Already, this year has seen record holiday spending, with Black Friday sales rising 3.4% from the year before; the Saturday before Christmas, dubbed Super Saturday, however, is just around the corner and is projected to reach new heights.
An estimated 157.2 million domestic consumers plan to shop the Saturday holiday, according to an annual survey from the National Retail Federation. This estimate places it between last year’s 141.9 million holiday shoppers and 2022’s record 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,” said NRF VP of industry and consumer insights Katherine Cullen in a statement.
“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.”
Additional report insights found the following:
- Roughly 22% of consumers have already purchased a food/candy gift, placing it among the top 10 gifts consumers have bought so far
- Holiday spending, between Nov. 1 and Dec. 31, is expected to grow between 2.5%-3.5% versus 2023, ending between $979.5 billion to $989 billion
- Most consumers (71%) also plan to shop the week immediately following Dec. 25.
Retail’s (Second) Biggest Opportunity
Super Saturday is retail’s secret weapon: it’s the second busiest shopping day in the U.S. behind Black Friday, according to a separate report from Sensormatic Solution.
“The period from Black Friday through the New Year is critical for retailers, and each year presents unique opportunities to optimize strategies and delight in-store shoppers,” said Tony D’Onofrio, president at Sensormatic Solutions, in a statement.
He noted that a proper retail strategy can set a business to win beyond the season. “Success” doesn’t just mean increased sales, as the shopper influx could mean new customer acquisition touchpoints and new spending opportunities throughout the year.
“It’s about building brand loyalty,” D’Onofrio added, recommending that retailers may find that adapting and responding to holiday shopping trends can facilitate shopper satisfaction.
Grant Gustafson, head of retail consulting and analytics at Sensormatic Solutions, said that the physical store will still be a powerful way to engage with shoppers by providing inspiration and convenience. To get the most out of these shoppers, he recommended creating memorable experiences, tailoring offerings, optimizing store layouts, and leveraging personalized promotions.
In an interview with The Food Institute, EY-Parthenon Americas consumer products and retail leader Will Auchincloss echoed Gustafson’s advice to turn the brick-and-mortar into a retail experience. He said that consumers still want to make the holiday season special.
Super Saturday Anticipation – Shopping to be Done
As of early December, the NRF report found consumers had purchased half of the items on their shopping list; only 10% said they completed their holiday shopping. The consumers still looking to finish their shopping said they held out because they were figuring out what to buy, had other financial priorities, or were waiting on others to let them know what to get.
“As with last year, over half of consumers expect they will complete their shopping in the week leading up to the Christmas holiday,” said Phil Rist, Prosper Insights & Analytics EVP of strategy, in a statement.
The report suggests that these last-minute shoppers will likely distribute their holiday spending across multiple channels, including online (49%), at department stores (37%), and in discount stores (27%).
“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,” Rist said.
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