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.

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.