Earnings for the fourth quarter of several major retailers are due out in just a few days:

  • Macy’s earnings = 2/21
  • Walmart earnings = 2/21
  • Target earnings = 2/22
  • JCPenney earnings = 2/24

Typically the fourth quarter will be a retailer’s most lucrative period due to the holidays backed by discounts and marketing galore. We took a look at the their fourth quarter mobile app performance last year alongside that of this year. As you can see below, all retailers displayed growth for both downloads and average monthly active users YOY.

Each retailer’s app had its peak usage in November of this past quarter, highly likely due to Black Friday and Cyber Monday. Walmart specifically offered mobile-only Black Friday deals which boosted its download numbers enough to overtake Amazon in both stores’ rank for several days, even reaching #2 overall on November 10th in Apple’s App Store.  Not included in our charts is Amazon who was the unquestioned mobile app winner of this past holiday season (Q4) with 12.43M downloads and 6.09M average monthly active users in the US.



AuthorAdam Blacker

VP, Insights