Walmart Leads the Competition in Key Cost Per Visitor Share Metric On Black Friday

Advertising is a critical component of retailers’ strategies for drawing customers into stores during the competitive holiday shopping season.

Placed and Kantar Media Ad Intelligence teamed up to evaluate which retailers saw the greatest in-store traffic return on their offline advertising investment during Black Friday weekend.

Among the Study’s Key Findings

  • Walmart invested more than twice as much in TV advertising as any of its rivals - but earned an enormous share of retail visitor traffic in return.
  • Target had the second best ratio of the retailers analyzed at $2.4 million per share point.
  • Sears spent $13.7 million per visitor share point, more than 8X the rate that Walmart achieved.