A quick side-by-side video MacWeekend.com shot early morning on Black Friday at Lone Tree’s Park Meadow Mall where both Apple and Microsoft have their respective retail stores shows one is packed and the other is not. Apple’s place is much smaller versus Microsoft’s so it feels busier, of course. And over at the Apple Store in the Mall of America in Minneapolis, Piper Jaffray analyst Gene Munster and his crew counted heads at both Apple’s store and the Microsoft Store directly across the hall.

Although non-scientific, their comparison survey tells us that shoppers picked up nearly five times as many items per hour at the Apple store. We already knew the iPad dominated mobile shopping on Black Friday. And if you ask kids, Apple’s tablet is the #1 item on their holiday wish list. Looks like Apple’s gonna own Christmas this year…

Philip Elmer-DeWitt of Fortune points us to three key findings of Munster’s team:

• there was 47% less foot traffic at the Microsoft (MSFT) outlet than the Apple (AAPL) store
• shoppers bought 17.2 items per hour at the Apple Store and only 3.5 items per hour at the Microsoft Store (all but two of the Microsoft purchases were X-Box games)
• shoppers at the Apple Store bought an average of 11 iPads per hour

Unfortunately, Munster and his team during the two-hour window they spent monitoring the Microsoft store were unable to spot a single customer walking out with a Surface tablet.

Here are the numbers.

His chart above doesn’t include iPhone sales and Piper Jaffray notes sales of Macs and iPads were down from 2012 due to supply issues:

The positive take away was store traffic was up 31% y/y, likely driven by shoppers wanting to see the new iPad Mini. The negatives were that the most popular iPad Mini (16G) is in limited supply and Mac sales (~12% of revenue) continue to appear to be impacted by the iPad and a slowdown ahead of the new iMac.

That 17.2 items per hour at the Apple Store versus just 3.5 products per hour at the Microsoft Store certainly doesn’t bode well for the Windows maker’s attempts to position its Surface tablet, Windows Phone and Windows 8-driven products during the all-important holiday shopping frenzy.

  • In apple store there are many Window Shoppers 😛

    • Lordthree

      Wtf is that even supposed to mean? Window shoppers? They look thru the window… See awesome products… And go buy?

      • “Window shopping” is browsing with no intent to purchase, either as a recreational activity or to plan a later purchase.

        meh i wish you took some time to google that

      • 1337lolzorz

        You ever heard of a pun?

      • Hyr3m


        (Priyank, use this thing next time, it’s very satisfying ^^)

    • haha i was coming with the intent to post something similar. You hit the nail on the head + nice pun

  • shar

    interesting comments on the youtube video!

  • I had to read the article before I can say anything in response to this article.

    So there are a few factors that affect the amount of purchases.
    1) Apple offers way more products than Microsoft does. iPhones, iPods (Touch, Nano, Classic, Shuffle), iPads, Mac OSX, accessories (Mouse, Keyboard, earphones etc.), then a bit of variety of software. Microsoft offers a Surface, maybe some mice and keyboards as THEIR OWN products, then probably a few software from different vendors. Obviously Apple is gonna have more people there.
    2) Apple has gained a good ground with their mobile products when they first launched their iPhone and iPod Touch. As they progressed, they eventually started gaining ground on their desktop/laptop products(this is where Microsoft really had to stop sleeping around). Comparing this with point #1, MS releases their own new product, but it hasn’t been gaining much ground yet. The Windows phones are somewhat gaining it, but not as much. So that combined with #1 shows exactly why there were more people in Apple store than Microsoft store.
    3) Forgot it, but will edit the post and add it in when I remember it.

  • Hyr3m

    # of US crApple stores : 250
    # of US Micro$oft stores : 61