Black Friday may indeed be starting earlier each year as the line between holiday shopping and "just because" shopping blurs and consumers get a jump on end-of-year purchases earlier, but October visits weren't high enough to limit performance for the shopping holiday the year, according to a Placer.ai analysis

But "inflation is already having a major effect on consumer behavior, and it is difficult to predict how the wider economic situation will impact Black Friday visits," says Placer.ai's Shira Petrack. "Foot traffic will likely get a lift from value-oriented consumers seeking out in-store Black Friday sales, but performance may be hampered by other consumers choosing to limit their shopping and preserve their budgets."

But while last year's shopping season was cut short by the Omicron variant of COVID-19, Petrack says this year's season is likely to continue through the end of the year.