Consumer Behavior

Super Saturday will be a super shopping day

Photo: Adobe Stock

December 15, 2023

The last Saturday before Christmas, Dec. 23, will be a big day for shoppers, according to the National Retail Federation with an expected 142 million consumers hitting stores online and offline for gifts.

The figure is quite a jump from 2017's Saturday, Dec. 23 when 126 million were projected to be shopping for the holiday, according to a press release on the NRF's Super Saturday survey predictions.

"Traditionally, Super Saturday marks the final major shopping holiday of the year," NRF President and CEO Matthew Shay said in the release. "While most consumers still have plenty of shopping left to do, retailers are prepared both online and in stores with gifts, decorations and other items that people need to make this season fun and memorable."

Approximately 53 million (37%) Super Saturday shoppers expect they will shop exclusively in stores this year, up from about 44 million (28%) last year, and 58 million (41%) plan to shop both online and in stores. Around 31 million (22%) plan to shop exclusively online.

In November, 85% of Thanksgiving weekend shoppers said they expected the deals during the rest of the holiday season to be the same or better than Thanksgiving weekend, according to the NRF.

"This year Super Saturday is truly aligned for last-minute shoppers," Prosper Insights & Analytics Executive Vice President of Strategy Phil Rist said in the release. "A majority of consumers also plan on purchasing their last gift in the week leading up to Christmas."

Popular destinations where consumers will finish their shopping include online (49%), department stores (38%), discount stores (28%), clothing and accessories stores (26%),
and grocery stores (19%).

The NRF expects holiday spending will reach record levels during November and December and will grow between 3% and 4% over 2022, totaling $957.3 billion to $966.6 billion, according to NRF's holiday forecast. By comparison, last year holiday sales totaled $929.5 billion.