Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a account? Log In

Placer Bytes: Recoveries for Macy's, JCPenney & Dillard's

Jocelyn Bauer
August 10, 2020
Placer Bytes: Recoveries for Macy's, JCPenney & Dillard's

In this Placer Bytes we dive into the data and recoveries for three major apparel retailers - Macy’s, JCPenney and Dillard’s. 

Macy’s Recovery Stalls

Macy’s started off 2020 with mixed results, with year-over-over visits for January down 0.9% but up 6.4% for February. As expected, visits dropped to 62.7% down for March as coronavirus hit the United States, and continued to decline into April - bottoming out completely. But, monthly visits seem to be making their way back. Visits for May were down 88.2%, but visits in June were down just 56.1%, while July visits pulled closest to 2019 levels, within 44.0%. 

However, looking at the pace of recovery for the retailer shows a different narrative.  While visits for June and July are certainly better than those during the prior months, traffic seems to be plateauing - a trend that has been felt across the apparel sector as COVID resurgences hit key states like California, Florida and Texas. The week of June 15th garnered visits for Macy’s that were closest to 2019 levels at 39.9% down, marking the best week out of all the weeks analyzed. But, every week post June 15th has fallen short of that mark. Visits for the week of July 13th and July 20th, were 45.0% and 45.7% down, stalling Macy’s growth, with the brand appearing to be increasingly affected by the ongoing impacts of the pandemic. 

Can JCPenney Bounce Back? 

JCPenny is a brand that’s been making waves with its recent headlines regarding layoffs, store closures and bankruptcy. Despite the relatively negative press surrounding the retailer, the brand was off to a seemingly good start to 2020, with visits for February 2020 up 5.2% year over year. Similar to other brands analyzed, a recovery looks to be underway for JCPenney with visits jumping to 42.3% down for July. 

But, as with Macy’s , visits have been declining since a June 15th high point that pulled visits within 27.0% of 2019 numbers. And traffic since then dropped to a low point on the week of July 20th with visits down 46.9%. With continued closures on the horizon, and a large number of stores in hard hit states, an uncertain future for JCPenney lies ahead.

Dillard’s Recovery 

The department store struggles continue with Dillard’s seeing similar results as the previous two brands analyzed.  Year-over-year traffic for February was up an impressive 6.6%  before the pandemic spread across the country.  Visits flatlined in April before both May and June saw visits that were moving closer to pre-COVID levels.  Visits for May were nearly 70.0% down and jumped significantly in June when traffic was just 37.2% down, inching even closer to normalcy. 

But while monthly visits are certainly up year over year, we see the same trend emerging for Dillard’s, as Macy’s and JCPenney.  The brand’s recovery pace is falling off, or plateauing, from its initial traffic rush after being allowed to reopen.  Although visits were just 26.7% down for the week of June 15th, the closest to 2019 levels, traffic has continued to decline since then.  In fact, visits for the week of July 13th and July 20th generated some of the lowest traffic across the weeks measured, at 44.7% down year over year. Also it’s likely that the massive resurgence of COVID cases across states such as Texas and Florida, where most of Dillard’s locations are situated, has significantly impacted traffic.

Departmental Conclusions

We see clear trends emerging across the department store sector, with recoveries stymied by a resurgence in cases leading to a reversal of the positive trends we had been seeing in May and June.  It increasingly appears that the success of this sector - at least in the short term - will depend on the government’s ability to effectively control the impact of the pandemic. Should COVID’s reign continue deeper into 2020 and beyond, the effect could be very difficult to overcome.

Check back in with to see how department store traffic changes in the coming months.

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.
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’s Q4 2022 Quarterly Index 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 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
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 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 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 Office Index: October 2022 Recap 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 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’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 Spotlight: Wawa’s QSR Pivot Mall Indexes: September 2022 Recap 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 Office Building Indexes: August 2022 Recap 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