Black Friday may indeed be starting earlier each year as the line between holiday shopping and “just because” shopping blurs and consumers get a jump on end-of-year purchases earlier, but October visits weren’t high enough to limit performance for the shopping holiday the year, according to a Placer.ai analysis

But “inflation is already having a major effect on consumer behavior, and it is difficult to predict how the wider economic situation will impact Black Friday visits,” says Placer.ai’s Shira Petrack. “Foot traffic will likely get a lift from value-oriented consumers seeking out in-store Black Friday sales, but performance may be hampered by other consumers choosing to limit their shopping and preserve their budgets.”

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