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WASHINGTON — In a final holiday sprint, 157.2 million U.S. shoppers are expected to hit stores and websites on Super Saturday, according to the National Retail Federation and Prosper Insights & Analytics. This figure marks a sharp increase from last year’s 141.9 million. With just four days between that big shopping day and Christmas, consumers are gearing up to take advantage of last-minute deals and promotions, making it one of the busiest shopping days of the year.
“Super Saturday is one of the last opportunities during the holiday season for consumers to get the remaining items on their shopping list,” said Katherine Cullen, NRF Vice President of Industry and Consumer Insights. “With a shortened window between Thanksgiving and Christmas this year, consumers will be hitting stores and shopping online to get those final gifts.”
The annual survey highlights the growing trend of omnichannel shopping. This year, 44% of consumers—nearly 70 million people—plan to shop both in-store and online, a significant increase from last year’s 41%. While in-store-only shopping is expected to decline slightly, with 31% of consumers planning to visit physical locations compared to 37% in 2023, the share of those opting for online-only purchases has risen to 24%, up from 22% last year. These shifts underscore the importance of digital channels as retailers race to meet consumer demand.
Despite the growing urgency, shoppers aren’t close to done. As of early December, consumers reported having purchased only half of the items on their holiday lists, with just 10% of respondents claiming to be completely finished. Among those still shopping, the reasons for waiting include indecision on what to buy (37%), prioritizing other financial obligations earlier in the season (27%), and waiting for gift suggestions from family and friends (24%).
“Whether shoppers have planned out their shopping list or are waiting until the last minute, most still have purchases left to make before December 25,” noted Phil Rist, Executive Vice President of Strategy at Prosper Insights & Analytics. “As with last year, over half of consumers expect to complete their shopping in the week leading up to the Christmas holiday.”
For last-minute gifts, shoppers are turning to familiar destinations. Online platforms remain the top choice, with 49% of consumers planning to finish their purchases digitally. Department stores (37%), discount stores (27%), and clothing and accessory retailers (25%) round out the most popular options. Gift preferences this year mirror previous trends, with clothing and accessories leading the pack (50%), followed by toys (32%), gift cards (26%), books and media (24%), and personal care items (24%).
Even after Christmas, retailers can expect a surge in activity. Nearly three-quarters of consumers (71%) plan to shop in the week following the holiday. Motivations include taking advantage of post-holiday sales (48%), redeeming gift cards (26%), and returning or exchanging unwanted items (16%). This prolonged shopping season highlights the evolving nature of consumer behavior, as holiday spending continues beyond December 25.
The NRF forecasts that holiday retail sales, defined as occurring between Nov. 1 and Dec. 31, will reach record levels this year. Spending is expected to grow between 2.5% and 3.5% over 2023, totaling between $979.5 billion and $989 billion. With just days to go, retailers are bracing for a final wave of shoppers ready to spend—and a holiday season that shows no signs of cooling down.
