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142 Million Shoppers Expected for Super Saturday

142 Million Shoppers Expected for Super Saturday

Dec. 15, 2023
National Retail Federation says holiday spending will grow between 3% and 4% over 2022, totaling $957.3 to $966.6 billion

On what is called Super Saturday, which is the last Saturday before Christman, nearly 142 million consumers are expected to go shopping. 

This is according to the latest survey from the National Retail Federation and Prosper Insights & Analytics. 


Holiday shopping will continue through the end of December and into early January. Most consumers (70%) say they plan to shop in the week following Dec. 25. The top reasons consumers shop then are to take advantage of holiday sales and promotions (48%), use gift cards (26%), and return or exchange unwanted gifts and holiday items (16%).

The survey asked 7,973 adult consumers about their holiday shopping plans. It was conducted Dec. 1-6 and has a margin of error of plus or minus 1.1 percentage points.

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.

As the leading authority and voice for the retail industry, NRF provides data on consumer behavior and spending for key period such as holidays throughout the year.

With Super Saturday taking place only two days before the Christmas holiday this year, more consumers are planning to purchase last-minute gifts and other holiday items in-person. 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. 

As of early December, holiday shoppers have picked up about half (49%) of the items on their lists. For those who still have more than half of their shopping remaining, over one-third (36%) say they are still figuring out what to buy. And consumers may also be waiting for the best deals. 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. 

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%). So far, the top gifts consumers have purchased include clothing (50%), toys (34%), gift cards (27%), books and other media (24%), and personal care or beauty items (23%). 

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