However, for the second year in a row, Black Friday brick-and-mortar retail traffic held steady year-on-year, as ShopperTrak data shows a less than 1% decrease in shopper traffic numbers. Customer preferences for making purchases through a variety of different channels was reflected in the results of the Holiday Shopping Intentions Survey conducted by the International Council of Shopping Centers prior to the start of the holiday shopping season. This relevance of the physical storefront was confirmed with the in-store traffic data supplied by ShopperTrak, as mentioned earlier. Two consecutive years of minimal declines indicate stabilizing holiday shopping trends. It has been estimated that digital interactions influence 56 cents of every dollar spent in retail stores.

Source: Forbes December 05, 2017 20:37 UTC