Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a Placer.ai account? Log In

Black Friday Weekend 2021 Recap

by 
Ethan Chernofsky
 on 
December 6, 2021
Black Friday Weekend 2021 Recap

Yes, Black Friday marks the height of the holiday season – but the day itself can hardly be taken in isolation. For critical context, we took a look at the wider weekend to see how different the holiday season in 2021 has been.

Mall Performance - Impressive in Relative Terms

Looking at the Placer.ai Mall Index on Black Friday alone showed visits to indoor malls down just 8.5% compared to 2019, while visits were down 9.2% for outdoor malls. And while the visits marked a significant peak for malls and retailers, looking at the wider weekend metrics paints an even rosier picture.

Black Friday declines were driven in part by retailers’ efforts to drive a more extended holiday season. The clearest example of this is the increase in visits many shopping centers, malls, and retailers have seen earlier in the season. Yet, even within this context, Black Friday weekend’s impact on retail visits was clear. While visits to the Placer.ai Mall Index were down 8.5% compared to 2019 on Black Friday, the weekend from Friday to Sunday saw visits down just 4.9%, largely due to visit strength on Sunday and a more limited decline on Saturday. The important takeaway here is that while the extended holiday retail season may have limited Black Friday peaks, it could still drive greater overall success.

Retailer Performances

A similar trend was seen across the retail landscape. While Nordstrom and Macy’s saw visits down 18.6% and 18.0%, respectively, on Black Friday compared to 2019, the declines over the wider weekend was just 13.0% for Nordstrom and 13.9% for Macy’s. 

The trend also held for the Off Price retail sector, which saw some of the strongest results on Black Friday compared to 2019. Black Friday visits to T.J. Maxx, Burlington and HomeGoods increased by 2.9%, 0.4% and 7.6% respectively. And for the overall weekend, visits were up 7.7% for T.J. Maxx, 6.0% for Burlington, and 13.2% for HomeGoods. 

Interestingly though, Walmart did buck this trend. Like most of the retail landscape, superstore counterpart Target saw a stronger performance for the overall weekend than it did on Black Friday in isolation. Yo2Y visits went from -3.1% on Black Friday compared to 2019 to -2.2% for the wider weekend - again indicating a strong jump on Sunday. Yet, Walmart saw visits go from a 2.8% increase on Black Friday to just a 0.4%  increase compared to 2019 for the wider weekend. The interesting takeaway here is that Walmart was one of the very few brands able to sustain the traditional centrality and urgency around Black Friday itself.

Black Friday Weekend’s Biggest Winner

But it is impossible to talk about Black Friday weekend without discussing the brand that dominates it most - Starbucks. Starbucks saw a huge surge in visits on Black Friday and Black Friday weekend compared to 2019. Visits for the day itself were up 26.5% while visits for the weekend were up 25.2%.

The coffee giant consistently drives huge visits on Black Friday because of the complementary nature of its offering. A day full of shopping requires at least one pit stop to refuel, and Starbucks is ideally positioned to answer that need. Yet, the success also speaks to the unique nature of the 2021 holiday season. In the past, the brand likely played a complementary role - helping bring a buzz to those in the midst of a full day out shopping. However, in 2021, the day out experience itself was a key part of the Black Friday draw. From that perspective, the full range of offerings - from food to entertainment to apparel - were part of the force that pulled customers into malls and shopping centers, and so Starbucks played a much more central role in shaping the Black Friday experience this year than in years past. 

How will the rest of the holiday season unfold and which retailers will benefit most? Visit Placer.ai to find out.

