NRF: 150 Million To Holiday Shop On ‘Super Saturday’

Holiday

If you’re planning to do some holiday shopping the final weekend before Christmas, you won’t be the only one hitting the stores or heading online.

The National Retail Federation (NRF) said more than 150 million consumers in the U.S. plan to shop on Super Saturday. That figure is up slightly from 2019 (147.8 million). The number of anticipated shoppers on the last Saturday before Christmas includes both in-store and online and is the second-highest reported since NRF began tracking this figure in 2016.

“Consumers have embraced an earlier start to the holiday season,” said Matthew Shay, president & CEO, National Retail Federation. “They are spreading out their holiday shopping and taking advantage of sales and promotions from retailers in local communities and national brands.”



For those with at least half of their shopping left to complete, 37% were still deciding what to buy, 26% were waiting for family and friends to tell them what they wanted and 23% were holding off for the best deals. 

Similar to 2019, more than half (54%) of holiday shoppers plan to purchase their last gift during the week leading up to Christmas.

A majority (52%) of holiday shoppers plan to do the remainder of their shopping online. Other top destinations include department stores (30%), discount stores (20%), clothing and accessories stores (20%) and electronics stores (17%).

The polling by the NRF comes a day after the retail trade group reported that November retail sales were down from October but still showed the sixth consecutive monthly year-over-year gain.

NRF officials said the decline was not a surprise since spending was “pulled forward” into October by various advertising campaigns that encouraged consumers to shop early and avoid the crowds typically seen in November and into December.