Dive Brief:
- Sixty-three percent of consumers plan to shop on Super Saturday, which is the last Saturday before Christmas, per a Monday press release from the National Retail Federation. Using that finding, the trade group projects a record 158.9 million consumers could shop that day.
- The group’s estimate is slightly higher than a previous record estimate of 158.5 million in 2022. This year’s estimate is extrapolated from a survey of 8,005 adult consumers conducted from Dec. 1 to Dec. 10 with Prosper Insights & Analytics. The trade group does not conduct a follow-up survey for Super Saturday results.
- Nearly half (45%) of respondents planning to shop intend to go in-store and online, while 29% plan to shop exclusively in-store.
Dive Insight:
Black Friday may have passed, but plenty of shoppers still have purchases to make before the holidays are over.
“Along with tangible items, gifts of experience continue to be a popular choice for people looking to create memories with loved ones,” Prosper Insights & Analytics Executive Vice President of Strategy Phil Rist said in a statement. “Three in 10 shoppers (31%) plan to give an experience this year, such as art classes or tickets to an event. This figure has grown in popularity over the past 10 years, when only 22% of shoppers expected to give an experience in 2015.”
Respondents to the survey indicated that e-commerce sites, department stores and discount stores are the top destinations where they plan to finish their holiday shopping. Discount stores such as Dollar Tree and Dollar General have seen an uptick in higher-income shoppers as value becomes a top priority for consumers, especially during the holiday season.
Clothing and accessories, toys and gift cards are among the top presents respondents have purchased so far. However, there are still plenty of purchases to be made for the season, as consumers had completed just 51% of their shopping on average as of early December.
For the shoppers who still have seasonal purchases to make, 25% said this was because they had other financial priorities prior to December and 23% were awaiting gift ideas from friends or family.
And the shopping isn’t expected to end after the core holiday period comes to a close. NRF’s survey found that 70% of consumers plan to shop the week immediately after Dec. 25 as they hope to take advantage of post-Christmas sales and utilize gift cards.
