As the final Saturday before Christmas approaches, retailers are bracing for the annual holiday shopping rush known as Super Saturday. This year, approximately 157.2 million people are projected to shop on Super Saturday, marking a significant increase from the 141.9 million shoppers recorded last year. This uptick reflects a growing trend of consumers utilizing both in-store and online channels to finalize their holiday purchases. According to a survey by the National Retail Federation (NRF) and Prosper Insights & Analytics, this dual-channel approach is becoming increasingly popular among holiday shoppers.
Increased Online and In-Store Shopping
The survey indicates that consumers are increasingly inclined to shop both online and in-store, with 44% of respondents planning to use both channels this year, up from 41% last year. This growing preference for a hybrid shopping experience demonstrates how consumers are seeking the convenience of online shopping while still valuing the tactile experience of physical stores. Meanwhile, the percentage of people planning to shop exclusively in physical stores has decreased from 37% last year to 31% this year. Conversely, those intending to shop exclusively online have increased from 22% to 24%.
Several factors contribute to this shift in shopping behavior. One of the primary reasons is the flexibility provided by online shopping, which allows consumers to compare prices, read reviews, and make purchases from the comfort of their homes. Additionally, physical stores offer immediate product availability, reducing the risk of delayed shipments and the disappointment of out-of-stock items. As a result, many shoppers opt to leverage both channels to maximize their shopping efficiency and satisfaction.
Delayed Completion of Holiday Shopping
A significant portion of consumers still have a substantial amount of holiday shopping left to complete as they head into Super Saturday. Thirty-seven percent of those with over half of their holiday shopping pending are still deciding on suitable gifts. This indecision is often fueled by the desire to find the perfect present that balances personal thoughtfulness and utility. Other contributing factors include 27% of consumers who cited other financial priorities before December, such as bills and debt payments, which delayed their holiday shopping efforts.
Moreover, 24% of shoppers were awaiting gift suggestions from family or friends, a common scenario during the holidays when people seek to fulfill specific requests or avoid duplicating gifts. This dynamic underscores the strategic procrastination many consumers engage in, hoping for last-minute inspiration or seeking to capitalize on end-of-season discounts. The NRF highlights how shoppers are expected to utilize various channels to make these last-minute purchases, with online shopping remaining a crucial component.
Shopping Channels and Popular Categories
Phil Rist, executive vice president of strategy at Prosper Insights & Analytics, noted that a significant number of consumers plan to finish their holiday shopping within the week leading up to December 25. The survey reveals that nearly half of the participants intend to shop online, reflecting the growing importance of e-commerce in the holiday shopping landscape. Department stores will attract 37% of shoppers, while discount stores will see 27%, and clothing or accessory stores will draw 25%. These statistics highlight the diverse shopping preferences as consumers seek both variety and value in their holiday purchases.
Popular categories for gift purchases remain consistent, with apparel or accessories leading at 50%, followed by toys at 32% and gift cards at 26%. These categories reflect a blend of practical gifts and versatile options that can cater to a wide range of recipients. Gift cards, in particular, have gained popularity due to their flexibility, allowing recipients to choose their desired gifts. This trend emphasizes the adaptability and pragmatic approach of modern holiday shoppers.
Post-Holiday Shopping Trends
Following a robust Thanksgiving weekend, where 197 million people shopped between Thanksgiving and Cyber Monday, the momentum of holiday shopping is expected to continue beyond Christmas. Although this figure represents a slight dip from last year’s 200.4 million, it surpassed NRF’s initial estimate of 183.4 million for the five-day window. The NRF forecasts November and December retail sales to ascend by 2.5% to 3.5% from last year, totaling between $979.5 billion and $989 billion.
Interestingly, 71% of consumers are likely to continue shopping in the week after Christmas, with nearly half seeking to capitalize on post-holiday sales and promotions. This period presents an opportunity for consumers to purchase items they may have missed during the holiday rush or to take advantage of clearance deals. Additionally, 26% of shoppers plan to use gift cards received during the holidays, while 16% intend to exchange or return unwanted gifts. These post-holiday shopping activities reflect a strategic approach to maximizing value and satisfaction.
Survey Insights and Consumer Behavior
As the last Saturday before Christmas nears, retailers are gearing up for the busy holiday shopping day known as Super Saturday. This year’s projections show about 157.2 million people will shop on Super Saturday, a notable rise from the 141.9 million shoppers last year. This increase highlights a growing trend where consumers are increasingly using both in-store and online channels to complete their holiday shopping. This trend is confirmed by a survey conducted by the National Retail Federation (NRF) and Prosper Insights & Analytics, indicating that this dual-channel approach is gaining popularity among holiday shoppers. This shift in shopping habits may be due to the convenience and flexibility offered by both methods, allowing shoppers to take advantage of in-store experiences while also enjoying the ease of online purchases. Retailers are responding to this hybrid shopping behavior by enhancing their omnichannel strategies, improving both their physical store experiences and online platforms to better cater to the needs of their customers during the holiday season.
