While Super Saturday has passed, the International Council of Shopping Centers sees last minute retail sales potential right until Christmas Eve.
According to an ICSC survey, 20% of adults plan to shop for holiday gifts and holiday related items on Christmas Eve. The research indicated that 11% of adults plan to only shop in stores, 4% of adults plan to only shop online and 5% of adults plan to shop both in stores and online.
In terms of demographics of last-minute shoppers, according to the survey 34% of Millennials plan to spend on Christmas Eve; 21% of Generation X plan to spend on Christmas Eve; and 10% of Baby Boomers plan to spend on Christmas Eve.
“Even with the long holiday season this year, a fifth of adults plan to shop up until Christmas Eve” said Tom McGee, president and CEO of ICSC. “With so much last minute shopping, I expect that many consumers will take advantage of local merchants and omnichannel retailers, either going to stores so they can get the merchandise right away or leveraging click and collect.”
The 2016 ICSC Super Saturday study was conducted by Opinion Research Corporation on behalf of ICSC from December 8 to 11, 2016. The survey represents a demographically representative U.S. sample of 1,025 adults of 18 years of age and older.