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‘Super Saturday’ Looms Large for Retailers

158 million shoppers expected — 10 million more than a year ago




iStock, DGLimages

The last Saturday before Christmas is always a busy shopping date, and that looks to be especially true in 2022, a survey by the National Retail Federation (New York) and Prosper Insights & Analytics (Worthington, Ohio) predicts. Falling eight days before Christmas (not Christmas Eve) more than 158 million consumers are expected to shop on “Super Saturday” this year, about 10 million more than a year earlier. By most accounts, “Super Saturday” is the second-busiest shopping day in the U.S., behind Black Friday, the day after Thanksgiving.

“Consumers have been shopping in record numbers this year, purchasing holiday items for friends and loved ones,” NRF President and CEO Matthew Shay said in a news release. “With Super Saturday falling eight days before Christmas, retailers are prepared to help shoppers fulfill their last-minute purchases that will make this holiday season memorable.”

Of the anticipated “Super Saturday” shoppers, 44.1 million (28%) plan to shop only in stores, 42.2 million (27%) plan to shop only online, and 72.2 million (46%) plan to shop both in stores and online.

As of early December, holiday shoppers said they had completed about half (53%) of their purchases. They plan to finish their holiday purchases online (47%), at department stores (37%), at discount stores (27%), at clothing/accessories stores (24%) and at grocery stores (19%).

The days just after Christmas also look to be busy.

“In the week following Christmas Day, we expect to see consumers maximize holiday sales and promotions, use gift cards and return or exchange unwanted gifts,” said Prosper Executive VP of Strategy Phil Rist.

Click here for the complete release.

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