Friday daily average. (Washington, D.C. saw a slight visit decline of 0.4%, likely due to the many residents leaving the capital for the holiday break.) Retailers in this region may choose to increase staffing and inventory ahead of the 2025 holiday season to handle the increased demand.
Meanwhile, the Midwest region had the smallest holiday-driven traffic spike (9.2%) – despite starting the season ahead of the pack, with the highest Black Friday weekend visit boost. This suggests that Midwestern retailers may have more success with early promotions than with last-minute discounts.
While the holiday season drove an overall retail visit boost nationwide, diving deeper into the data reveals that different retail segments peak at different points of the holiday season.
Most categories – especially the ones that tend to offer steep post-Thanksgiving discounts, such as recreational & sporting goods, department stores, electronics stores, and beauty retailers – received the biggest visit spikes on Black Friday. Retailers in these categories may benefit from promotional campaigns ahead of Thanksgiving to cater to early shoppers and maximize their performance on their busiest day.
Other segments that carry more affordable gifts, stocking stuffers, and food items gained momentum as Christmas approached – with superstores visits spiking on December 23rd and discount & dollar stores peaking on December 24th. These retailers may get even larger end-of-year visit bumps by offering discounts and bundles to last-minute shoppers.
The grocery segment received its largest boost ahead of Thanksgiving, with visits also surging on the days before Christmas as home cooks picked up supplies for the holiday dinner. Grocers who can save their shoppers time during this busy period by offering curbside pickup, pre-prepped ingredients or meal kits, and other conveniences may see particularly strong performances in 2025.
Calendar shifts also play an important role in shaping holiday shopping patterns. Last year, Super Saturday and “Christmas Eve Eve” – each a significant milestone in its own right – coincided on December 23rd, 2023 to create a supercharged shopping event that generated massive visit spikes at retailers across categories.
But in 2024, when the milestones occurred separately, important differences emerged between retailers. Gift-shopping destinations like Macy’s, Nordstrom, and Best Buy saw bigger visit spikes on Super Saturday, while retailers like Target, Walmart, and Costco – carrying both gifts and food items – saw visits surge higher on December 23rd. Dollar Tree, a prime destination for affordable stocking stuffers, also experienced a more pronounced visit spike on Super Saturday.
Predictably, this year’s pre-Christmas milestones generally drove smaller individual visit spikes, as shoppers spread their errands across a longer period. But the stand-alone Super Saturday on December 21st 2024 also allowed consumers to prioritize gift-shopping on Saturday and shop for groceries and last minute stocking stuffers on December 23rd – benefiting certain retailers.
Nordstrom, for instance, saw visits soar to 215.9% above the chain’s 2024 daily average on December 21, 2024 – surpassing the 196.2% increase recorded on December 23, 2023. Macy’s also experienced a slightly higher Super Saturday visit boost this year. Next year, retailers can expect another spread-out pre-Christmas shopping period, with Super Saturday falling on December 20th, 2025 – five days before the holiday. Gift-focused retailers can leverage this timing by ramping up promotions in the run-up to Super Saturday – or by enhancing offerings on December 23rd to capture more late-season shoppers.
Big box retailers like Target, Walmart, and Costco, conversely, can double down on December 23rd or amplify earlier deals to capture a larger share of Super Saturday traffic. And retailers across categories can benefit from the more extended last-minute shopping period by implementing multi-day sales and promotions that encourage repeat visits and drive traffic throughout the week.
Turkey Wednesday – the day before Thanksgiving – is traditionally the grocery sector’s time to shine. And this year didn’t disappoint: On November 27th, 2024, visits to traditional grocery mainstays like Kroger, Safeway, and H-E-B shot up by a remarkable 66.9% to 79.2% compared to the 2024 daily average. And on December 23rd, foot traffic to the chains rose once again, though somewhat more moderately, as shoppers geared up for Christmas celebrations.
But the holiday season stock-up, it turns out, is about more than just food. Whether to help smooth out the rough edges of family interactions or to take celebrations to the next level, consumers also make pre-holiday runs to liquor stores. On Turkey Wednesday, leading spirit purveyors outperformed traditional grocery stores with epic 140.1% to 236.5% visit spikes. And the day before Christmas Eve was an even bigger milestone for the segment, with foot traffic skyrocketing by a staggering 153.6% to 283.8% above daily averages.
