Busiest Holiday Shopping Days in the U.S. for 2026

Black Friday (Nov. 27) is predicted to again be the biggest day for holiday store visits in the U.S., the latest followed by Super Saturday (Dec. 19) and the second Saturday in December (Dec. 12). Those are among the findings of the latest annual global predictions for the holiday season’s busiest shopping days based on an analysis of ShopperTrak Analytics by the Sensormatic Solutions unit of Johnson Controls.

“Most purchase journeys now start online, meaning shoppers arrive with a clear idea of what they want in mind and choose retailers they trust to deliver that product with a seamless experience to match,” said Tony D’Onofrio, president of Sensormatic Solutions. “The sale is already done by the time they set foot in the store. The retailer’s job is to meet them at that moment: have the product ready, where it should be and at the right price. If you can do that, you’ll have a happy holiday season.”

The busiest shopping days depend, at least in part, on the specifics of a given year’s calendar. With Christmas this year falling on a Friday for the first time since 2020, the calendar week leading up to the holiday is likely to see sustained activity with a final peak on Boxing Day (Dec. 26).

The data also suggests that store visits this holiday season may drop 3.5% year over year, a slight underperformance relative to the year-to-date average (-2.7%). As in years past, the top 10 busiest days are expected to account for between 30% and 40% of total holiday traffic.

“The slightly muted traffic compared to previous years may lead retailers to feel that they’re fighting an uphill battle, but it only tells half of the story,” said Grant Gustafson, head of retail consulting and analytics at Sensormatic Solutions, whose team predicts the season’s top busiest days. “While individual visits have been trending downward throughout the year, conversion rates are rising. Retailers that recognize the scope of the modern journey and lean on data to inform their approach will be more likely to get those high-intent shoppers through the doors on the days that matter most.”

Here, then are this year’s expected busiest holiday shopping days in the U.S.:

1. 27 (Black Friday)
2. 19 (Super Saturday)
3. 12 (Second Saturday in Dec.)
4. 26 (Boxing Day)
5. 23 (Wednesday before Christmas)
6. Dec 20. (Super Sunday)
7. 28 (Saturday after Black Friday)
8. 22 (Tuesday before Christmas)
9. 5 (First Saturday in Dec.)
10. 21 (Monday before Christmas)

Click here for more from the survey, including the busiest shopping days in 17 other countries around the globe, ranging from Australia to the United Kingdom.