What are you expecting sales to look like this coming Black Friday weekend? Our 2023/24 year-over-year data reveals a pattern that separates top performers from everyone else:
When traffic goes up, conversion rates go down.
Is your busiest day your best day? If you’re like most high-ticket retailers, it’s probably your worst.
So this Black Friday, keep your eye on the prize. And when I say prize, I mean: Total foot traffic + sales = Conversion.
And it wouldn’t hurt to pay attention to average ticket size and customer-to-salesperson ratio performance too.
What? You don’t track these stats?
If you’re like me, not knowing can make you feel dumb.
The good news: Black Friday is nine days away. That’s enough time to talk to a TrakWell Performance Tech and make sure you’re ready to maximize every sales opportunity on one of your busiest days of the year.
And if you don’t have TrakWell, it’s enough time to install it—if you act fast.
In the meantime, here are some 2024 over 2023 stats:
Furniture Industry:
- Foot traffic declined across all 3 days in 2024 compared to 2023 (Black Friday -6.4%, Saturday -13.3%, Sunday -10.2%)
- Average ticket value was mixed: down 6.2% on Black Friday but up 0.7% on Saturday, then down 8.8% on Sunday
- Total weekend revenue was down 8.2% in 2024 vs 2023
- Conversion rates improved significantly each day in 2024—up 4.63 percentage points on Black Friday, 6.14 points on Saturday, and 2.39 points on Sunday
Mattress Industry:
- Foot traffic increased all 3 days (Black Friday +2.5%, Saturday +24.1%, Sunday +25.9%)
- Average tickets declined sharply on Black Friday (-21.9%) and Saturday (-24%) but rebounded on Sunday (+12.8%)
- Total weekend revenue grew 6.2% in 2024 over 2023, driven by strong Saturday (+5.9%) and Sunday (+49%) despite the Black Friday decline (-9.4%)
- Conversion rates improved across the board—up 0.82 points on Black Friday, 6.60 points Saturday, and 4.54 points Sunday
- Mattress sector successfully shifted more sales to the weekend days, especially Sunday
One of my sons was mad at his mom for getting him a bad haircut and said she was “dumber than a baby.”
The thing is, babies aren’t dumb. They’re learning machines. They absorb information faster than we ever will again. They master language, movement, and complex social cues in months—things that would take adults years to learn from scratch.
So just because you’re not tracking these essential performance metrics doesn’t mean you’re dumb. It probably means you didn’t know how easy TrakWell makes it to accurately see every opportunity and make more sales.
Keep your eye out for our 2025 Black Friday Performance Report when it releases the week after Thanksgiving—including conversion-by-traffic-level analysis and the systems top performers use to maintain conversion when volume spikes.
