Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a account? Log In

Black Friday 2023 Retail Recap

Ethan Chernofsky
November 30, 2023
Black Friday 2023 Retail Recap

Black Friday – the unofficial start of the holiday season – drove nationwide retail foot traffic spikes on November 24th. Just how big was the Black Friday 2023 visit surge? And how did this year’s shopping holiday compare to 2022? We dove into the foot traffic data to find out. 

Best Buy Leads the Pack 

Best Buy is consistently one of the major winners of Black Friday, and this year was no exception – the electronics giant received 688.2% more visits on Black Friday 2023 compared to its daily year-to-date (YTD) average. Macy’s, the second-place Black Friday winner, also saw a considerable foot traffic surge – 458.5% increase compared to the YTD daily average – followed by Outlet Malls and their 416.3% visit spike.

The top three Black Friday 2023 performers also represented the three retail categories that benefited the most from the retail holiday – Specialty Stores, Department Stores, and Malls. Home Improvement chains, Off-Price Retailers, and Superstores also saw a significant increase in visits on Black Friday (from 81.4% for Walmart to 177.4% for Tractor Supply) but these spikes were not quite as large as the Black Friday surges for the leading three categories.

 How Did Black Friday 2023 Compared to Black Friday 2022?

Comparing Black Friday visits to the YTD daily average visits showed a massive jump across the brick-and-mortar retail space. Yet, beyond the obvious values of these visit surges was the fact that, almost across the board, the relative increases were higher in 2023 than in the year prior. This behavior deepens the thought that Black Friday remains the most significant retail day for most retail categories and retailers, but also that the value orientation of the day was even more of a draw considering the wider economic context that has dominated headlines in recent months. 

This same behavior was relevant in many retail segments, and stood out especially for those areas where the holiday season more generally – and Black Friday in particular – is uniquely critical. Electronics Retailers (including Best Buy) saw visits up 538.1% compared to the 2023 YTD daily average, while the category had seen an increase of 517.8% the year prior. Beauty & Self Care – which is proving to be one of the most inflation-resistant categories – saw a 375.0% increase in visits relative to the baseline last year, slightly lower than last year’s 390.1% boost – perhaps due to the segment’s strong performance throughout 2023. Department Stores, Recreational & Sporting Goods, Malls, and Apparel also saw needed boosts with visits up 338.1%, 322.9%, 270.4%, and 200.1% on their daily 2023 averages, compared to equivalent increases of 317.4%, 305.2%, 267.8%, and 195.4% in 2022. 

Critically, some of this peak does come from the relative challenges faced in several of these segments in 2023 because of the wider economic challenges. Yet, it is also clear that the potential for the 2023 holiday season – led by its key retail holidays – can provide a needed end of year boost.

Did the Black Friday Impact Spill into the Weekend? 

Although Black Friday is the main shopping event of the post-Thanksgiving weekend, many retailers continue offering sales on the following Saturday and Sunday – so how did foot traffic to key retail categories look over post-Black Friday weekend? 

The three categories that saw the largest Black Friday boosts – Electronics Retailers, Beauty & Self Care, and Department Stores – continued enjoying significant visit spikes over the weekend. In terms of year-over-year performance, foot traffic to Electronics Retailers and Department Stores followed the same trend on the post-Black Friday weekend as it did on Black Friday itself, with a larger weekend visit surge in 2023 than in 2022. But Beauty & Self Care retailers enjoyed a larger weekend visit boost last year, indicating that some 2023 beauty consumers may have concentrated their shopping over Black Friday itself, when some of the best deals are offered. 

Recreational & Sporting Goods retailers outperformed Malls and Apparel over Black Friday itself, but the segment fell behind Malls and Apparel over the weekend – so some Sporting Goods shoppers may have also focused their Black Friday budget on the special one-day deals. 

Meanwhile, Superstores, which received a significant increase in visits the day after Thanksgiving, saw their Black Friday boost mostly subside by the weekend. Saturday and Sunday visits to the segment were more or less in line with average YTD Saturday and Sunday foot traffic levels. 

Key Takeaways: 

The narrative surrounding Black Friday has largely centered around a long term decline in the day’s importance. And elements of this are true. The rise of other retail ‘holidays’ like Cyber Monday, owned deal days for leading retailers and the extended shopping season have created so many shopping opportunities that the relative peak has been diminished compared to pre-pandemic periods. 

However, this should not be taken to mean that Black Friday has somehow lost its value, and few years emphasize the day’s continued centrality and importance like 2023’s iteration.

For more data-driven insights, visit

Get 3 brand & industry
breakdowns every week

Subscribe to the newsletter

Great! Prepare your inbox for data-driven insights...
Oops! Something went wrong while submitting the form.

Get a Demo

Please enter your first name
Please enter your last name
Please provide a valid email
Please enter your email
Please enter company name

Thanks for reaching out!

