More than 158 million consumers are expected to shop on the last Saturday before Christmas this year, according to the annual consumer survey released by the National Retail Federation (NRF) and Prosper Insights & Analytics. This figure is approximately 10 million more than last year’s expected number of Super Saturday shoppers and the highest number since NRF first started tracking this data in 2016.
Matthew Shay, President and CEO, NRF, said “Consumers have been shopping in record numbers this year, purchasing holiday items for friends and loved ones. With Super Saturday falling eight days before Christmas, retailers are prepared to help shoppers fulfil their last-minute purchases that will make this holiday season memorable.”
Of the 158.5 million anticipated Super Saturday shoppers, 44.1 million (28%) plan to shop only in stores, 42.2 million (27%) plan to shop only online, and 72.2 million (46%) plan to shop both in stores and online.
Phil Rist, Executive Vice President of Strategy, Prosper, said, “Strong shopping is expected after Christmas as holiday shoppers aim to take advantage of retailers’ sales and promotions. In the week following Christmas Day, we expect to see consumers maximise holiday sales and promotions, use gift cards and return or exchange unwanted gifts.”
In line with recent years, as of early December, holiday shoppers said they had completed about half (53%) of their purchases. They plan to finish their holiday purchases online (47%), at department stores (37%), at discount stores (27%), at clothing/accessories stores (24%) and at grocery stores (19%).
The top gifts consumers have bought so far include clothing (50%), toys (34%), gift cards (28%), books and other media (26%), and food or candy (23%). This year, 28% of holiday shoppers plan to give a gift of experience such as tickets to a concert or sporting event, a gym membership, spa service or art class. This is up from 23% last year and is the highest since NRF began asking consumers this question in 2015.
NRF defines the holiday season as 1st November through 31st December and has forecast that retail sales will grow between 6% and 8% over 2021 to between $942.6 billion and $960.4 billion.