More than 157 million US consumers plan to shop on the final Saturday before Christmas, a rise of approximately 15 million people from 2023’s forecast, according to a National Retail Federation (NRF) and Prosper Insights & Analytics survey.
The total number of shoppers for that day is the second highest following 2022’s record 158.5 million, the NRF said Monday. Super Saturday, which occurs on December 21 this year, is one of the final opportunities for consumers to shop for remaining gifts prior to the holiday, noted Katherine Cullen, NRF vice president of industry and consumer insights.
“With a shortened window between Thanksgiving and Christmas this year, consumers will be hitting stores and shopping online to get those final gifts and to take advantage of special promotions and deals,” she explained.
Of the respondents who intended to make purchases on Super Saturday, 31% were planning to do so only in physical locations, down from 37% a year ago. Some 24% will buy exclusively online, while 44% will do both.
Consumers indicated they had completed about half of their holiday purchases by early December, but only 10% said they were completely done. Those who hadn’t yet completed their shopping noted they were still trying to figure out what to buy, had other financial priorities, or were waiting for family members and friends to let them know what gifts they wanted. About 49% planned to finish buying online, 37% at department stores, 27% at discount locations, and 50% at clothing and accessories shops.
Clothing and accessories were the top gifts shoppers have bought so far, with 50% choosing them. Some 32% picked toys and 26% bought gift cards.
Consumers intended to continue shopping after December 25. Some 70% of respondents said they would still be purchasing in the week following Christmas to take advantage of sales and promotions, use gift cards, and return or exchange unwanted items.
Total holiday sales for the November-to-December period will grow 2.5% to 3.5% year on year to between $979.5 billion and $989 billion, the NRF forecast. The federation surveyed 7,861 consumers from December 2 to 9.
Image: A crowded shopping mall in New York on Super Saturday. (Shutterstock)
