Thanks for Visiting!

Register for free to get the full story.

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

Off-Price, Hibbett, and Dick’s Pre-Holiday Check-in

by 
Bracha Arnold
 on 
November 16, 2022
Off-Price, Hibbett, and Dick’s Pre-Holiday Check-in

We dove into the foot traffic data to the off-price apparel sector and took a closer look at two leading sports retailers, Hibbett Sports and Dick’s Sporting Goods to see what visits can tell us about the upcoming holiday season. 

Continued Visits to Budget-Friendly Retailers 

There are four chains that dominate the off-price apparel category – T.J. Maxx and Marshalls, which are owned by the same parent company, Ross Dress For Less, and Burlington. These retailers performed remarkably well during the pandemic, consistently outperforming the overall apparel sector – a trend that has persisted in recent months. 

Year-over-three-year (Yo3Y) foot traffic to Ross and T.J. Maxx was up 3.3% and 0.9%, respectively, in October 2022, while Burlington foot traffic remained on par with pre-pandemic levels with just 0.7% fewer visitors than three years prior. Marshalls’ visits fell 9.1% Yo3Y in September 2022, but by October the chain had narrowed its visit gap to 3.3% while the wider apparel category saw its foot traffic decline 8.0% Yo3Y. 

Year-over-Year Visits Returning to Normal

The Yo3Y visit numbers provide critical context for year-over-year (YoY) foot traffic declines in the off-price apparel segment. All four brands saw their visits fall relative to 2021, but the drop in traffic is likely more of a testament to off-price’s particularly strong performance last year than to any real dip in demand.

Off-price’s recent performance may also be hampered by the inventory gluts impacting the wider apparel space. With customers across the board cutting spending, many traditional apparel retailers have begun offering steep discounts to move stock out of overflowing warehouses, which could be cutting into off-price’s customer base. 

Still, these inventory surpluses may ultimately help the category, as products not sold through traditional channels are likely to end up on off-price retailers’ shelves. And once excess inventory clears conventional retail channels, apparel brands may well raise their prices to offset the previous discounts – and the famously recession-proof off-price segment will be well positioned for further growth.

Hibbett and Dick’s on a Winning Streak

The sportswear and sporting goods market has been reaping the benefits of Americans' interest in health and wellness for several years. Dick’s Sporting Goods is a leading name in the industry that operates several outdoor-focused chains in its 850-strong store fleet, including Dick’s House of Sport, Field & Stream, and Golf Galaxy. Hibbett is another major sporting goods chain with nearly 1,100 stores across the U.S. that operates several brands, including sneaker destination City Gear. 

Hibbett and Dick’s performed well during the pandemic, and this strength has persisted in the face of the current economic headwinds. Both chains exceeded their Yo3Y visits by comfortable margins, with October 2022 visits up 35.0% for Hibbett and 8.0% for Dicks compared to 2019 – a promising performance ahead of a critical holiday season.

Game On Ahead of The Holidays

But while both chains outperformed their Yo3Y foot traffic levels, Hibbett appeared to pull ahead of Dick’s on a YoY basis. Despite inflation and supply-chain challenges, Hibbett posted YoY visit growth of 0.8% in October, while Dick’s visits fell 5.9% in the same period. And while the relatively minor visit gaps in the face of 2021’s outsized performance and current economic conditions indicate that Dick’s is still extremely well positioned, Hibbett’s continued YoY growth may mean that the sporting goods space is becoming increasingly competitive.  

Hibbett’s Growing Visit Share 

Looking at historical foot traffic data indicates that Hibbett has been steadily cutting into Dick’s Sporting Goods visit share. In Q3 2019, Dick’s received 91.2% and Hibbett received 8.8% of the retailers’ combined visit share. But thanks to Hibbett’s successful expansion, the Alabama-based retailer grew to command 10.8% of the two retailers’ combined visit share by Q3 2022. 

Of course, Dick’s visits still far outnumber Hibbetts’ – and visits to Dick’s stores represent only a fraction of the foot traffic to Dick’s Sporting Goods’ wider ecosystem of stores. But the recent success of Hibbett does mean that the brick-and-mortar sporting goods space is getting slightly more competitive. And with interest in fitness at an all-time high, consumer demand for sportswear and equipment is likely strong enough to sustain even further growth in this arena.

Post-Pandemic Predictions

The upcoming holidays will be closely-watched as the first truly post-pandemic shopping retail season kicks off. Off-price retailers are poised to benefit from a customer base looking to cut costs while the sporting goods space can hope to continue reaping the benefits of increasingly health conscious consumers. 

For more data-driven insights, visit placer.ai/blog.

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