Milford Post Mall Sees Black Friday Crowds, Signs of Comeback

This year’s Black Friday at the Connecticut Post Mall in Milford felt a lot like the “old days.” Packed parking lots, crowded walkways, and families lining up for Santa replaced the click-and-scroll routine of online deals.

Some shopping centers around Greater New Haven saw only modest traffic and fewer in-store promotions. But Connecticut’s largest mall focused on family experiences and limited-time bargains, turning this Black Friday into the busiest mid-day the mall’s had since before the pandemic.

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Black Friday Comeback at Connecticut Post Mall

After years of uneven holiday turnouts, the Black Friday rebound at Connecticut Post Mall showed that in-person shopping isn’t going away in Connecticut.

Shoppers from Milford, New Haven, West Haven, Stratford, and beyond filled the multi-level complex. Deals and a sense of tradition—something a lot of people felt had been missing since 2020—brought them in.

The energy was what retailers have been hoping for: full parking decks and crowded food courts.

Families made a full morning or afternoon of it instead of just running in and out.

Macy’s and Boscov’s Lead with Doorbusters and Family Fun

Anchor stores Macy’s and Boscov’s drew the biggest crowds. Both chains have deep roots in holiday shopping culture, and this year they stuck to what works—deep discounts tied to certain hours and a lively, family-friendly vibe.

Macy’s saw stronger than expected morning traffic. Aggressive doorbuster deals set to expire by early afternoon brought in bargain hunters from Hamden, Bridgeport, and Fairfield.

Time-limited sales pushed shoppers to act fast, especially on apparel, bedding, and small appliances.
Family activities like face painting and story time gave parents a reason to stick around and browse.
Santa visits made the mall feel like a classic holiday spot, turning routine shopping into a seasonal outing.

Boscov’s followed a similar playbook with its own promotions and family draws. That kept foot traffic strong across multiple levels of the mall.

Family Experiences Help Drive Foot Traffic

This season, Connecticut Post Mall really leaned into experiential retail. The idea is you come not just to shop, but to do something together.

That’s a big deal as shoppers in places like Norwalk and Danbury weigh the convenience of online shopping against the time it takes to visit a store.

By layering in attractions for kids—and giving grandparents, parents, and teens something to share—the mall is trying to become a holiday destination, not just a shopping center.

Beyond Discounts: Why Experiences Matter

Face painting stations, story hours, and Santa photo setups don’t generate much direct revenue, but they definitely keep people in the mall longer.

The longer folks hang around, the more likely they are to wander into more stores, grab a bite, or make a few impulse buys.

That approach seems to be working. Retail analytics firm Placer.ai says indoor mall visits nationwide rose 6.1% in October compared to September, which suggests people are warming up to in-person browsing again as the 2025 holiday season gets rolling.

Quiet Contrast at Nearby Plazas

Just up the road in Orange, the difference was obvious. At Orange Meadows, a plaza with T.J. Maxx and Trader Joe’s, parking lots were steady but nowhere near full.

For shoppers from Derby, Ansonia, and Shelton, it felt more like a regular weekend than a classic Black Friday rush.

The Post Mall buzzed with limited-time deals and event-style programming. Meanwhile, retailers at Orange Meadows took a much more laid-back approach.

T.J. Maxx, Ulta, and Trader Joe’s See “Normal” Crowds

Stores like T.J. Maxx and Ulta Beauty saw traffic that looked like a typical Saturday. No long lines, no doorbuster chaos—just regular shoppers doing their thing.

In-store promotions existed, but nothing wildly different from the usual sale weekends.

Trader Joe’s was the exception in terms of energy, if not discounts. The specialty supermarket was busy all day, thanks to a big rollout of holiday-themed snacks and giftable treats, not classic Black Friday markdowns.

Shoppers Split Between In-Store and Online

Even with the lively turnout in Milford, not everyone was thrilled. Some shoppers, including folks who drove in from Meriden and Waterbury, felt disappointed by the lack of truly blockbuster in-store deals.

Several said they were supplementing their mall runs with online shopping, or skipping the store hunt altogether for digital discounts.

This split seems to be the new normal in Connecticut. People want the experience of being out—seeing decorations, visiting Santa, meeting up with family—but lots are still turning to the web for the best prices and hard-to-find stuff.

What This Means for the 2025 Holiday Season

Fuller parking lots and stronger mid-day traffic are popping up everywhere. National mall visit data shows people are coming back for in-person holiday shopping.

Malls like Connecticut Post really have to find a balance. They need solid promotions and experiences you just can’t get online.

This Black Friday proved something: retailers across Connecticut—from Stamford to New London—can’t sit still. They’ll have to keep blending convenience, price, and memorable experiences if they want shoppers to walk in instead of scrolling from the couch.

Here is the source article for this story: Black Friday crowds testify to degree of comeback for at least one indoor mall

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