Super Saturday Shoppers Set to Hit New Record

Some 158.9 million US consumers plan to shop on the final Saturday before Christmas, an increase of approximately 1.7 million from 2024, according to the National Retail Federation (NRF). 

The total number of shoppers for the day will surpass the previous record of 158.5 million in 2022, the NRF forecast Monday, citing a survey it had conducted on the subject with Prosper Insights & Analytics.

Super Saturday, which occurs five days before Christmas this year, is an important shopping day for both consumers and retailers, as it’s a prime time for purchasing last-minute holiday gifts, said Katherine Cullen, the NRF’s vice president of industry and consumer insights.

Of the survey respondents who intend to shop on Super Saturday, 45% plan to do so both online and in-store; 29% will only visit physical stores, while 26% will only shop online.

Most consumers completed about half of their holiday shopping by early December, the survey found. Those who hadn’t yet done so said they were still deciding on gifts, had other financial commitments, or were waiting for guidance from family and friends on what to purchase. Overall, about 46% of consumers plan to finish buying online, 33% at department stores, and 26% at discount stores.

Clothing and accessories — including jewelry — topped the list of gifts shoppers have purchased so far, with 48% choosing items in that category. Some 30% have bought toys, and 27% have opted for gift cards.  

People are also planning to continue shopping after December 25. Some 70% of respondents said they would make additional purchases in the week after Christmas to benefit from sales and promotions, use gift cards, and handle returns or exchanges.

The NRF has forecast that total holiday sales for the November-to-December period will grow 3.7% to 4.2% year on year, surpassing $1 trillion.

For the report the NRF released Monday, it surveyed 8,005 adults from December 1 to 10.

Image: Holiday shoppers. (Shutterstock)