Target and J.C. Penney had the biggest jumps in value perception by US consumers aged 18 plus in the most recent weekly period, which includes the Black Friday weekend.
They had plenty of company however, as 16 of the top 21 major holiday retailers registered value perception improvements. Rounding off the list of the top 10 gainers in value perception from before and after the Black Friday weekend are, in order: Target. J.C. Penney, Macy’s, Kohl’s, J. Crew, Wal-Mart, Gap, Bloomingdale’s, Banana Republic, and Marshall’s.
Amazon.com, which stood atop the list of major retailers in value perception in the week leading up to Black Friday weekend, has fallen nearly 13 points since. While it does not appear within the Top Movers list, the brand still maintains the 3rd highest Value score among the major retailers we track.
Major retail chains were measured with YouGov BrandIndex’s Value score. The Value score is determined from asking respondents: "Does it give good value for what you pay?"