Right around 157.2 million consumers plan to shop on the last Saturday before Christmas, Super Saturday, according to an annual survey released by the National Retail Federation and Prosper Insights & Analytics, up from 141.9 million on the date in 2023.
Just four days separate Super Saturday and Christmas, NRF pointed out, and shoppers are likely to embrace multiple channels as they wrap up their holiday shopping. This year, 44% of consumers plan to shop both in-store and online, up from 41% in 2023, while 31% expect to shop exclusively in-store, down from 37%, and 24% plan to shop online only, up from 22%.
As of early December, consumers had purchased half of the items on their shopping lists, NRF maintained, while only 10% were completely done purchasing for the holidays. Survey respondents with at least half of their shopping left to finish said they were still trying to figure out what to buy, at 37%, had other financial priorities before December at 27%, or were waiting for family members and friends to let them know what gifts they want, at 24%.
As the holiday shopping season reaches its peak, 49% of consumers plan to finish their shopping online, with department stores the next most popular retail channel, at 37%, followed by discount stores at 27%, and clothing and accessory stores at 25%. The top gifts shoppers have purchased so far in the holiday season were in the categories of clothing and accessories, at 50%; toys, at 32%; gift cards, at 26%; books, video games and other media, at 24%; personal care or beauty items, at 24%; food and candy, at 22%; electronics, at 21%; home decor or furnishings at 20%; jewelry at 16%; and sporting goods or leisure items at 14%.
Similar to last year, most consumers, at 71%, plan to shop the week immediately following December 25 to take advantage of holiday sales and promotions, at 48%, use gift cards at 26%, and return or exchange unwanted gifts and holiday items at 16%.
NRF defines the holiday season as November 1 through December 31 and has forecast that holiday spending will reach record levels, growing between 2.5% and 3.5% from 2023 and totaling $979.5 billion to $989 billion.
“Super Saturday is one of the last opportunities during the holiday season for consumers to get the remaining items on their shopping list,” said NRF vice president of industry and consumer insights Katherine Cullen, announcing the survey. “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.”
Prosper Insights & Analytics executive vice president of strategy Phil Rist added, “Whether shoppers have planned out their shopping list or are waiting until the last minute, most shoppers still have purchases left to make before December 25. As with last year, over half of consumers expect they will complete their shopping in the week leading up to the Christmas holiday.”
