Austin Retail Foot Traffic Up +2% During Formula 1 Weekend

RetailNext, a global leader in smart store analytics for optimizing retail experiences, today released new data showing a measurable bump in foot traffic during Formula 1’s U.S. Grand Prix weekend.

After several quiet weeks, retail traffic across the city turned positive in the days leading up to the race, rising +2% year-over-year compared to the same week in 2024. Formula 1 draws more than 430,000 visitors to Austin each year, many of whom extend their stays to explore the downtown dining and shopping districts. This data reflects how the big race weekend shifts local shopping rhythms, from early dips to weekend surges as fans and visitors flood the city.

“Formula 1 weekend brings a different kind of horsepower to Austin’s economy,” said Joe Shasteen, Global Manager of Advanced Analytics at RetailNext. “Locals may steer clear early in the week, but by Friday the energy spills beyond the track - into stores, restaurants, and shopping districts that thrive on the surge of visitors. In a year when shoppers are being more selective with how they spend, event weekends like this remind us how powerful niche events and shared experiences can be for driving local commerce, and what other cities can expect as major sports and cultural events roll through this season.”

Austin Retail’s Race Weekend Data:

• Early Fall Slowdown: From September 21 to October 11, Austin retailers hit a lull, foot traffic lagged -2% to -3% below last year, as locals steered clear of road closures and the city braced for race crowds. Storefronts in busy districts saw quieter days, a calm before the inevitable rush.
  
  
• Race Week Rebound: By October 12–18, that quiet flipped into motion. Retail traffic turned +2% year-over-year, fueled by the early arrival of fans and the hum of race-week festivities. Restaurants and shopping corridors started feeling the pulse again, signaling the return of visitors and energy to the city.
  
  
• Weekend Halo Effect: While Friday, October 17 brought mixed results near major transit routes, Saturday and Sunday saw strong, sustained lift, powered by out-of-town visitors and locals blending Formula 1 excitement with early Halloween errands.
  
  
• Peak Momentum: The real win came on Saturday, October 18, when traffic spiked +5.3% YoY — the largest YoY increase for any day of October so far.
  
  

Methodology

Approximately 7 million shopping trips were analyzed in data sets from specialty and larger-format retail stores across the Continental United States. Data starting March 2020 reflects the updated benchmarking methodology, which includes updated weights to reflect the national retail landscape. Periods defined according to the Fiscal 4-5-4 Retail Calendar 2024 and 2025

About RetailNext

RetailNext, the first retail vertical IoT platform to bring e-commerce-style shopper analytics to brick-and-mortar stores, brands, and malls, is a pioneer in optimizing the shopper experience. The platform automatically collects and analyzes shopper behavior data through its centralized SaaS solution, enabling retailers to enhance real-time experiences and drive better outcomes.

Recognized in 2024 in Fast Company’s Most Innovative Companies in the Retail Category, RetailNext is trusted by more than 560 retailers in over 100 countries. The company helps businesses better understand the shopper journey to increase same-store sales, reduce theft, and eliminate unnecessary costs. RetailNext is headquartered in Campbell, California. Learn more at retailnext.net.

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