Super Saturday is shaping up to be a record-breaker this holiday season.
According to the National Retail Federation’s (NRF) latest survey, an estimated 158.9 million consumers plan to shop on the final Saturday before Christmas, surpassing last year’s total and smashing the previous turnout record from 2022. With most consumers only halfway done with their shopping, the Super Saturday spree is poised to push holiday spending past the $1 trillion mark for the first time ever.
As the final Saturday before Dec. 25, Super Saturday is a significant shopping event for both consumers and retailers. This year’s event falls only five days before the Christmas holiday, and consumers will shop across retailers and channels in search of the final gifts on their lists and other holiday items they need to complete a memorable holiday season.
Of the Super Saturday shoppers, nearly half, or 71.6 million (45%), plan to shop both in-store and online, an increase from 69.5 million (44%) in 2024. Those who prefer single-channel shopping trend toward traditional in-person retail (29%), while only 26% plan to shop online only.
As far as destinations go, 46% of consumers expect to finish their shopping online, closely followed by department stores (33%) and discount stores (26%). The top items flying off the shelves this year include apparel/accessories (48%), toys (30%), gift cards (27%), personal care/beauty items (23%), and media (25%), including books, music, movies, and video games.
“Along with tangible items, gifts of experience continue to be a popular choice for people looking to create memories with loved ones,” Prosper Insights & Analytics Executive Vice President of Strategy Phil Rist said. “Three in 10 shoppers (31%) plan to give an experience this year, such as art classes or tickets to an event. This figure has grown in popularity over the past 10 years, when only 22% of shoppers expected to give an experience in 2015.”
Many consumers wait until late December to wrap up their shopping lists because they are still deciding what to buy (33%), have other financial priorities (25%), or are waiting for family and friends to let them know what gifts they want (23%). Even after Christmas, 70% of shoppers plan to hit the stores immediately to take advantage of last-minute holiday sales (45%) — and to use their new gift cards, of course (26%).
Visit the NRF website for the complete survey data and to discover more sales trends projected for this holiday season.
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