Google’s data on when not to shop this Black Friday

“With this insight, that toy store might invest in search terms that drive both online and offline sales, and display those products at the front of their store”. Those have the highest foot traffic of the season on Black Friday.

But what’s most interesting about Google’s data is not so much the data itself but the capability that it reflects. So to avoid getting mobbed by crowds, avoid Thanksgiving evening between 6 and 7 p.m.

So, if you’re hoping to score in-store deals without dealing with total mayhem, head out either bright-n-early or right before stores close up shop for the day (or just take advantage of the numerous online deals from the comfort of your home). While many Americans think that it’s best to avoid Black Friday shopping in the morning (that’s probably thanks to all those media images you see of people lined up to burst into the stores), the Google analysis found that store traffic peaks on Black Friday between 2 p.m. and 4 p.m.

In the form of a “store foot traffic index”, Google reveals that holiday shopping traffic patterns are different for different categories of stores. In addition to surfacing information about holiday shopping habits, Google also announced today that it will be offering advertisers more granular “store visits” data, allowing them “to view visits by day, week, or month”, among other things.

But Black Friday is actually second busiest compared to Super Saturday – the weekend before Christmas.

Avoid electronics and cellphone stores. In fact, there’s quite a rush to discount stores and dollar stores for those desperation gifts on Christmas Eve. Most locations will post their inventory on their websites so that you know exactly what you’re getting yourself into.