HomeGoods boosts Q4 foot traffic; Walmart and Target visits dip


SANTA CRUZ, Calif. – Store visits during the fourth quarter climbed at HomeGoods while also rising at dollar stores, off-pricers and warehouse clubs.

Placer.ai’s Quarterly Retail Review: Q4 2024 examines year-over-year foot traffic patterns from October through December 2024 across several channels. (Editor’s note: For most publicly traded retailers, the fiscal 4th quarter began on Nov. 3 and ends in late January 2025.)

Among volume home furnishings retailers, HomeGoods topped the list, up 9.3% for the period.

Dollar Tree and Dollar General each saw increases over 5% during the period. Family Dollar – which closed roughly 600 stores last year – saw visits decline 2.3%.

Visits were up at all three major warehouse clubs: BJ’s led the pack, up nearly 5%, followed by Costco (up 3.0%) and Sam’s Club (up 2.7%).

Off-pricer Burlington Stores, which opened roughly 100 net new locations last year, saw visits increase nearly 5%. TJMaxx’s store visits were up 4.1%. The report did not include Ross Stores.

Walmart and Target both saw store traffic dip. Target, whose fiscal fourth quarter runs through late January, reported last week that traffic was up 3% in the November-December period, a figure that combined both store and digital visits.

Placer.ai noted that calendar shifts significantly influenced weekly year-over-year foot traffic patterns during the quarter in three ways:

  • Black Friday fell during the week of Nov. 25, which is being compared with the quieter, post-Black Friday week of Nov. 27, 2023.
  • The week of Dec. 16, 2024, included Super Saturday. In comparison, the week of Dec. 18, 2023, included both Super Saturday and the day before Christmas Eve, which fell on the same day.
  • The week of Dec. 23, 2024, is being compared with the post-holiday week of Dec. 25, 2023.

In 2025, Thanksgiving will once again take place later than usual, falling on Nov. 27.

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