--- title: Your Holiday Shopper Didn’t Convert Online. They may be heading to the store. description: Black Friday is still a major in-store moment. See why store visits should be part of holiday campaign measurement. image: https://blog.cybba.com/hubfs/DES-878_BlogPost_HolidayShopperDTS_CJ3.jpg --- [Contact Us](https://cybba.com/contact/)   |   [Login ▸](https://cybba.biz/) [![cybbalogo\_digitalservices](https://blog.cybba.com/hubfs/cybbalogo_digitalservices.png) ![cybbalogo\_digitalservices](https://blog.cybba.com/hubfs/cybbalogo_digitalservices.png)](https://cybba.com/) - Digital Advertising - [Display Retargeting](https://cybba.com/display-retargeting/) - [Display Prospecting](https://cybba.com/digital-marketing-services/display-prospecting/) - [Audio](https://cybba.com/digital-marketing-services/audio-advertising/) - [Video (OTT/CTV)](https://cybba.com/ott-advertising) - [DOOH Advertising](https://cybba.com/dooh-advertising) - [Social Media](https://cybba.com/digital-marketing-services/social-media-advertising/) - [Search Engine Marketing](https://cybba.com/digital-marketing-services/sem/) - Conversion Tools - [Onsite Engagement](https://cybba.com/onsite-engagement/) - [Email Remarketing](https://cybba.com/email-remarketing/) - [Lynk](https://cybba.com/lynk) - [Data & Analytics](https://cybba.com/insight) - [Audiences](https://cybba.com/audiences) - [LET'S CHAT](https://cybba.com/contact) - Digital Advertising - [Display Retargeting](https://cybba.com/display-retargeting/) - [Display Prospecting](https://cybba.com/digital-marketing-services/display-prospecting/) - [Audio](https://cybba.com/digital-marketing-services/audio-advertising/) - [Video (OTT/CTV)](https://cybba.com/ott-advertising) - [DOOH Advertising](https://cybba.com/dooh-advertising) - [Social Media](https://cybba.com/digital-marketing-services/social-media-advertising/) - [Search Engine Marketing](https://cybba.com/digital-marketing-services/sem/) - Conversion Tools - [Onsite Engagement](https://cybba.com/onsite-engagement/) - [Email Remarketing](https://cybba.com/email-remarketing/) - [Lynk](https://cybba.com/lynk) - [Data & Analytics](https://cybba.com/insight) - [Audiences](https://cybba.com/audiences) - [LET'S CHAT](https://cybba.com/contact) [◀ View All Posts](https://blog.cybba.com/) ![](https://blog.cybba.com/hubfs/DES-878_BlogPost_HolidayShopperDTS_CJ3.jpg) 12 Oct # Your Holiday Shopper Didn’t Convert Online. They may be heading to the store. by [Cybba](https://blog.cybba.com/author/cybba) in [In-Store Attribution](https://blog.cybba.com/tag/in-store-attribution) , [Customer Journey](https://blog.cybba.com/tag/customer-journey) [Comments](https://blog.cybba.com/holiday-shopper-drive-to-store#comments-listing) Black Friday brings millions of shoppers into physical stores, but not every journey begins there. Many consumers research products, compare prices and engage with digital advertising before deciding where to buy. For retailers, that creates an important measurement question: How much of your holiday campaign's impact happens beyond the online conversion? # Black Friday Is Still an In-Store Moment Black Friday remains a major day for physical retail. In 2026, it is expected to be the [**busiest in-store shopping day**](https://www.sensormatic.com/resources/pr/2026/2026-global-top-busiest-days)[of the holiday season in the U.S.](https://www.sensormatic.com/resources/pr/2026/2026-global-top-busiest-days) Let’s look at last year: During Thanksgiving through Cyber Monday in 2025, [**129.5 million consumers shopped in stores**, including **80.3 million on Black Friday** alone.](https://nrf.com/media-center/press-releases/thanksgiving-holiday-weekend-draws-a-record-203-million-shoppers) The momentum continued throughout the weekend, with the Sunday after Thanksgiving drawing a record [**32.6 million in-store shoppers**,](https://nrf.com/media-center/press-releases/thanksgiving-holiday-weekend-draws-a-record-203-million-shoppers) up [**27% year over year**](https://nrf.com/media-center/press-releases/thanksgiving-holiday-weekend-draws-a-record-203-million-shoppers). These are not small pockets of retail activity. They represent some of the largest concentrations of store traffic retailers will see all year. For marketers running holiday campaigns, that matters because campaign performance may be showing up somewhere that standard digital reporting does not fully capture: inside the store. ## The Trip to the Store Often Starts Earlier By the time someone enters a store on Black Friday, they may have already spent days researching what to buy. They might have seen a display ad, returned to a product page, compared prices, checked whether an item was available nearby or looked up store hours before leaving home. That preparation can make the store visit feel like the final step in a much longer decision process rather than a separate shopping