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Black Friday 2022 Results: Winners by Category & Brand

According to a Mastercard SpendingPulse report, in-store sales were up 10.5% this year compared to 2021. While online sales were up about 12.5%, the increase in brick-and-mortar shopping sessions were close behind, highlighting that shoppers were eager to skip the wait times of deliveries and head into stores to cross items off of their shopping list.

So which categories and retailers saw the largest boost of in-store shoppers during Black Friday 2022? A look at GroundTruth’s visitation data for the retail holiday showcases which retailers won big this year.

With no further ado, here are the winners of Black Friday 2022.

Top 5 Retail Category Winners

Top 5 Retail Categories Visited on Black Friday
Luxury +134%
Apparel & Accessories +132%
Sporting Goods +118%
Jewelry +114%
Electronics +110%

Source: GroundTruth Visitation Data

The top five most visited retail categories were no surprise, as they cover highly giftable items across apparel, sporting goods, and electronics. In-store visits more than doubled across these categories compared to average.

The category that took the leaderboard on Black Friday 2022 in terms of the largest increase in foot traffic was Luxury Stores, which saw a 134% increase in in-store shoppers.

These categories highlight that shoppers were looking for big breaks on more expensive items, backed by the fact that visitation to Off-Price and Dollar Stores took a big dip on this day.

Black Friday 2022 Winners: Top 5 Brands (Per Category)

Interested in which brands grabbed the largest share of shoppers? We’ve got that, too!

Sporting Goods: Winners

Sporting Goods retailers took several top spots in terms of most visited categories. Columbia Sportswear took the top spot with a +223% increase in foot traffic, but not far behind were Under Armour and Champs Sports with increases of +188% and +166%, respectively.

Electronics Retailers: Winners

Electronics retailers, a go-to for black friday deal hunters, saw major upticks as well. Microsoft Store took the top spot with an increase of +188% above average followed closely behind by Bose at +178% increase and Best Buy Mobile locations at 1.5X visitors above average.

Luxury Retailers: Winners

Top brand visited in each category on
Black Friday
Top Sporting Goods Retailer Top brand visited in each category on Black Friday +223%
Top Apparel & Accessories Retailer Top brand visited in each category on Black Friday +201%
Top Electronics Retailer Top brand visited in each category on Black Friday +188%
Top Luxury Retailer Top brand visited in each category on Black Friday +161%
Top Jewelry Retailer Top brand visited in each category on Black Friday +156%

Source: GroundTruth Visitation Data

Conclusion? Takeaways?

GroundTruth Marketing