Store foot traffic surged on Black Friday compared to an average weekend day in November, with electronics, clothing, and toy stores seeing some of the biggest jumps. Black Friday also had the highest number of mobile shopping searches, with Thanksgiving coming in a close second.

Written by
Natalie Zmuda , Elizabeth Fabiani
Published
November 2016
Topics

As the holiday shopping season officially kicked off, consumers turned to mobile to find great deals in stores and online.

Store foot traffic jumped 65% on Black Friday, compared to an average weekend day in November. Clothing, toy, and electronic stores were all popular destinations. Clothing stores and toy stores saw more than double the foot traffic on Black Friday compared to an average weekend in November.1

Store foot traffic jumped 65% on Black Friday, compared to an average weekend day in November.

Electronics stores were particularly popular, with more than double the foot traffic on Thanksgiving Day and more than triple the foot traffic on Black Friday, compared to an average weekend day in November.2 That makes sense given electronics, including the Nintendo Entertainment System and Sony PS4 Pro, are topping shoppers’ gift lists this year.3

[[callout-headline-1]]

Shoppers also spent more time in stores. For example, in electronics stores, they typically spent between 35 minutes and 1.5 hours on Black Friday compared to 25 minutes on an average weekend day in November. Shopping malls showed a similar increase in visit duration compared to the average day in November.4

Shoppers typically spent between 35 minutes and 1.5 hours in electronics stores on Black Friday.

When it came to online shopping, Black Friday had the highest mobile shopping searches of any day during Thanksgiving week. Thanksgiving Day was a close second, with searches peaking at 8:00 p.m.5

Shoppers turned to mobile not only to find the best deals online but also to discover the best deals in-store: Rhode Island and Delaware had the most local shopping search interest—searches that contained “near me,” hours, and stores—of any states in the nation.6

[[callout-headline-2]]

As another Black Friday weekend wraps, we saw shoppers continue to turn to their devices for ideas and information as well as use them as a “door-to-the-store.” That trend is sure to continue as the holiday season progresses.

Sources
1,2,4 Google Data, aggregated, anonymized store traffic for department, clothing, electronics, and toy stores, and shopping centers from a sample of U.S. users that have turned on location history, Nov. 2016.
3 Google Shopping Insights, U.S., all devices, Nov. 1 – Nov. 13, 2016.
5 Google Search Data, U.S., apparel, home & garden, beauty & personal care, computers & electronics, gifts, toys & games, photo & video; mobile only, Nov. 2016.
6 Google Search Data, U.S., apparel, home & garden, beauty & personal care, computers & electronics, gifts, toys & games, and photo & video; search interest in "near me," "hours," and "stores"; local searches' popularity as a fraction of total shopping searches in that location, mobile only, Nov. 2016.