The projection of 157.2 million shoppers on Super Saturday marks a rise from the previous year’s 141.9 million and is second only to the record set in 2022 with 158.5 million.
“Super Saturday is one of the last opportunities during the holiday season for consumers to get the remaining items on their shopping list. 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,” said NRF industry and consumer insights vice-president Katherine Cullen.
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Evolving consumer preferences
As Super Saturday falls just four days ahead of Christmas, it is expected that consumers will use both brick-and-mortar stores and digital platforms to complete their holiday purchases.
This year’s data reveals a significant trend towards integrated retail experiences, as 69.5 million consumers or 44% of those surveyed intend to utilise both in-store and online platforms for their shopping needs, increasing from 58.3 million or 41% respondents in 2023.
While purely in-store shopping is anticipated to experience a marginal decline to 31%, exclusive online shopping is poised to climb to 24%.
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By early December, consumers had on average, completed half (50%) of their holiday shopping, with only 10% having finished their lists entirely.
Among those who still had at least half of their shopping remaining, 37% cited uncertainty about what to buy, 27% were prioritising other financial commitments before December, and 24% were waiting for family and friends to provide gift preferences.
Prosper Insights & Analytics strategy executive vice-president Phil Rist said: “Whether shoppers have planned out their shopping list or are waiting until the last minute, most still have purchases left to make before 25 December. As with last year, over half of consumers expect they will complete their shopping in the week leading up to the Christmas holiday.”
Retail hotspots and popular gifts
Consumers are planning to complete their holiday shopping at various destinations, with 49% intending to shop online, 37% at department stores, 27% at discount retailers, and 25% at clothing and accessory shops.
The most purchased gifts so far include clothing and accessories (50%), toys (32%), gift cards (26%), books, video games, and other media (24%), as well as personal care and beauty items (24%).
Credit: NRF
Post-Christmas shopping trends
Similar to the previous year, 71% of consumers plan to shop during the week following December 25. The main reasons for this include taking advantage of post-holiday sales and promotions (48%), using gift cards (26%), and returning or exchanging unwanted gifts and holiday items (16%).
The NRF’s definition of the holiday season spans from 1 November through 31 December. This period is forecasted to witness record-breaking spending growth between 2.5% and 3.5% over 2023, potentially reaching an astounding $979.5bn to $989bn.
Last week, NRF’s chief economist Jack Kleinhenz stated expectations for a strong holiday sales period are intact following a robust third quarter and positive economic indicators.
