Field Agent: Walmart Wins Black Friday

Fayetteville-based technology company Field Agent used a new research project to determine where America went shopping first during the day known as Black Friday.

Using its location-specific crowdsourcing app, the mobile research company developed a real-time scoreboard to come up with a top 10 list of which stores were getting the first dollar from consumers.

The results came from more than 400 in-store shoppers on Thanksgiving Day and Black Friday and were displayed at BlackFridayScoreboard.com as a live photo feed and scoreboard with the top 10 retailers.

“Black Friday is like the Super Bowl of retail,” said Field Agent CEO and co-founder Rick West. “Our Black Friday Scoreboard has been a great tool for retailers to measure their advertising efforts and popularity with customers. We could see the excitement from shoppers from our live photo feed, and that’s priceless.” 

According to the final report, 33 percent of shoppers surveyed said they went to Wal-Mart Stores Inc. first for Black Friday deals. Eighteen percent went to Target first followed by Kohl’s (6 percent), Best Buy (6 percent) and J.C. Penney Co. (4 percent).
The report also revealed 49 percent of shoppers shopped online prior to visiting a store on Black Friday, and 41 percent of shoppers who planned to shop on Cyber Monday said they would visit Amazon first, followed by Walmart (11 percent), Best Buy (10 percent) and Target (5 percent).