In many ways, this is a case of “rounding up the usual suspects.” The busiest shopping days for the 2024 holiday season in the U.S. are expected to be Black Friday (Nov. 29), Super Saturday (Dec. 21), and the Monday before Christmas (Dec. 23). That’s the prediction for this year from retail traffic consulting and analytics group Sensormatic Solutions. However, the rankings vary a bit from year to year, with this year seeing a “late” Thanksgiving (Nov. 28), for example, and a slightly shortened holiday calendar.
“Reviewing historical traffic analysis data will be essential for retailers to best strategize staffing, inventory and promotions during the peak holiday season in 2024,” said Grant Gustafson, head of retail consulting and analytics at Sensormatic Solutions, a Johnson Controls division that is forecasting the season’s busiest days. “Brick-and-mortar stores will once again play a key role this holiday season by providing inspiration and convenience.”
“While we see no signs of a significant risk to our expected flat store traffic, we expect overall shopper traffic will be impacted as the shortened holiday season gives consumers fewer opportunities to shop. Leveraging store traffic data, retailers can customize their offerings and create memorable experiences that meet shopper expectations, including personalized promotions and optimized store layouts.”
In the U.S., the top 10 busiest shopper days account for approximately 30% to 40% of retail traffic during the holiday season. Sensormatic Solutions predicts that U.S. store traffic will remain relatively flat, declining no more than 3% year-over-year. So far, traffic has averaged a 2.6% decline compared to 2023.
Based on traffic data from Sensormatic Solutions, the company predicts the 10 busiest shopping days in the U.S.:
Friday 29th November – Black Friday Saturday 21st December – Super Saturday Monday 23rd December – Monday before Christmas Sunday 22nd December – Sunday before Christmas Saturday 14th December – 2nd Saturday before Christmas Saturday 30th November – Saturday after Black Friday 26th December – Boxing Day Saturday 7th December – 3rd Saturday before Christmas Saturday 28th December – Saturday after Christmas Friday 20th December – Friday before Christmas
For more information on Sensormatic’s research, including details on the busiest holiday shopping days in 17 other countries around the world, click here
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