Game, BHS and Topshop enjoy biggest footfall increases on Black Friday, Wi-Fi provider Devicescape reports


Electronics retailer Game, department store BHS and fashion retailer Topshop enjoyed some of the biggest increases in footfall on Black Friday, according to smartphone connection data analysed by Wi-Fi platform provider Devicescape.

Asda, which decided not to participate in Black Friday this year, saw reduced activity over the weekend.

By comparing the number of unique devices that connected to the free Wi-Fi at leading UK high street locations on Black Friday 2015 with the same data from the previous Friday, Devicescape was able to deduce which brands enjoyed the largest footfall improvement.

Connections at Game were up 71% week on week, with BHS seeing a 59% improvement and Topshop 56%.

Large supermarkets fared less well, with Tesco seeing a 10.5% improvement and Sainsbury’s a 4.8% improvement. Asda saw a 2.5% drop in connections on Black Friday compared to the previous week.

“Black Friday is relatively new in the UK retail but big promotions from a number of brands have translated into substantial footfall increases,” said Mike Hibberd, director of marketing at Devicescape. “Asda’s decision to opt out this year has led to a slight drop in footfall, but it might be interested to see that improvements at its competitors were towards the lower end of the results we tracked.”

In the US, where Black Friday is far more established and a public holiday, increases were more dramatic, with 20 brands seeing more than 100% increases week on week.

Top 10 UK brands for Wi-Fi connection increases Black Friday, 2015

Retailer Increase in Connections (week on week)
Game 71.2%
BHS 58.9%
Topshop 56.1%
JD Sports 30.3%
John Lewis 23.7%
Apple Store 21.5%
Boots 14.1%
Tesco 10.5%
Marks & Spencer 5.0%
Sainsbury’s 4.8%