Ethnic supermarkets – chains like El Super and Vallarta Supermarket – also thrived on these traditional pre-holiday grocery store milestones. But like liquor stores, they saw bigger visit spikes on December 23rd, as customers likely sought out ingredients for their festive holiday dinners.
Grocery stores seeking to maximize the power of these pre-holiday milestones in 2025 could enhance their liquor selections and launch targeted promotions in the lead-up to both Thanksgiving and Christmas.
Dining venues are also impacted by the rhythms of the holiday season – but each segment within the dining industry follows its own unique seasonal trajectory.
Visits to the fast-casual, coffee, and fine-dining segments increased the week before Thanksgiving, with fast-casual and coffee visits peaking on Wednesday and fine-dining peaking on Thanksgiving day. Both coffee and fine-dining chains also received a small traffic bump on Black Friday, with coffee traffic likely aided by consumers looking to refuel during their shopping.
But beginning in mid-December, the fine-dining category pulled ahead of the other dining segments, picking up steam as the month wore on before peaking on December 23rd and 24th. And while traffic predictably declined on Christmas Day, the drop was less pronounced than for the other analyzed segments. Fine dining then resumed its strong showing on December 26th, maintaining elevated visits through the following days, potentially reflecting its appeal as a festive holiday dining destination for families.
Coffee chains and fast-casual restaurants also enjoyed moderately elevated December traffic, with smaller visit spikes on December 23rd. Traffic to both segments then slowed during the holiday – though coffee chains continued to see higher-than-average foot traffic on Christmas Eve – before tapering off as the month drew to a close.
Looking ahead to 2025, each dining segment can take steps to maximize its holiday impact. Fine dining chains can attract more special-occasion celebrants with unique holiday-themed menu items – paired with targeted promotions that make its premium offerings more accessible to families. Meanwhile, fast-casual and coffee chains can capitalize on high-traffic days like December 23rd by catering to the needs of busy holiday shoppers – extending operating hours and offering streamlined ordering and pickup options.
The 2024 holiday season proved strong for most retail categories, with each retail category displaying a different holiday visit pattern. This year’s calendar layout also presented a unique advantage, with a longer stretch between Super Saturday and Christmas compared to last year.
By analyzing 2024 holiday regional visit trends, understanding the role that each year’s specific calendar configuration plays in shaping consumer behavior, and identifying the unique retail milestones for each chain and category, retail and dining stakeholders can refine their strategies and make the most of the 2025 holiday season.
Placer.ai observes a panel of mobile devices in order to extrapolate and generate visitation insights for a variety of locations across the U.S. This panel covers only visitors from within the United States and does not represent or take into account international visitors.
Professional sports are big business – the industry is valued at nearly $1 billion in the United States alone. And beyond the economic impact of actual ticket sales and stadium and sponsorship gains, major sporting events can have significant impacts on local industries such as tourism, dining, and hospitality. Cities hosting sports events tend to see influxes of visitors who boost tourism, spend money at restaurants and hotels, and create ripple effects that benefit entire local economies.
The 2024 Copa América, typically held in South America but hosted in the United States this year, provides a prime example of the effect sports tourism can have on local economies. The games kicked off in Atlanta, Georgia on June 20th, 2024, before moving on to other host cities and boosting hospitality traffic along the way.
This white paper dives into the data to see how the games impacted hotel visits in cities across America – and especially in Atlanta. The report uncovers the hotel tiers and brands that saw the largest visit boosts and explores visitor demographics to better understand the audiences drawn to the event.
The Copa América took place in June and July 2024, with fourteen cities – mainly across the Sunbelt – hosting games. Thousands of fans attended each event, driving up demand in local hotel markets.
Arlington, TX, saw the largest hotel visit bump during the week it hosted the games, with hospitality traffic up 23.0% compared to the metro area's weekly January to September 2024 visit average. Orlando, FL, too, enjoyed a significant visit spike (22.1%), followed by Kansas City, KS-MO (17.4%).
The Atlanta metropolitan area, for its part, also saw a significant 11.0% increase in hotel visits during its hosting week compared to the city’s weekly visit average.
