Nomi Black Friday Retail Trends


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More shoppers hit suburban malls than urban stores over Thanksgiving weekend. The vast majority of shoppers, 87.1% were new, driven by deals instead of brand loyalty. However, these new customers were less engaged than loyal customers, spending only 6% more time browsing compared to 34% more time for loyal customers.

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Nomi Black Friday Retail Trends

  1. 1. PRESENTED BY NOMI 2013 Black Friday Shopping A summary of s hoppe r b e havi or ob s e r v ed by Nomi o n B l a c k F r iday, No v em ber 29 , 20 1 3 Summary of Shopper Behavior on Black Friday pr ev iou s f riday + 341% vis it s black friday Total visits are up +341% compared to the previous Friday, with twice as many customers visiting stores as on the previous Friday. 11.7 + 12.6 previous friday Duration increases by nearly a minute as customers take time to look for deals and leave stores less hastily, bringing bounce rate down by -15% compared to the previous Friday. black friday dura tio n Black Friday Drives New Customer Visits 87.1% of total vis it s new c u stomers + 256% + 5.2% 2-4 visits weekly increase + 88% 5-8 visits New customers dominated the shopping scene, making up 87.1% of all customers compared to 82.5% of customers the previous week. Loyal Customers More Engaged Than New Customers on Black Friday + 34% + 6% Loyal customers who do shop during Black Friday are highly engaged. Those who visited 2-4 times previously spent +34% longer browsing than on the previous Friday, compared to only a +6% increase for new customers. + 23% 8+ visits +366% more ne w cus tomers s hopped on Black Frid ay New customers showed higher increases in numbers of visits compared to repeat customers, up +366% from the previous week. Repeat customers who’d made 2-4 lifetime visits showed large increases as well, up +256%. Black Friday Disproportionally Affects Malls + 230% + 10% increase in increase in mall visitors urban visitors + 19% 0% length of visit length of visit -20% -8% bounce bounce mall urban Black Friday drove a significant spike in foot traffic to suburban mall locations. Overall foot traffic to malls increased by +230% compared to an increase of only +10% for urban locations. Mall shoppers were much more engaged than urban shoppers, spending +19% longer per visit on Black Friday compared to a 0% increase for urban shoppers. In addition, bounce rate decreases in cities by about -8% while bounce in malls decreases by more than -20%, showing that customers are spending more time in mall stores once they enter and likely have more intent to purchase.