By Matthew Holloway |
A record number of consumers plan to shop on “Super Saturday” this year, according to the National Retail Federation (NRF) and Prosper Insights & Analytics, signaling continued strength in final-stretch holiday spending despite months of inflation pressures.
The NRF’s annual survey projects 158.9 million Americans will shop on December 20 — the last Saturday before Christmas and historically one of the busiest retail days of the year. The organization says the figure surpasses both last year’s estimate and the previous all-time high in 2022, according to a Wednesday press release.
“As the final Saturday before Dec. 25, Super Saturday is a significant shopping event for both consumers and retailers,” said Katherine Cullen, NRF’s vice president of industry and consumer insights.
“This year’s event falls only five days before the Christmas holiday, and consumers will shop across retailers and channels in search of the final gifts on their lists and other holiday items they need to complete a memorable holiday season,” she added.
The NRF survey, conducted December 1–10 among more than 8,300 adult consumers, found that:
- Roughly 45 percent expect to shop both in-store and online,
- 29 percent plan to shop only in stores, and
- 26 percent plan to shop exclusively online.
Online remains the leading destination for last-minute purchases, with 46 percent of respondents planning to buy online, followed by 33 percent indicating department stores and 26 percent citing discount retailers.
The survey also found that U.S. consumers had completed about half of their holiday shopping by early December. Respondents who still had shopping remaining cited common reasons including unresolved gift decisions, competing financial priorities, and waiting on information from friends or family.
A growing share of respondents, 31 percent, said they planned to give “experience-based” gifts such as event tickets, classes, or travel, continuing a trend NRF analysts say has strengthened over the past decade.
Beyond national forecasts, Arizona retailers are leaning into this final shopping weekend with a shift toward experience-based promotions as well rather than pure discounting. According to Dallas McLaughlin Digital Marketing, some Phoenix and Scottsdale-area businesses have rolled out in-store events, exclusive giveaways, and AI-driven loyalty programs designed to keep shoppers engaged longer and convert last-minute browsers into buyers. Local marketing analysts say experiential retail is gaining traction across the Valley as stores compete not only on price but on atmosphere and interaction, a strategy they expect to play out across Super Saturday crowds.
Looking beyond Christmas Day, the NRF noted that nearly seven in ten shoppers expect to continue making purchases after December 25 to take advantage of post-holiday discounts and to redeem gift cards.
The holiday retail season, as defined by the NRF, spans November 1 through December 31. The organization projects total holiday retail sales will exceed $1 trillion for the first time, forecasting growth between 3.7 and 4.2 percent over 2024’s totals.
Super Saturday, sometimes referred to as “Panic Saturday” in the retail industry, regularly delivers some of the heaviest foot and online traffic of the season as consumers rush to finish gift buying before Christmas. Retailers traditionally extend store hours and concentrate promotional campaigns around the date.
Matthew Holloway is a senior reporter for AZ Free News. Follow him on X for his latest stories, or email tips to Matthew@azfreenews.com.
