Consumers are Still Holding On to the Excitement of In-Person Black Friday Shopping

Despite years of predictions that e-commerce would make Black Friday mall trips obsolete, in-person shopping proved it still has real pull this holiday season. The day after Thanksgiving continued to draw large crowds, with some malls reporting their strongest Black Friday traffic in years. Nationally, 129.5 million people shopped in stores between Thanksgiving and Cyber Monday, a 3% increase from 2024, even as online shopping also grew. Data shows that while overall weekly mall traffic softened, Black Friday itself remained a meaningful moment when shoppers were more willing to spend in person.

Foot traffic trends revealed a nuanced picture. Indoor malls saw a 3.1% increase in Black Friday visits, while open-air and outlet centers experienced smaller gains. However, the broader week told a different story, with traffic dipping slightly, suggesting consumers are spreading purchases earlier in November rather than abandoning physical retail altogether. In-store analytics showed year-over-year declines overall, but malls still outperformed the national average for brick-and-mortar shopping on Black Friday itself, reinforcing the idea that the day retains cultural and experiential value.

Mall of America stood out as a prime example of how experience-driven retail can still win. More than 14,000 shoppers entered within the first hour of opening, and total Black Friday traffic reached an estimated 230,000 visitors—the highest since tracking began in 2011. Traffic was up 8.5% compared to 2024, and nearly a third of surveyed tenants reported their best sales across all locations. Aggressive promotions of 30–60% off, combined with giveaways, live entertainment, and nearly 25 new tenant openings, helped create a sense of urgency and excitement that online shopping can’t easily replicate.

For the professional beauty industry, these results underscore the continued power of physical retail and experiential moments. Salons, professional beauty retailers, and brand partners benefit when in-store shopping is treated as an event—combining strong promotions with education, discovery, and entertainment. Black Friday’s resilience suggests that beauty consumers still value touch, trial, and immediate gratification, especially when deals feel exclusive. For professional brands, investing in in-person activations, limited-time offers, and elevated experiences can help drive traffic and reinforce loyalty in an increasingly hybrid retail landscape.

"E-commerce hasn’t killed the Black Friday mall experience quite yet" on Modern Retail

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