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Dec 19, 2020
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More than 150 million consumers planning to shop on Super Saturday

Published
Dec 19, 2020

According to a report from the National Retail Federation (NRF) and Prosper Insights & Analytics, more than 150 million U.S. consumers intend to shop on the last Saturday before Christmas, known as “Super Saturday”.
 

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The figure is slightly higher than last year, when 147.8 million shoppers said that they were planning on making purchases on Super Saturday, which fell on December 21 in 2019. This year, Super Saturday takes place on December 19, meaning that shoppers have a few more days to complete their purchasers.
 
In total, 62% of the holidays surveyed in NRF’s study plan to make purchases on Super Saturday, a figure which includes both in-store and online shopping. 42% of those planning to shop on Super Saturday said that they would do so solely online.

The number of anticipated Super Saturday shoppers in 2020 is the second-highest since NRF began monitoring the figure in 2016. The highest figure was in 2016, when 155.7 million consumers said they would shop on Super Saturday, with the number slipping to 126.1 million in 2017 and rising to 134.3 million in 2018.
 
This year’s relatively high figure may come as a surprise, considering that previous NRF surveys indicated that shoppers were leaning into early Christmas shopping in 2020. 52% of the consumers surveyed for the federation’s annual Thanksgiving report this year said that they had already begun shopping before the holiday.
 
As of early December, NRF found that 85% of holiday consumers had begun shopping and had completed around 52% of their seasonal purchases. Nonetheless, similarly to last year, 54% of shoppers are planning to purchase their last gift in the week leading up to Christmas.
 
“Consumers have embraced an earlier start to the holiday season,” said NRF president and CEO Matthew Shay in a release, before going on to explain why many are still shopping for gifts. “They are spreading out their holiday shopping and taking advantage of sales and promotions from retailers in local communities and national brands.”
 
Indeed, among shoppers with more than half their shopping left to complete, NRF found that 23% were holding off for the best deals. Other reasons included being undecided about what to buy, cited by 37% of those surveyed, and waiting for suggestions of what to buy from family and friends (26%).
 
52% of consumers plan to do the remainder of their holiday shopping online, with 30% intending to visit department stores. Other popular shopping destinations include discount stores (20%), clothing and accessories stores (20%) and electronics stores (17%).
 
Thus far, the most popular gift category among holiday shoppers in 2020 has been clothing and accessories, mentioned by 45% of survey respondents. Toys came in second place, cited by 29% of those surveyed, followed by gift cards (28%), books and other media (27%) and electronics (23%).
 
NRF’s study surveyed 8,092 adult consumers from November 25 through December 4.

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