Black Friday 2024: Insights from US Store Visits—Which Retailers Could Have Done Better?

What's Inside

Last week, the Coresight Research team undertook our annual Black Friday store visits, visiting the stores of more than 40 retailers across six states: Arizona, Massachusetts, New Jersey, New York, Oregon and Rhode Island. During these store visits, our team covered outlets, malls, strip malls, super-regional centers, downtown locations and neighborhood centers. We offer our observations on the brick-and-mortar channel during Black Friday 2024, covering the breadth and depth of promotions, product quantity and availability, and consumer activity and demand, among other topics.

Companies mentioned in this report include: American Eagle Outfitters, Best Buy, Foot Locker, H&M, Lululemon, Macy’s, Target, Walmart, Williams-Sonoma, Zara

Other relevant research:

• US Black Friday 2024: Early Read—Moderate Early-Morning Footfall Bears Out the Reinvention of Black Friday
• Holiday 2024—Black Friday Preview: Projecting Low-Single-Digit Sales Growth as Early Deals Pull Demand Forward
• Holiday 2024: US Consumer Survey and Retail Outlook—Early Shopping and Deal-Seeking To Define the Season
• Holiday 2023: Black Friday Insights from Store Visits in the US and the UK
• All our coverage of US holiday retail, including our Holiday Survey Bites series of infographics