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  4. We visited Walmart and Target to compare Black Friday turnout, and Target was the winner of the day

We visited Walmart and Target to compare Black Friday turnout, and Target was the winner of the day

Mary Meisenzahl   

We visited Walmart and Target to compare Black Friday turnout, and Target was the winner of the day
Empty shelves at Target on Black Friday 2022.Mary Meisenzahl/Insider
  • We compared holiday shopping turnout at Walmart and Target on Black Friday.
  • Toys were major draws at both stores.

I went to Walmart and Target locations in Rochester, New York to compare how the two major chains are handling Black Friday this year.

I went to Walmart and Target locations in Rochester, New York to compare how the two major chains are handling Black Friday this year.
Mary Meisenzahl/Insider

Walmart saw supply chain improvements this year after low inventory over the holidays in 2021, Walmart US CEO John Furner said in November earnings.

Walmart saw supply chain improvements this year after low inventory over the holidays in 2021, Walmart US CEO John Furner said in November earnings.
FILE PHOTO: Walmart signs are displayed inside a Walmart store in Mexico City      Reuters

When I arrived just after 9 a.m. on Black Friday, the Walmart parking lot looked quite bare.

When I arrived just after 9 a.m. on Black Friday, the Walmart parking lot looked quite bare.
Mary Meisenzahl/Insider

Walking inside, I didn't see very many shoppers, but there was security near the door.

Walking inside, I didn
Mary Meisenzahl/Insider

I skipped past the main grocery area, which was empty and didn't seem to have any special holiday deals.

I skipped past the main grocery area, which was empty and didn
Mary Meisenzahl/Insider

At first glance the clothing sections also seemed pretty empty of customers.

At first glance the clothing sections also seemed pretty empty of customers.
Mary Meisenzahl/Insider

I finally started seeing other shoppers around the children's clothing section.

I finally started seeing other shoppers around the children
Mary Meisenzahl/Insider

Bins in the centers of aisles seemed to have some of the most popular deals, advertising "while supplies last."

Bins in the centers of aisles seemed to have some of the most popular deals, advertising "while supplies last."
Mary Meisenzahl/Insider

These were mainly less expensive items than the typical Black Friday electronics deals.

These were mainly less expensive items than the typical Black Friday electronics deals.
Mary Meisenzahl/Insider

Many of the deals were on bedding, pillows, and other home decor items.

Many of the deals were on bedding, pillows, and other home decor items.
Mary Meisenzahl/Insider

While home goods sales didn't seem to have many takers, the toys section was much busier.

While home goods sales didn
Mary Meisenzahl/Insider

The toy shelves were well-stocked.

The toy shelves were well-stocked.
Mary Meisenzahl/Insider

The aisles of dolls and stuffed animals weren't especially busy, but they were definitely one of the most trafficked areas of the store.

The aisles of dolls and stuffed animals weren
Mary Meisenzahl/Insider

The busiest area by far was the electronics section.

The busiest area by far was the electronics section.
Mary Meisenzahl/Insider

There were some deals on TVs and video games.

There were some deals on TVs and video games.
Mary Meisenzahl/Insider

Customers searched through piles of discounted games and DVDs while workers restocked.

Customers searched through piles of discounted games and DVDs while workers restocked.
Mary Meisenzahl/Insider

Headphones and phone accessories also seemed popular based on the messy displays.

Headphones and phone accessories also seemed popular based on the messy displays.
Mary Meisenzahl/Insider

Aside from toys and electronics, I wouldn't have known there was any kind of holiday or promotion going on.

Aside from toys and electronics, I wouldn
Mary Meisenzahl/Insider

When I walked into Target, it was noticeably busier and there were only a few carts available.

When I walked into Target, it was noticeably busier and there were only a few carts available.
Mary Meisenzahl/Insider

Some shelves near the entrance that usually hold small knickknacks and holiday decor were nearly completely empty when I visited around 10 am.

Some shelves near the entrance that usually hold small knickknacks and holiday decor were nearly completely empty when I visited around 10 am.
Mary Meisenzahl/Insider

The women's clothing section was fairly busy, and had partially been turned into a stocking area for workers to unload merchandise.

The women
Mary Meisenzahl/Insider

Everywhere I turned in the clothing sections of the store I felt like I was in someone's way, because it was quite crowded.

Everywhere I turned in the clothing sections of the store I felt like I was in someone
Mary Meisenzahl/Insider

Between customers with large shopping carts and employees constantly restocking shelves from carts, it was difficult to navigate.

Between customers with large shopping carts and employees constantly restocking shelves from carts, it was difficult to navigate.
Mary Meisenzahl/Insider

The home goods and decor sections seemed quite picked over, with many empty shelves.

The home goods and decor sections seemed quite picked over, with many empty shelves.
Mary Meisenzahl/Insider

Beauty and household essentials are two big areas of growth for Target, CEO Brian Cornell told investors on the companies third quarter earnings call.

Beauty and household essentials are two big areas of growth for Target, CEO Brian Cornell told investors on the companies third quarter earnings call.
Mary Meisenzahl/Insider

This definitely played out in my visit, as these were both busy areas of the store.

This definitely played out in my visit, as these were both busy areas of the store.
Mary Meisenzahl/Insider

Pillows, blankets, sheets, and similar items were picked over and in some cases completely gone.

Pillows, blankets, sheets, and similar items were picked over and in some cases completely gone.
Empty shelves at Target on Black Friday 2022.      Mary Meisenzahl/Insider

Beauty and personal care were also well-trafficked, with customers seeming to go for gift kits and miniature versions of items.

Beauty and personal care were also well-trafficked, with customers seeming to go for gift kits and miniature versions of items.
Mary Meisenzahl/Insider

Toys were the other busiest area I saw during my visit.

Toys were the other busiest area I saw during my visit.
Mary Meisenzahl/Insider

Toy sales were down last quarter, Target's Chief Merchandising Officer Christina Hennington said during the same earnings call.

Toy sales were down last quarter, Target
Mary Meisenzahl/Insider

Despite the downward trend, toys will play a "critical role" for Target's holiday season, Hennington said.

Despite the downward trend, toys will play a "critical role" for Target
Mary Meisenzahl/Insider

After visiting both stores in the same area, it was clear that Target was far busier thank Walmart.

After visiting both stores in the same area, it was clear that Target was far busier thank Walmart.
Mary Meisenzahl/Insider

Analysts predicted slow holiday sales growth this year, and neither store was packed.

Analysts predicted slow holiday sales growth this year, and neither store was packed.
Mary Meisenzahl/Insider

Source: Reuters

Toys seemed to be major strengths for both stores, but based on crowds Target was having a better holiday.

Toys seemed to be major strengths for both stores, but based on crowds Target was having a better holiday.
Mary Meisenzahl/Insider

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

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