U.S. Retail Traffic Was In-Line With Year-to-Date Trends on Black Friday, According to Sensormatic Solutions ShopperTrak Analytics

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11/29/2025 - 01:02 PM

In-store traffic was down 2.1% compared to 2024 Black Friday results, on par with 2025 results year-to-date (-2.2%).
Week of Black Friday (Nov. 23-28) traffic was up 56.7% compared to the week prior (Nov. 16-21).
Shopper traffic on Black Friday (Nov. 28) exceeded the previous Friday (Nov. 21) by 248.9%.

NEUHAUSEN, Switzerland--(BUSINESS WIRE)-- Sensormatic Solutions, the leading global retail solutions portfolio of Johnson Controls (NYSE: JCI), today shared its initial analysis of Black Friday in-store traffic for the 2025 U.S. holiday season. According to its ShopperTrak Analytics insights, which captures 40 billion store visits globally each year, retail visits on the annual shopping holiday were down slightly compared to 2024 (-2.1%), but shopper traffic was in-line with 2025 year-to-date (-2.2%). Compared to the previous Friday (Nov. 21), traffic on Nov. 28 was up 248.9%.

“Traffic has been steadily picking up throughout the second half of 2025, kicking off during the back-to-school season, and this week’s strong showing hints this trend is likely to continue throughout the rest of the holiday season,” said Grant Gustafson, head of retail consulting and analytics at Sensormatic Solutions. “Black Friday is still expected to be the busiest shopping day of the year as consumers prioritize leveraging peak discount days to purchase big-ticket items on their lists.”

ShopperTrak Analytics data also showed that early afternoon is still the most popular time for Black Friday browsing. As in years past, in-store traffic peaked between 2 and 4 p.m., with 3 p.m. marking the busiest hour for retailers.

The Season Ahead

Black Friday may be the predicted busiest day of the 2025 holiday shopping season in the U.S., but the retail rush is just getting started. According to Sensormatic Solutions predictions, the rest of the season’s busiest days are still on the horizon, with the peak expected to fall in the final few days leading up to Christmas. With this year’s holiday falling on a Thursday for the first time in over a decade, retailers may see a more sustained high-traffic period in the week preceding Dec. 25.

“This weekend truly marks the kickoff to a successful holiday season for retailers, and beyond that, a successful 2026 as well,” continued Gustafson. “According to ShopperTrak Analytics, in 2024, 77% of the retailers who outperformed in shopper traffic during the holiday season, continued to outperform into the first half of 2025. The momentum and loyalty gained by providing great shopping experiences this weekend can help retailers into the new year.”

To get more holiday insights from Sensormatic Solutions, visit www.sensormatic.com. To make sure you’re up-to-date on all things holiday retail, use #SensormaticHolidays to follow along on LinkedIn and X.

About Johnson Controls

At Johnson Controls (NYSE:JCI), we transform the environments where people live, work, learn and play. As the global leader in smart, healthy and sustainable buildings, our mission is to reimagine the performance of buildings to serve people, places and the planet.

Building on a proud history of 140 years of innovation, we deliver the blueprint of the future for industries such as healthcare, schools, data centers, airports, stadiums, manufacturing and beyond through OpenBlue, our comprehensive digital offering.

Today, Johnson Controls offers the world’s largest portfolio of building technology and software as well as service solutions from some of the most trusted names in the industry.

Visit www.johnsoncontrols.com for more information and follow @johnsoncontrols on social platforms.

About Sensormatic Solutions

Sensormatic Solutions, the leading global retail solutions portfolio of Johnson Controls, powers safe, secure and seamless retail experiences. For more than 50 years, the brand has been at the forefront of the industry’s fast-moving technology adoption, redefining retail operations on a global scale and turning insights into actions. Sensormatic Solutions delivers an interconnected ecosystem of loss prevention, inventory intelligence and traffic insight solutions, along with our services and partners to enable retailers worldwide to innovate and elevate with precision, connecting data-driven outcomes that shape retail’s future. Please visit Sensormatic Solutions or follow us on LinkedIn, X and our YouTube channel. Please visit Sensormatic Solutions or follow us on LinkedIn, X and our YouTube channel.