Late-season shopping was a boon for discount and dollar stores in the 2023 holiday season.
Store traffic on Super Saturday was 144.3% above the sector’s daily average, then 68.3% above average on Christmas Eve. In contrast, traffic on Black Friday was only 39.4% above average, which also fell below peaks experienced on December 2, 62.1% over, December 9, 65.7% over, and December 16, 79.9% over.
For the department store channel, traffic spiked on Black Friday at 228.8% above the daily average but rebounded late season after falling off after Thanksgiving weekend to hit a second peak on Super Saturday at 205.3% above average. Similarly, shopping centers enjoyed a 130% advantage over average on Black Friday, then another traffic peak at 112.1% above mean on Super Saturday. On the other hand, superstore visits were 85.3% above the daily average on Black Friday but 115.4% above average on Super Saturday.