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  4. I visited Walmart, Ulta, Lululemon, and Bath & Body Works on Black Friday and found the specialty retailers more crowded than the big box giant

I visited Walmart, Ulta, Lululemon, and Bath & Body Works on Black Friday and found the specialty retailers more crowded than the big box giant

Mary Meisenzahl   

I visited Walmart, Ulta, Lululemon, and Bath & Body Works on Black Friday and found the specialty retailers more crowded than the big box giant
Mary Meisenzahl/Insider
  • I visited four stores with Black Friday sales around Rochester, New York.
  • Walmart was surprisingly empty, except for some customers shopping electronics.

I visited a Walmart in Rochester, New York at about 9:30 a.m. Friday morning to see if shoppers turned out for Black Friday sales.

I visited a Walmart in Rochester, New York at about 9:30 a.m. Friday morning to see if shoppers turned out for Black Friday sales.
Mary Meisenzahl/Insider

I found a surprisingly empty store.

I found a surprisingly empty store.
Mary Meisenzahl/Insider

There were plenty of workers and security officers, and they almost seemed to outnumber the shoppers.

There were plenty of workers and security officers, and they almost seemed to outnumber the shoppers.
Mary Meisenzahl/Insider

A few sections of the store were a bit more crowded, although they didn't compare to Black Fridays of previous years.

A few sections of the store were a bit more crowded, although they didn
Mary Meisenzahl/Insider

Customers that did show up were mostly gathered around the electronics section of the big box store.

Customers that did show up were mostly gathered around the electronics section of the big box store.
Mary Meisenzahl/Insider

Displays of discounted Switch and Playstation games were almost empty.

Displays of discounted Switch and Playstation games were almost empty.
Mary Meisenzahl/Insider

For the most part, other sections of the store were fairly empty, even the toy section.

For the most part, other sections of the store were fairly empty, even the toy section.
Mary Meisenzahl/Insider

Walmart had dozens of air fryers on shelves, one of the most popular online purchases of Black Friday so far, per Adobe.

Walmart had dozens of air fryers on shelves, one of the most popular online purchases of Black Friday so far, per Adobe.
Mary Meisenzahl/Insider

The store was also stocked with mini waffle irons, Instant Pots, and other popular appliances.

The store was also stocked with mini waffle irons, Instant Pots, and other popular appliances.
Mary Meisenzahl/Insider

A few toys did seem to have sold out for the shopping holiday, although the store was fairly unorganized, so it's difficult to say if those were bought today or just hadn't been restocked.

A few toys did seem to have sold out for the shopping holiday, although the store was fairly unorganized, so it
Mary Meisenzahl/Insider

LEGOs seemed to be popular, judging by the empty shelves...

LEGOs seemed to be popular, judging by the empty shelves...
Mary Meisenzahl/Insider

...as did Matchbox cars and other car themed toys.

...as did Matchbox cars and other car themed toys.
Mary Meisenzahl/Insider

Even with only around half of registers open, there were no long lines for checkout.

Even with only around half of registers open, there were no long lines for checkout.
Mary Meisenzahl/Insider

I visited a few specialty stores also in the Rochester area to see how they compared to Walmart.

I visited a few specialty stores also in the Rochester area to see how they compared to Walmart.
Mary Meisenzahl/Insider

Bath and Body Works was having their annual buy three get three sale, which loyal fans plan for all year.

Bath and Body Works was having their annual buy three get three sale, which loyal fans plan for all year.
Mary Meisenzahl/Insider

The small store was completely packed in an otherwise almost empty mall.

The small store was completely packed in an otherwise almost empty mall.
Mary Meisenzahl/Insider

Every possible wall space and display was filled with body sprays, candles, hand sanitizers, and other classic Bath and Body Works items.

Every possible wall space and display was filled with body sprays, candles, hand sanitizers, and other classic Bath and Body Works items.
Mary Meisenzahl/Insider

Though I didn't see empty shelves, I heard multiple customers find out their favorite scents were already out of stock in the products they were looking for by 10:30 in the morning.

Though I didn
Mary Meisenzahl/Insider

Despite the crowded store, it seemed well-staffed and the line moved quickly and efficiently.

Despite the crowded store, it seemed well-staffed and the line moved quickly and efficiently.
Mary Meisenzahl/Insider

Next up was Ulta, which has a worker at the door keeping track of how many customers were inside so we didn't run over the 150 person limit.

Next up was Ulta, which has a worker at the door keeping track of how many customers were inside so we didn
Mary Meisenzahl/Insider

Ulta was several times the size of Bath and Body Works, but it felt just as crowded.

Ulta was several times the size of Bath and Body Works, but it felt just as crowded.
Mary Meisenzahl/Insider

Shoppers were mostly congregating around the front section of the store, where gift sets and other sale items were on display.

Shoppers were mostly congregating around the front section of the store, where gift sets and other sale items were on display.
Mary Meisenzahl/Insider

Even with several cashiers the line kept on growing.

Even with several cashiers the line kept on growing.
Mary Meisenzahl/Insider

My last stop was athleisure brand Lululemon.

My last stop was athleisure brand Lululemon.
Mary Meisenzahl/Insider

The small store was moderately busy, but everyone there seemed to buying multiple items.

The small store was moderately busy, but everyone there seemed to buying multiple items.
Mary Meisenzahl/Insider

From what I could tell, the customers who were there were dedicated fans, trying on many items of clothing and making big purchases.

From what I could tell, the customers who were there were dedicated fans, trying on many items of clothing and making big purchases.
Mary Meisenzahl/Insider

Based on my Black Friday experience, specialty retailers focused on a specific type of item were much busier than big box store like Walmart.

Based on my Black Friday experience, specialty retailers focused on a specific type of item were much busier than big box store like Walmart.
Mary Meisenzahl/Insider

Big box stores have shifted many of their sales online, so there isn't as much draw for customers to visit in person on Black Friday, retail analyst Neil Saunders of GlobalData Retail told Insider.

Big box stores have shifted many of their sales online, so there isn
Mary Meisenzahl/Insider

At stores like Lululemon or Ulta, "there seem to be some very good discounts around and they're limited time," lending an event-like atmosphere, versus big box stores which spread their deals out over November and December, Saunders said.

At stores like Lululemon or Ulta, "there seem to be some very good discounts around and they
Mary Meisenzahl/Insider

Similar scenes seemed to play out across the country.

 

Clothing stores like Aritzia appeared to have a very good day.

 

Reporters and analysts around the country pointed to crowds at Lululemon.

 

Customers packed inside the athleisure store in hopes of discounted leggings and sports bras.

 

Shoppers didn't seem to shy away from high-end brands, like Louis Vuitton.

 

Meanwhile, some Walmarts across the country seemed nearly empty in the early morning hours.

Do you have a story to share about a retail or restaurant chain? Email this reporter at mmeisenzahl@businessinsider.com.

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