Around 157.2 million consumers plan to shop the last Saturday before Christmas, according to an annual survey released by the National Retail Federation (NRF) and Prosper Insights & Analytics. This estimate is up from 141.9 million shoppers last year, and is the second-highest number after 2022’s 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,” NRF Vice President of Industry and Consumer Insights Katherine Cullen said. “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.”
This year, 69.5 million people plan to shop both in-store and online, up from 58.3 million in 2023. Around 49.4 million are expected to shop exclusively in-store, down from 52.8 million last year while 38.2 million plan to shop online only, up from 30.8 million in 2023.
As of early December, most consumers had purchased half of the items on their shopping lists while only 10% were completely done with this season’s shopping.
“Whether shoppers have planned out their shopping list or are waiting until the last minute, most shoppers still have purchases left to make before December 25,” says Phil Rist, Prosper Insights & Analytics executive vice president of strategy. “As with last year, over half of consumers expect they will complete their shopping in the week leading up to the Christmas holiday.”