experience. Holiday behavior later in the season shows a similar pattern. Ahead of Super Saturday in 2025, the last Saturday before Christmas, [45% of shoppers planned to shop both online and in stores, while another 29% planned to shop exclusively in stores](https://nrf.com/media-center/press-releases/a-record-159-million-consumers-expected-to-shop-on-super-saturday) for last-minute gifts. The important distinction for marketers is that online activity and store traffic do not need to be treated as competing outcomes. Both can be part of the same shopping journey. A Lost Conversion May Not Be a Lost Shopper This is where Black Friday can expose a blind spot in campaign reporting. Imagine someone sees an ad for a holiday product, visits the retailer’s website and checks availability at a nearby location. They leave the site without purchasing. From an ecommerce perspective, that session ended without a conversion. But if that person visits the store later that day, the marketing journey did not actually stop. The outcome simply happened somewhere else. **See an ad → Explore the product → Check availability → Visit the store** For retailers expecting heavy foot traffic during Black Friday and other peak shopping days, measuring store visits is essential to understanding the full impact of their marketing campaigns. **Measure the Impact of Holiday Campaigns Beyond the Click** When store visitation is part of the goal, marketers need a way to see whether advertising is contributing to it. Cybba’s [**Drive-to-Store**](https://cybba.com/drive-to-store/) solution connects digital media exposure with physical store visitation, helping marketers understand which audiences, campaigns and creative are associated with visits to retail locations. That gives holiday reporting another performance signal beyond clicks and online purchases, particularly during periods when large numbers of consumers are actively heading into stores. For Black Friday, that distinction matters. A campaign can influence a valuable customer action without generating an ecommerce transaction. This Black Friday, a shopper who doesn't convert online may not be a lost opportunity. By measuring store visitation alongside digital performance, retailers can gain a more complete picture of their holiday campaigns. **Want to see how your digital campaigns are contributing to store traffic?** [![Let's Chat! ➡️\\](https://no-cache.hubspot.com/cta/default/3432114/interactive-220011322126.png)](https://blog.cybba.com/hs/cta/wi/redirect?encryptedPayload=AVxigLJt1JH8Qv9dlsdP1vw84J4Ss9EIsW0fpHawzEZ0m8ncHmLrqKQbV6DOpCEuH1rqQ3ughAfbox%2Bod7hQoSq%2FONpURqXlMUVYJfAS0xB3Fc70oJoiZ2fH9VlD1TaQOkTPJm8jT35tnyGQrCgUzxgl0fE42mcAmiog0Ki6cGYkKd3Z36l5%2FYVD7ARGy0sAp8RV&webInteractiveContentId=220011322126&portalId=3432114) ### Sign up for our Newsletter! ### Topics - [All Posts](https://blog.cybba.com) - [Paid Media](https://blog.cybba.com/tag/paid-media) - [Attribution](https://blog.cybba.com/tag/attribution) - [Audiences](https://blog.cybba.com/tag/audiences) - [Location Analytics](https://blog.cybba.com/tag/location-analytics) Share this Post: - - - - ![logo](https://blog.cybba.com/hs-fs/hubfs/cybbalogo_digitalservices_white.png?width=120&name=cybbalogo_digitalservices_white.png)   374 Congress St, Boston MA 02210 [marketing@cybba.com](mailto:marketing@cybba.com)               - Digital Advertising - [Display Retargeting](https://cybba.com/display-retargeting/) - [Display Prospecting](https://cybba.com/digital-marketing-services/display-prospecting/) - [Audio](https://cybba.com/digital-marketing-services/audio-advertising/) - [Video (OTT/CTV)](https://cybba.com/ott-advertising/) - [DOOH Advertising](https://cybba.com/dooh-advertising/) - [Social Media](https://cybba.com/digital-marketing-services/social-media-advertising/) - [Search Engine Marketing](https://cybba.com/digital-marketing-services/sem/) - Conversion Tools - [Onsite Engagement](https://cybba.com/onsite-engagement/) - [Email Remarketing](https://cybba.com/digital-marketing-services/email-remarketing/) - [Cybba Lynk](https://cybba.com/lynk/) - [Data & Analytics](https://cybba.com/insight) - [Audiences](https://cybba.com/audiences/) - [Case Studies](https://cybba.com/customers) - Thinking - [Blog](https://blog.cybba.com/) - [Podcast](https://cybba.com/cybba-on-display) - [Webinars](https://cybba.com/webinars) - [Guides](https://cybba.com/guides/) - [Why Cybba](https://cybba.com/why-cybba/) - [Contact](https://cybba.com/contact/) - [Careers](https://cybba.com/careers/) - [Terms and Conditions](https://cybba.com/terms-and-conditions/) - [Privacy Policy](https://cybba.com/privacy-policy/) - [Data Processing Agreement](https://cybba.com/data-processing-agreement/) - [Do not sell my personal data](https://cybba-requests.my.onetrust.com/webform/a4a1351e-d293-4305-bde4-b9cf8f5c0989/f89c576a-b5c6-498e-bad5-698f084ffd30)