Black Friday 2018 is upon us, and this can only mean that retailers have offered discounts and promotions both in their online and physical stores. We therefore expect a spike in customer traffic, both in and out of the store, and also a big jump in sales for that special shopping date alone. However, what else can we understand from this shopping phenomenon? To deeper understand the consequences of such an event, we will explore and compare the metrics of Inside traffic, Outside traffic, Shopfront Conversion, Dwell Time, Returning Visits, Sales, Total Sales and Average Transaction Value against all relevant historical data (24/09/2018 – 18/11/2018) and relate to how a store is performing on Black Friday 2018 and the week (19/11/2018 – 25/11/2018) itself.