Black Friday Weekend Sales Event - Home Furnishings - Competitors Trend Analysis
Kristin Hanish of Kiki's Ad Shop (KAS) created a relative trend ranking system (See Table 1 below) where the select stores are analyzed on how well they performed against their own weekend metrics with respect to their competitors trend. That is, this study only focused on who most benefited from current opportunities against the competition. Non-invasive methods were used to measure store traffic and traffic rate. This study discounts any other sale event, actual sales, or other metric, which is a function of many variables.
Table 1. Below is the relative ranking system.
A - It is highly likely that the store both had an increase in traffic and took advantage of the competition.
B - It is highly likely that the store either had an increase in traffic or took advantage of the competition.
C - It is highly likely that the store performed similar to the previous week and is neutral against the competition.
D - It is highly likely that the store either had a decrease in traffic or lost against the competition.
E - It is highly likely that the store both had a decrease in traffic and lost against the competition.
The city of Scottsdale, Arizona, was selected to compare the trend of store traffic for 16 home furnishings stores for the Black Friday weekend sales event.
Scottsdale has a population of over 231,127 people, 51.8% of which is female, 69.6% of which is a homeowner. The median household income is about $57,484.
The 16 stores selected were: Ashley, IKEA, Pier 1, La-Z-Boy, Thomasville, Comfort Seating By Flexsteel, Ethan Allen, Ladlows, MOR, Roche Bobois, Crate and Barrel, Drexel Heritage, Macy's Home, Copenhagen, Rooms Store, Robb & Stucky.
Please find results below (See Table 2). For further and detailed results, please contact us.
Table Trend Analysis Grades With Respect To (w.r.t.) Competitors
| Company |
Relative Trend Grade |
| Ashley |
A |
| IKEA |
A |
| Pier 1 |
A |
| La-Z-Boy |
B |
| Thomasville |
B |
| Comfort Seating By Flexsteel |
C |
| Ethan Allen |
C |
| Ladlows |
C |
| MOR |
C |
| Roche Bobois |
C |
| Crate and Barrel |
D |
| Drexel Heritage |
D |
| Macy's Home |
D |
| Copenhagen |
E |
| Rooms Store |
E |
| Robb & Stucky |
E |
About Kiki's Ad Shop (KAS): Kristin Hanish is the President of Kiki’s Ad Shop, Inc. Kiki's Ad Shop KAS is a full-service agency that is specifically sales-oriented, geared towards increasing sales such as 'call to action', direct response, numerical analysis of competitors and current trends across multiple industries. The industries we focus on our retail home-goods, sports-goods, food/beverage, automotive, hospitality, and healthcare.
For more information visit www.kikisadshop.com, or Email: info@kikisadshop.com