A clear lesson from the Black Friday selling period is that bottom-line value is foremost on consumer minds, according to retail traffic tracker Placer.ai.
An analysis of Black Friday store visitations across retail categories and the United States demonstrated that value-oriented formats and convenient, low-cost treats are playing a larger role in shaping how and where shoppers decide to spend money. The data paints a picture of consumers who are highly selective in their willingness to pursue standout deals, as characterized by Placer.ai, but focused on stretching their dollars and fitting purchases into packed holiday routines.
Key observations from Placer.ai Black Friday research include:
- Black Friday performance indicates consumers are balancing traditional deal-seeking with an increased focus on final price and everyday value, reshaping which categories earn holiday attention.
- Value-focused categories including thrift stores, wholesale clubs, off-price retailers and discount/dollar stores saw a year-over-year boost.
- Longer store visits that occurred on Black Friday may mean the selling date is becoming as much about maximizing savings as it is about fulfilling gift lists, an approach aligned with shoppers’ heightened price sensitivity and the growing emphasis on strategic, mission-driven store trips.
- A store-visit surge in the Midwest reinforces how deeply value-driven promotion resonates in the region and highlights the importance of tailoring offers to local price sensitivities.
The strength of Black Friday in the Midwest contrasts with relative traffic softness in Southwest, Northeast and South on the occasion, anccording to Placer.ai
Placer.ai noted the strength of value categories such as thrift stores, wholesale clubs, off-price retailers, and discount and dollar stores was relative, with significant year-over-year traffic gains despite relatively modest increases when compared with typical daily visits. However, the thrift store category saw the biggest Black Friday year-over-year growth, up 12.2%, across retailing as analyzed by Placer.ai, with the warehouse club category coming in second at up 8.1%. The year-over-year gains in 2025 on a day defined by aggressive discount-hunting provide evidence that the value formats are becoming more meaningful Black Friday destinations and that consumers are increasingly motivated by the final price they pay rather than the size of the advertised markdown.
The data also makes clear that traditional Black Friday winners can draw crowds, Placer.ai pointed out. Mid-tier department stores, beauty, sporting goods and electronics all saw outsized Black Friday visit spikes relative to their year-to-date averages, although not always year over year, with department stores more than doubling typical weekend traffic. Together, according to Placer.ai, the data paints a picture of a holiday season defined by careful tradeoffs. Even amid macroeconomic pressure, mid-tier retailers still can draw high-intent shoppers, especially if they offer the right deal. Still, value-focused formats are gaining traction among consumers spending their budgets more carefully.
In terms of specific major retailers, Walmart traffic on Black Friday was up 2.1%, Placer.ai observed, while Target’s traffic was flat as compared to the 2024 date. All three main warehouse clubs gained, with Sam’s Club up 9.7%, BJ’s up 8.2% and Costco up 7.7% year over year. Home centers gained, too, but unevenly, with Lowe’s up 9.7% and Home Depot up 3%. Dollar Tree visits declined slightly, by 0.2%, but Ollie’s was up 16.6%, Dollar General was up 5.7% and Five Below was up 2.5%. Meanwhile, Best Buy, down 2.1%, saw fewer visits, as did Dick’s Sporting Goods, down 4.2% and Ulta, down 0.5%.
All key off-pricers saw more Black Friday shoppers through the doors on Black Friday, with Ross Dress for Less up 13.9%, Home Goods up 6.2%, T.J. Maxx up 5.2%, Marshalls up 5.1%, Nordstrom Rack up 3.3% and Burlington up 1.5% year over year. As for department stores, Bloomingdales, up 5.5%, Nordstrom, up 2.4%, Dillard’s, up 0.5%, and Neiman Marcus, flat, did better year over year than Belk, down 8.7%, JCPenney, down 6.7%, Macy’s, down 5.9%, and Kohl’s, down 5.3%.
Although other retail destinations might have made Black Friday gains, Placer.ai saw consumers shopping malls early in November, but then observed visits to retail centers tailing off during Black Friday weekend. Foot traffic rose 2.6% year-over-year at indoor malls in the month overall but was down from 5% in October. Visits gained 2.2% at open-air shopping centers, and 1.5% at outlet malls, year over year. Yet, during Black Friday week, outlet mall visits slipped 3% from 2024 with open air shopping center traffic down 1.4% and indoor mall traffic down 0.2%.
