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Insight Report

Holiday 2018: A Visit to Westfield Garden State Plaza Mall on Small Business Saturday

Coresight Research

Key Points

On Small Business Saturday, day three of the Thanksgiving weekend holiday shopping spree, Coresight Research visited Westfield Garden State Plaza Shopping Center. According to the National Retail Federation’s (NRF) and Prosper Insights & Analytics annual Thanksgiving weekend shopping survey, 67 million people were expected to go shopping on Small Business Saturday. Many Black Friday promotions were extended through Saturday.

  • Despite a mostly packed parking lot at 3pm, our conversations with sales associates revealed that store traffic wasn’t as strong as last year.
  • We didn’t see too many queues in the stores, with Macy’s a noticeable exception.
  • Westfield Garden State Plaza is a laboratory for new digital first brands. We visited the Wayfair pop-up.

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