• U.S. traffic data indicates that Black Friday will again see higher in-store traffic than any other day during the holiday rush

NEUHAUSEN, Switzerland — September 17, 2024—Sensormatic Solutions, the leading global retail solutions portfolio of Johnson Controls (NYSE: JCI), today released its predictions for the top busiest shopping days of the 2024 holiday season in the United States as well as around the world. The predicted top spots for the United States will be Black Friday (Nov. 29), Super Saturday (Dec. 21) and the Monday before Christmas (Dec. 23). Each year, Sensormatic Solutions retail traffic consulting and analytics group forecasts the global top busiest shopping days, leveraging historical holiday traffic data from its ShopperTrak Analytics solution.

“The period from Black Friday through the New Year is critical for retailers, and each year presents unique opportunities to optimize strategies and delight in-store shoppers," said Tony D’Onofrio, president at Sensormatic Solutions. “When the season wraps, ‘success’ is not just about increased sales; it’s about building brand loyalty, attracting new customers and setting the tone for the coming year. Our traffic predictions provide a valuable roadmap for the season, and the ability to adapt and respond to holiday shopping trends can be the difference between a good year and a great one for retailers.”

In the United States, the top 10 busiest shopping days account for approximately 30 to 40% of all holiday retail traffic. Sensormatic Solutions predicts U.S. in-store traffic will be relatively flat, down no more than -3% year-over-year. To date, traffic has been down -2.6% on average compared to 2023.

“Reviewing historical traffic insights data is crucial for retailers to best strategize staffing, stock and promotions during peak days of the 2024 holiday season,” said Grant Gustafson, head of retail consulting and analytics at Sensormatic Solutions, whose team predicts the season’s top busiest days. “Physical stores will play a critical role once again this holiday season, providing inspiration and convenience. While we don’t see signs of significant risk to the anticipated flat traffic, we expect the compressed holiday season to have an impact on total shopping visits, as consumers will have fewer opportunities to shop. By leveraging traffic data, retailers can tailor their offerings and create memorable experiences that meet their shoppers' expectations, such as personalized promotions and optimized store layouts.”

Based on Sensormatic Solutions traffic data, the organization predicts that the 10 busiest shopping days in the U.S. will be:

1. Friday, Nov. 29 – Black Friday
2. Saturday, Dec. 21 – Super Saturday
3. Monday, Dec. 23 – Monday Before Christmas
4. Sunday, Dec. 22 – Sunday before Christmas
5. Saturday, Dec. 14 – Second Saturday before Christmas
6. Saturday, Nov. 30 – Saturday after Black Friday
7. Thursday, Dec. 26 – Boxing Day
8. Saturday, Dec. 7 – Third Saturday before Christmas
9. Saturday, Dec. 28 – Saturday after Christmas
10. Friday, Dec. 20 – Friday before Christmas

The predicted top busiest shopping days globally include:

To learn about what shoppers are looking for this holiday season and how Sensormatic Solutions can support retailers’ needs, read “Predictions and Preparations: Getting Ready for Holiday 2024’s Busiest Days.” For more Sensormatic Solutions holiday insights, use #SensormaticHolidays to follow along on LinkedIn and X.

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Sensormatic Solutions is the leading global retail solutions portfolio of Johnson Controls powering operational excellence at scale and enabling smart and connected shopper engagement. Our intelligent digital operating platform – Sensormatic IQ – combines the full Sensormatic Solutions portfolio, including third-party data to deliver unmatched insights into shopper experience, inventory intelligence, loss prevention and operational effectiveness with advanced technologies, like AI and Machine Learning. This enables retailers to act on prescriptive and predictive data-driven outcomes to confidently move into the future. Please visit Sensormatic Solutions or follow us on LinkedIn, X, and our YouTube channel.

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