In 2024, we once again observed an increase in in-store shopping during the week of Black Friday. Our hundreds of sensors, spread across more than 80 cities, revealed that shopping streets were 6.5% busier on Black Friday itself compared to 2023. Black Week saw a 6.8% increase in foot traffic, even accounting for the storm on Wednesday that caused shopping streets to be 12.9% quieter.

This year, Black Friday fell in week 48, whereas last year it was in week 47, meaning comparisons related to Sinterklaas may need to be considered. However, a broader comparison shows that November as a whole was 5.66% busier than in 2023, indicating a successful Black Friday month.

Notably, the period around the Black Friday weekend was busier compared to last year. Additionally, both Cyber Monday and the following Tuesday showed significant increases compared to 2023, although these figures fall into December.

In short, this originally American holiday once again provided a strong boost to Dutch shopping streets. Despite the growing counter-movement of Green Friday, consumers continue to head out for discounts. It is mainly large cities, with their extensive range of stores, that benefit most from this event.