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 Placer.ai Free
Oops! Something went wrong while submitting the form.
Location Intelligence Breakdown: Coffee Caps-Off 2022
Digitally Native Brands Lean Into Brick & Mortar
Washington, D.C. Population Changes & Trends
A Location Intelligence Perspective on Macy’s Rightsizing
Amazon-Powered Shopping: The Future of Brick-and-Mortar Grocery?
Cold Weather, Hot Visits: Diving into Winter Resorts
Wawa and 7-Eleven: Leaning Into the “Slurpee Effect”
2022 and Beyond: Catching Up With McDonald’s & Chipotle
Let’s Have Some Fun! Going Out Is In
Placer.ai’s Q4 2022 Quarterly Index
Placer.ai Adds Industry Executives to Leadership Team To Drive Company's Next Phase of Growth
5 Emerging Retail Formats: 2023’s Brick-and-Mortar Evolution
Grocery Update: Zooming in on the Lone Star State
2022 Office Recap: The Year of the TGIF Work Week
What Lies Ahead for Brick-and-Mortar Luxury in 2023
Placer.ai Mall Indexes: December 2022 Recap
Looking Back on 2022’s Holiday Shopping Season
Post-Pandemic Migration Trends in New York
Top Retailers for 2023
The Live Sports Advertising Opportunity
Domestic Migration to the Mountain States: Small Shifts with Big Implications
New Year, New Food: 5 Dining Trends For 2023
Announcing Placer.ai’s COVID RECOVERY DASHBOARD
This is Why Shop-in-Shops Are Everywhere
Super Saturday 2022 Recap
The San Francisco Shift
Grocery Year-End Update: Publix in the Spotlight
Three Ways Retailers Can Think Small to Increase Store Impact
Offline Beauty Is on an Upswing
The Evolving Migration Patterns of New York’s Florida Snowbirds
Placer.ai Office Index: November 2022 Recap
How Viral Social Media Trends Can Drive Offline Engagement
Are You Ready for Some Football? Experiential Marketing Shows Promise
Mall and Shopping Center Trends For 2023
Retail Corridors and Indoor Malls: A Holiday Head-to-Head
Placer Bytes: Nike, lululemon, and GameStop Update
Placer.ai Mall Indexes: November 2022 Update
Black Friday 2022: Consumers Hear the Call
Digitally Native Brands: Taking Off, Offline
Discount and Dollar Stores Leading the Pack
Turkey Wednesday 2022
Retail’s Evolving Holiday Season
Placer Bytes: Starbucks and Department Stores Ahead of Black Friday
Ulta: A Force to be Reckoned With
College Towns Drive Dining Growth
Foot Traffic Trends Reveal Consumers Ready for Holiday Cheer
How Retailers Can Win Big By Going Small
How Are Consumers Feeling Ahead of Black Friday 2022?
Off-Price, Hibbett, and Dick’s Pre-Holiday Check-in
Ho, Ho, Wholesale: Costco, Sam’s Club, and BJ’s
October 2022’s Retail Rebound
Target and Walmart Ahead of the Holidays
Home Improvement: Leave it to the Pros
Despite Inflation, Holiday Season is Off to a Good Start
Placer.ai Office Index: October 2022 Recap
Placer.ai Mall Indexes- October 2022 Update
Americans Double Down on Fitness
The State of Grocery
CVS and Walgreens: The Wave Continues
Coffee Chains Brewing Up Visits
Placer.ai Spotlight: Pizza Players
What Drove COVID-Era Urban Migration Trends?
Kroger and Albertsons: A Merging of Strengths
Texas Roadhouse Innovations Dishing Up Success
Holidays on the Horizon: Mid-Range and Luxury Shopping
McDonald's and Chipotle's Post-Pandemic Success
Announcing Placer.ai’s Q3 2022 Quarterly Index
5 Hot Restaurant Brands for 2023
Target Finds a Winning Deals Day Formula
Five Trends to Watch for 2022’s Holiday Shopping Season
September 2022 Analysis: A Difficult Month and Time for Optimism
Inflation’s Retail Winners
Five Apparel Retailers to Watch Ahead of the Holidays
Placer.ai Spotlight: Wawa’s QSR Pivot
Placer.ai Mall Indexes: September 2022 Recap
Placer.ai Office Indexes: September 2022 Recap
The Impact of Population Growth on Commercial Real Estate 
Starbucks' New Makeover
There's Somethin' About Pumpkin
Expanding Offline Reach
Breakfast Restaurants are Rising in Popularity
The Power of Labor Day 2022
Tourism in Miami Heating Up
Citi Trends on the Rise
Reaching Rural Consumers Through Retail Media Network
Darden Restaurants Cooking Up Success
The Home Improvement Sector: A Sign of Consumer Confidence
QSR Is Having a Northeastern Growth Spurt
Domestic Migration’s Ripple Effects
A Look Back at Back To School 2022
Kroger Digital Tell-All
The Return of In-Person Networking
The Reinvention of the American Mall  
Placer.ai Office Building Indexes: August 2022 Recap 
Placer.ai Mall Indexes - August 2022 Recap
Five Below’s Back to School Success
Plus-Size Fashion’s Staying Power
Placer Bytes: Best Buy & GameStop 
Petco Barking Up the Right Tree
Lipstick Effect Boosts Ulta’s Growth