The Copa América games attracted fans from across the country – from as far away as Washington State and New Hampshire, as well as from neighboring states like Florida. On the day the tournament began, 26.1% of the domestic visitors to Atlanta’s Mercedes-Benz Stadium came from over 250 miles away, up from an average of 19.7% during the rest of the year (January to September 2024). These out-of-towners likely had a significant impact on Atlanta’s local economy – through spending on accommodations, dining, and entertainment.
During the week of the Copa América game, all of the analyzed hotel types in Atlanta received a visit bump. And while some of these visits were likely unrelated to the game, the massive scale of the event means that a significant share of the visit growth was likely driven by out-of-town soccer fans. Analyzing these patterns Atlanta can provide valuable insights for hospitality stakeholders looking to attract attendees of major sporting events.
Upper Midscale hotels saw the biggest boost during the week of the event, with visits 20.8% higher than the weekly visit average between January and September 2024. Midscale and Upscale hotels also experienced significant visit increases of 15.8% and 14.0%, respectively. During the same period, visits to Luxury hotels grew by 9.0% and Economy Hotel visits rose by 7.0% compared to the January to September 2024 weekly average. Meanwhile Upper Upscale Hotels received the smallest boost, with visits up by 2.9%.
Judging by these travel patterns, it appears that most Copa América spectators prefer to stay at Midscale, Upper Midscale, or Upscale hotels during the trip.
While Upper Midscale Hotels in the Atlanta-Sandy Springs-Alpharetta metro area generally experienced the biggest visit boost during the Copa América, visit performance varied somewhat from chain to chain. TownePlace Suites and Fairfield Inn, both Upper Midscale Marriott properties, saw increases of 27.5% and 25.3%, respectively, compared to their January to September 2024 weekly averages. Other chains in the tier also enjoyed visit boosts – visits to Home2 Suites by Hilton and Hampton Inn – both Hilton chains – jumped by 17.3% and 17.4%, respectively, during the same period.
The popularity of these Upper Midscale hotels may be driven by a multitude of factors. Some, like TownePlace Suites and Home2 Suites offer kitchenettes, something that may appeal to visitors looking to save by preparing their own meals. Others, such as Fairfield Inn and Hampton Inn which offer more locations closer to the stadium may attract visitors that prioritize convenience.
Layering the STI: PopStats dataset onto Placer.ai’s captured market can provide insights into Copa América attendees by revealing the demographic attributes of census block groups (CBGs) contributing visitors to the Mercedes-Benz Stadium. (The CBGs feeding visitors to a chain or venue, weighted to reflect the share of visitors from each one, are collectively referred to as the business’ captured market.)
During the Copa América opener,Mercedes-Benz Stadium drew visitors from CBGs with a median household income (HHI) of $90.0K – well above the national median of $76.1K and similar to the median HHI during the Taylor Swift concert ($90.6K). The stadium’s trade area median HHI was even higher during the Super Bowl ($117.9K).
This visitor profile suggests that Copa América attendees – along with guests of other major cultural and sporting events – often have the means to splurge on comfortable, mid-range hotels for their stays. As Atlanta gears up to host the College Football National Championship in January 2025, the 62nd Super Bowl in February 2028, and the MLB All Star Game in July 2025, along with a host of smaller-scale events – the city can draw on historical data from past events, including the Copa América, to better understand the needs and preferences of stadium visitors and plan accordingly.
And although Upper Upscale hotels generally experienced relatively subdued growth during the Atlanta Copa América opener, some Upper Upscale properties – including Marriott’s Autograph Collection Twelve Downtown, saw visits jump. Visits to the hotel were up 19.7% during the week of the Copa América compared to the January to September 2024 weekly average.
The Twelve Downtown has become a popular lodging choice for major events in the city, likely due to its proximity to Mercedes-Benz Stadium. (The hotel is located just over a mile away from the stadium). During the Super Bowl LIII five years ago, the Twelve Downtown drew 27.9% more visits than its weekly average for January to September 2019. And during the 2023 Taylor Swift concert, the hotel saw a 25.5% visit bump.
