An annual survey of the National Retail Federation and Good information and analysis revealed that more than 148 million consumers plan to shop on Super Saturday, the last Saturday before Christmas.
This year’s number is down slightly from last year, when 150 million buyers came out on Super Saturday. The 2021 number is still an increase from the pre-2019 pandemic numbers.
The number of expected shoppers is the third highest number on record since the NRF began tracking data in 2016. Just over a quarter of consumers, 27%, plan to buy exclusively in-store, and one another third of consumers plan to buy online only. . Most Super Saturday buyers, 41 percent, plan to use a combination of the two.
Following the trend of early shopping, a record 42% of shoppers say they plan to buy their last gifts before Super Saturday. Although advance shopping has been a hot topic this year, more than half of shoppers said they plan to pick up gifts in the week leading up to Christmas. The survey found that holiday shopping will continue into the week after Christmas, with 65% taking advantage of offers and using gift cards received during the holidays.