January 14, 2020
In an age of e-commerce and online retail, traditional brick-and-mortar stores have increasingly focused on specific days of the year to push consumer foot traffic in stores.
New data from Placer.ai, which has offices in Los Altos, Calif., and Tel Aviv, suggests retailers such as Walmart, Target and Best Buy target holidays to entice consumers. In a blog post, Ethan Chernofsky, VP of marketing, cited analytical data underscoring how the big box stores fared throughout 2019.
“Walmart may be the undisputed king of offline retail, and much of that centers around its ability to drive excitement and interest throughout the calendar,” Chernofsky wrote. “As opposed to many, Walmart’s peak comes in the days before Christmas with an annual peak hitting on Dec. 23.”
He said the day before Christmas Eve saw store foot traffic rise 89.2% above the retail behemoth’s baseline for 2019.
“There are clear peaks before Easter, Mother’s and Father’s Day, as well as the obvious Black Friday bump, in addition to an ongoing push in the back-to-school season,” Chernofsky wrote. “The capacity to effectively take advantage of so many key time periods is a hallmark to Walmart’s ongoing success.”
By comparison, Black Friday remains the key day in Target’s retail calendar, driving visits 181.3% above normal. Target has also shown a proclivity to dominate both the back-to-school period and the buildup into Christmas, with both periods driving major benefits to the general merchandise leader.
For Target, the day before Easter provides one of the few major peaks outside of the holiday and back-to-school seasons, with visits rising 81.7% above the baseline.
“If the retailer can identify another opportunity to drive visits with the same strength as the late summer or holiday period, the impact could catapult the brand to an entirely new level of success,” Chernovsky wrote.
Finally, Black Friday remains key to Best Buy. The brand sees visits rise a whopping 641.9% above the baseline on the post-Thanksgiving retail holiday.
“Smaller peaks throughout the rest of the holiday season come nowhere near the incredible standard the brand sets on Black Friday,” he wrote.
Placer.ai said the data highlights opportunities retailers could act upon to galvanize consumers throughout the year.
“Whether it’s Mother’s or Father’s Day, or an Amazon-esque attempt to create their own holiday [i.e. Prime Day], Best Buy has huge opportunities for growth if it can better leverage the period between January 1st and Thanksgiving,” Chernovsky wrote.