This year’s Black Friday saw significant in-person shopping activity across the United States, even as online sales hit record highs.
Despite the shift towards online shopping accelerated by the COVID-19 pandemic, traditional in-store Black Friday events continue to draw large crowds. This trend was evident as shoppers lined up at various retail locations across the country, eager to take advantage of special deals and exclusive merchandise. In Commerce, California, the Citadel Outlets experienced heavy foot traffic, with patrons queuing outside popular retailers such as H&M, Kate Spade, and Tory Burch.
Lines were also visible outside of Macy’s iconic flagship store in New York City, indicating that the allure of physical shopping experiences persists. Meanwhile, Target stores effectively attracted Swifties with exclusive in-store Taylor Swift merchandise, which was a significant draw in places like Jersey City, New Jersey. Fans lined up to purchase “The Eras Tour Book” and unique editions of Swift’s latest album, showcasing the power of star appeal in driving retail traffic.
While online spending hit a remarkable $9.8 billion this Black Friday—an impressive 7.5% increase from the previous year—evidence from the National Retail Federation survey suggests that 65% of the projected 131.7 million Black Friday shoppers still planned to shop in person. This indicates a balanced approach where consumers are taking advantage of both shopping modes.
Elsewhere, the American Dream mall in New Jersey drew in crowds not just for its retail offerings, but also for experiential attractions such as the Nickelodeon Universe theme park. The combination of shopping and entertainment seems to be a successful strategy for malls and large retail spaces to maintain consumer interest.
In addition, stores like Best Buy in Downey, California, recaptured some of the traditional early morning excitement with lines forming before doors opened. This demonstrates that, while online shopping provides convenience, the immediacy and thrill of in-person shopping remain appealing to many.
In conclusion, while online shopping continues to rise, Black Friday 2023 has shown that traditional in-store shopping still holds a significant place in consumer habits, driven by exclusive deals and physical shopping experiences.
Source: BusinessInsider
