US Region
Executive Summary:
Black Friday brick-and-mortar traffic flat.
Prodco’s Retail Traffic Index for Black Friday for all regions of the USA reported a slight 0.02% increase compared to 2017. The Midwest reported the largest year-over-year increase of 1.08% while the West reported the largest decrease of 1.01%.
According to a joint National Retail Federation and Prosper Insights & Analytics survey, within the 5 days surrounding Thanksgiving’s weekend, 165 million Americans shopped either online or in stores this year.
– 89.7 million Americans chose to shop both online and in brick-and-mortar stores this year compared to 64 million Americans last year
– 41.4 million chose to shop online only compared to 58 million last year
– 34.7 million chose brick-and-mortar stores only compared to 51 million people last year
With a strong US economy, more Americans took to shopping during the Black Friday weekend compared to last year. Although more consumers decided to shop overall, brick-and-mortar store visits continued to lose ground to the comfort of shopping from a computer or device at home.
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Canada Region
Executive Summary:
Black Friday continues to gain in popularity in Canada.
Prodco’s Retail Traffic Index for Black Friday in Canada reported an increase of 3.50% for all regions. Quebec reported the largest year-over-year increase of 8.30% while British Columbia reported the largest year-over-year decrease of -0.67%.
As per Diane Brisebois, RCC president and CEO, “While our shopping habits appear to be shifting and becoming more in tune with our neighbours south of the border, Canadians are showing a greater interest in keeping our dollars at home this year”.
The retail Council of Canada (RCC) also reported in a holiday shopping study that 40 percent of Canadians were planning to shop Black Friday Sales compared to just 25 percent on Boxing Day. This indicates that Black Friday in Canada will continue to grow and has largely replaced the traditional Boxing Day.
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