A closer look at the median HHI of the hotel’s captured market during the three periods reveals that, despite each event attracting visitors from varying income brackets, the median HHI of visitors to the Twelve Downtown remained stable. Visitors to the hotel between January and September 2024 came from trade areas where the median HHI was $76.2K, not far off from the median HHI during the 2019 Super Bowl ($75.4K), Taylor Swift’s 2023 concert ($80.6K) and the Copa América ($76.7K).
This stability suggests that, regardless of the event, hotels attract a specific visitor base. And understanding the similarities within the demographic profiles of likely hotel visitors during different events will be key for hotels at all levels seeking to capitalize on the economic opportunities created by major local events.
The Mountain region offers employment opportunities, affordable housing, outdoors recreation, and a relatively low cost of living – which could explain why these states are emerging as major domestic migration hubs. Idaho, Nevada and Wyoming in particular have consistently attracted inbound domestic migration in recent years, as Americans continue leaving higher density regions in search of greener – and calmer – pastures.
This report uses various datasets from the Placer.ai Migration Trends Report to analyze domestic migration to Idaho, Nevada, and Wyoming. Where are people coming from? And how is recent migration impacting local population centers in these states? Keep reading to find out.
Idaho emerged as a domestic migration hotspot over the pandemic, as many Americans freed from the obligation of in-person work relocated to the Gem State. Between June 2020 and June 2024, Idaho saw positive net migration of 4.7%, more than any other state in the U.S. (This metric measures the number of people moving to a state minus the number of people leaving – expressed as a percentage of the state’s total population.) And between 2023 and 2024, Idaho remained the nation’s top domestic migration performer (see map above).
Diving into the data reveals that though people moved to Idaho from across the U.S., most of Idaho’s influx over the past four years came from neighboring West Coast and Mountain States – especially California. Former residents of the Golden State accounted for a whopping 58.1% of inbound migrants to Idaho over the analyzed period.
California’s position as the top feeder of relocators to Idaho during the analyzed period may come as no surprise, given the state’s recent population outflow and the many former California residents who have settled in the Mountain region. But Washington, Oregon, and Nevada – where inbound and outbound migration remained relatively even in recent years – have also been seeing shifts to Idaho.
Idaho has a lower tax burden, robust employment opportunities, and greater overall affordability than its top four feeder states. So some of the recent relocators likely moved to the Gem State to enjoy better economic opportunities while staying relatively close to their states of origin. And these recent Idahoans may be reshaping Idaho’s demographic and economic landscape in the process.
Most inbound migration to Idaho is concentrated in the state’s metro areas, with Boise – the capital of Idaho and the major city closest to California – consistently absorbing the highest share of net inbound migration.
But recently, other CBSAs have emerged as key destinations for new Idahoans. The location of two emerging domestic relocation hubs in particular suggests that many new Idaho residents may be looking to stay close to their areas of origin: Coeur d’Alene, located near the border with Washington, attracts its largest contingent of new residents from the Spokane, WA metro area, while Twin Falls’ top feeder area is the Elko CBSA in northern Nevada.
Twin Falls in southern Idaho has a strong job market – and has received a substantial share of inbound domestic migration over the past three years. Coeur d’Alene is also flush with economic opportunities, and after declining steadily for several years, the share of relocators heading to the metro area increased to 20.7% between June 2023 and 2024.
The chart above also reveals that the share of inbound migration heading to Boise declined slightly between June 2023 and June 2024 – following a period of consistent growth between June 2020 and June 2023 – even as the share of migration to Coeur d’Alene ballooned. This may mean that, although the state’s largest metro area may have reached its saturation point, other areas in the state are still primed to receive inbound migration.
While Nevada is losing some of its population to nearby Idaho, the Silver State is also gaining new residents of its own: Between September 2020 and September 2024, the Silver State experienced positive net migration of 3.3%. And the data indicates that many new Nevadans are choosing to settle in the state's rapidly growing suburban centers.
Zooming into the Las Vegas-Henderson CBSA reveals that much of the growth is concentrated outside the main city of Las Vegas. Instead, the more suburban cities of Enterprise, Henderson, and North Las Vegas received the largest migration bump – with Henderson and North Las Vegas’ population now surpassing that of Reno. And while year-over-year migration trends suggest that the growth is beginning to stabilize, Enterprise and Henderson are still growing significantly faster than the CBSA as a whole – indicating that the suburbs continue to draw Nevada newcomers.
