Media Alert: Devicescape Reveals U.S. 'Black Wi-Friday' Winners for 2015

San Bruno, CA, November 30th, 2015 — Department stores Macy’s and Kohl’s, and sports retailer DICK’s Sporting Goods enjoyed some of the largest increases in footfall during Black Friday, according to smartphone connection data analyzed by Devicescape.

By comparing the number of unique devices that connected to the free Wi-Fi at leading U.S. retail locations on Black Friday 2015 with the same data from Friday the previous week, Devicescape was able to deduce which brands enjoyed the largest footfall improvements.

Connections at Macy’s were up 372.8% week on week, with Kohl’s seeing a 332.3% improvement and DICK’s Sporting Goods 296.3%.

But Walmart, a retailer recognized as a driving force behind Black Friday sales, saw a comparatively modest increase of just 25.2%.

“Once again U.S. shoppers look to have turned out in great numbers on Black Friday” said Mike Hibberd, Director of Marketing at Devicescape. “Of the many retailers where we measured connections, seven saw increases of more than 200% over the previous Friday.”

Top U.S. brands for Wi-Fi connection increase on Black Friday, 2015

Retailer Increase in Connections (week on week)
Macy’s 372.8%
Kohl’s 332.3%
DICK’s Sporting Goods 296.3%
Sephora 294.3%
Dillard’s 284.2%
Apple 246.7%
Famous Footwear 204.7%
Barnes & Noble 173.3%
The North Face 168.4%
Target 164.6%
T-Mobile 157.1%
Michaels 155.4%
Best Buy 150.5%
Nordstrom 97.3%
Office Depot 75.5%
Staples 68.9%
Home Depot 59.0%
Lowe’s 31.1%
Walmart 25.2%




  • The data gathered for this exercise was fully anonymised. Devicescape did not capture or store any personal identity information.


About Devicescape

Devicescape operates the world’s largest multi-service Wi-Fi platform, delivering Access, Insight, and Engagement Services for operators, mobile application providers, device manufacturers, and retailers. Powered by a global Curated Virtual Network of tens of millions of amenity Wi-Fi access points, including those provided by some of the world’s most popular service and retail brands, Devicescape enables a Connectivity First customer experience at an unmatched operating cost.

For more information on Devicescape visit  or follow us on Twitter @Devicescape

Devicescape Media Contact


Henry Burrell

Babel PR

+44 (0)20 7199 3975