What's Happening?
The National Retail Federation (NRF) and Prosper Insights & Analytics have projected that Super Saturday, the last Saturday before Christmas, will see a record 158.9 million U.S. consumers shopping. This
figure surpasses previous records, including 157.2 million in 2024 and 158.5 million in 2022. The event is significant as it falls just five days before Christmas, prompting consumers to shop in-store due to the deadline for shipping gifts before the holiday. The NRF's survey, conducted with 8,005 adult consumers, indicates that mild weather conditions across most of the U.S. will encourage more people to visit malls and shopping centers. The survey also highlights that many consumers have completed only 51% of their holiday shopping by early December, with reasons including indecision on gifts and financial priorities.
Why It's Important?
Super Saturday is a crucial day for retailers, as it provides a final opportunity for consumers to purchase holiday gifts, especially when shipping deadlines have passed. The expected increase in foot traffic due to favorable weather conditions could boost sales for brick-and-mortar stores, which have faced challenges from online shopping trends. Retailers are also offering significant discounts, with some like Abercrombie & Fitch and J.Crew providing up to 50% off to attract last-minute shoppers. This shopping surge is vital for retailers aiming to meet or exceed their holiday sales targets, particularly in a year where inflation has impacted consumer spending power. The event's success could influence retail strategies and discounting practices in future holiday seasons.
What's Next?
Following Super Saturday, 70% of consumers plan to continue shopping in the week after Christmas, driven by holiday sales and the use of gift cards. Retailers are expected to maintain aggressive discounting strategies to clear out remaining inventory. The NRF anticipates that while nominal sales gains for the holiday season may be low to mid-single digits, real sales gains, accounting for inflation, will be around 1%. Retailers will need to balance discounting with profit margins, as the impact of these sales on overall profitability remains to be seen. The outcome of Super Saturday and post-Christmas sales will likely inform retail strategies for the next holiday season.