Analyzing the inbound domestic migration to Enterprise – one of the fastest growing areas in the country – may shed light on the aspects of suburban Las Vegas that are driving population growth.
Many new Enterprise residents moved to the city from elsewhere in Nevada, while most out-of-state newcomers came from California or Hawaii – mirroring the migration patterns for Nevada as a whole. And according to the Niche Neighborhood Grades dataset, Enterprise is a good fit for retirees and young professionals alike, with the city ranking higher than its feeder areas with regard to a range of factors – from jobs and commute to weather.
Like with migration to the rest of the Mountain region, domestic migration to Nevada – particularly to suburban areas like Enterprise and Henderson – is likely driven by newcomers looking for more economic opportunities along with higher quality of life.
Wyoming – currently the least populous state in the country – is another Mountain region state where inbound migration is driving up the population numbers. But in the Cowboy State, urban areas – as opposed to suburban ones – seem to be the main magnets for population growth.
The Cheyenne, Wyoming CBSA – home to Wyoming’s capital – is the largest metro area in the state. And analyzing the CBSA’s population trends over the past six years reveals a recent shift in Wyoming’s inbound migration patterns.
Cheyenne’s population is mostly suburban, and the CBSA’s suburban areas remain popular with newcomers – suburban Cheyenne has also seen steady population growth since January 2018. But when the CBSA became a popular relocation destination over the pandemic, many newcomers to the Cheyenne region chose to move to metro area’s more rural areas: By April 2022, Cheyenne’s rural population had jumped by 10.8% compared to a January 2018 baseline, compared to a 5.9% and 3.9% increase in the CBSA’s suburban and urban populations, respectively.
As the country opened back up, however, the number of rural Cheyenne residents dropped back down – and by September 2024, Cheyenne’s rural population was only 0.1% bigger than it had been in January 2018. The population growth in suburban Cheyenne also slowed down, with the September 2024 suburban population numbers more or less on par with the April 2022 figures.
Now, Cheyenne’s urban areas have overtaken both rural and suburban areas in terms of population growth: In September 2024, Cheyenne’s urban population was 9.4% bigger than in January 2018, compared to 5.2% and 0.1% growth for the suburban and urban areas, respectively.
Despite the growth in Cheyenne’s urban population, the suburbs still remain the most populous – as of September 2024, 71.2% of the CBSA’s population resided in suburban areas. But the continued growth of Cheyenne’s urban population may reflect a rising demand among Wyomingites for amenities and economic opportunities unavailable elsewhere in the state, mirroring the trend in Idaho’s urban CBSAs such as Boise and Coeur d'Alene.
Cheyenne’s urban growth could be partially due to shifts in migration patterns. At the height of the pandemic, most newcomers to Cheyenne were coming from out of state, perhaps drawn by the quiet and spaciousness of rural Wyoming. But since 2022, the share of migration to Cheyenne from within Wyoming has grown – coinciding with the population increase in its urban areas and suggesting that Cheyenne's amenities are attracting more residents statewide.
This growing intra-state migration to Cheyenne’s urban areas underscores the city’s evolving role as a hub within Wyoming, appealing not just to newcomers from outside the state but increasingly to Wyoming residents seeking the benefits of a more urban lifestyle relative to the rest of the state.
The Mountain States are solidifying their status as key migration hubs in the U.S., driven by economic opportunities, affordable living, and lifestyle appeal. Between September 2023 and September 2024, Idaho, Nevada, and Wyoming all experienced significant population growth due to inbound domestic migration. In Idaho, newcomers from neighboring states are boosting the population of the Gem State’s major metro areas. Meanwhile the Cheyenne, Wyoming, CBSA is emerging as a focal point for intra-state migration, with urban Cheyenne seeing particularly pronounced growth. And in Nevada, suburban hubs like Henderson and Enterprise are welcoming new arrivals seeking a balance of suburban comfort and economic potential. With the cost of living continuing to increase – and the Mountain region offering something for everyone through its various states – Idaho, Nevada, and Wyoming are likely to remain top migration destinations in 2025 and beyond.