One of our experts will be in touch soon

Try Free
Oops! Something went wrong while submitting the form.
Text Link
Black Friday
Text Link
Best Buy
Checking in With Discount & Dollar Stores
Peeking Behind The Curtain: Movie Theaters in 2023 and Beyond
Diving Into Brick-and-Mortar Eyewear
Getting Into Gear: Exploring The Auto Part Industry
Recapping Valentine’s Day 2024 Foot Traffic Trends
Fitness: A Strong Start to 2024
Dutch Bros. Continues To Percolate Visits
Super Bowl 2024:’s Postgame Foot Traffic Analysis
CAVA & sweetgreen Are On the Rise
Hats Off For Off-Price
Who Is Shopping at Malls?
Drilling Down Into Home Improvement
Walmart, Target, Costco & Superstore Space 2023 Recap
Catching Up With Shake Shack and Wingstop
Something To Chew On: Demographic Shifts at Steakhouse Chains Office Index: Looking Back at 2023
Recapping RBI & Yum! Brands’ 2023 Foot Traffic Performance White Paper Recap – January 2024
Who Shops at Anthropologie and Urban Outfitters?
Three Taco Chains to Watch in 2024
Starbucks and Dunkin’: 2023 in Four Data Points
Who Visits CVS and Walgreens?
Fashionably Frugal: Apparel in 2023
Catching Up With Fast Food
The Grocery Sector in 2023: An End-of-Year Recap
3 Mall & Shopping Center Trends for 2024
Bakery Chains Rising To The Top and Esri Partner to Deliver Geospatial Analytics
Tampa Tourism Trends
Going For The Green: The Changing Dynamics Of Country Clubs
Christmas Day Dining Recap
Major Urban Shopping Districts – Holiday Season Recap Office Index: December 2023 Recap
Recapping the 2023 Holiday Shopping Season White Paper Recap – December 2023
7 Retail & Dining Segments to Watch in 2024
Diving Into Holiday Season Favorites
Super Saturday and Christmas Eve Eve: A Winning Combination
3 Budget Grocery Chains Finishing 2023 On a High Note
Making It In America: International Chicken Chains Bring The Heat
Domestic Tourism at a Glance: A Q3 2023 Roundup
Five Pizza Chains On The Rise
Jewelry Brands Taking Advantage of the DTC Opportunity
Secondhand News: Kids' Thrift Shops
Recapping 2023’s Dining M&As
MetLife Stadium Kicks Off Football Season Office Index: November 2023 Recap
Small Coffee Chains Brewing Big Success White Paper Recap – November 2023
Thanksgiving Travel 2023 Recap
Checking in With Nike and Lululemon
Black Friday 2023 Retail Recap
Starbucks’ 2023 Holiday Menu & Red Cup Day Performance
Turkey Wednesday 2023
Who Attended the 2023 Pickleball Championship? 
Three Surprising Holiday Shopping Trends
What’s in Store for Ulta Beauty This Holiday Season?
Best Buy and Department Stores: A Holiday Deep Dive
Discount & Dollar Stores: Strength Toward The End of the Year
The State of Off-Price Retail: Discounts Seal The Deal
Placer Mall Index Recap: October 2023 Office Index: October 2023 Recap
Retail Corridors Ahead of the 2023 Holiday Season
California, Here Gap Comes
Checking in With Home Improvement
Getting Into the Glasses Game: Warby Parker Takes Over
Fitness Positioned for a Strong 2023 Finish
White Paper Recap: October 2023
Coffee Giants Brewing Up Business
Popeyes and Burger King Lead the Way
Diving into Yum!
Looking Ahead to Black Friday 2023
Blockbusters Drive Movie Theater Comeback
Crocs and Boot Barn: Shoe-Ins for Success
McDonald’s and Chipotle's Winning Recipe
The State Of Steak: Checking in With Texas Roadhouse
Pleasant Pastimes: Pickleball Potential Proves Potent
Who’s Driving Downtown Manhattan’s Weekend Revival?
Diving into Downtown Manhattan Foot Traffic Trends
Rite Aid: Rightsizing Right
Major League Soccer: Its Die-Hard and Casual Fans
The Anchor Recap: September 2023 Office Index: September 2023 Recap
Placer Mall Index Recap: September 2023
September White Paper Recap
The Consumer Habits of College Students
JCPenney: Rightsizing and Revitalizing
Pent-Up Demand Ahead of October Sales Events
4 Strategies Retailers are Using to Drive Traffic to Their Venues
5 Key Regional Grocery Players Impressing in 2023
Upscale Kitchenware Trending Up
Costco Finds More Room for Growth
Four C-Store Chains Making an A-Grade
National Parks + Outdoor Summer Activities
Diving Into Darden: Summer 2023 Update
The Summer Event Effect
Messi: Massive in Miami
Looking Back on Back to School 2023
The Anchor Recap: August 2023 Office Index: August 2023 Recap