NRF: 155 Million To Shop Super Saturday

If figures from the National Retail Federation prove correct, a large number of Americans will be shopping their favorite stores and websites on Super Saturday.

Results of a recent survey from the NRF and Prosper Insights & Analytics found that 155.7 million people will be shopping for holiday gifts on Saturday, December 17.

According to the NRF, consumers for the first time in the survey’s history were asked if they are planning to or considering shopping on what NRF officials are calling Super Saturday. The survey found that more people said they planned to shop on the second to last Saturday before Christmas than those who said they planned to shop over Thanksgiving Weekend.

“While many consumers got a head start with holiday shopping by taking advantage of extraordinary sales over Thanksgiving weekend, more shopping and great deals are yet to come,” said Matthew Shay, NRF president and CEO. “We expect retailers will once again be competitive on price and value options in the final stretch, especially on Super Saturday.”

Similar to previous years, only 10% of consumers said they have completed their holiday shopping. The average holiday shopper has completed 52.5% of their shopping, down from last year’s 53.5%, the NRF survey found.

Last-minute shoppers said they are planning to purchase their gifts at various retail outlets: online (52%), department stores (42%), discount stores (27%), clothing or accessories stores (21%), electronics stores (18%), local/small business (14%) and grocery/supermarket stores (13%).

As far as the kind of gifts consumers have purchased this season, the survey found 50% purchased clothing or clothing accessories; 36% toys; 34% gift cards/gift certificates; 33% books, CDs, DVDs, videos or video games; and 23% consumer electronics or computer-related accessories.

The survey, which asked 6,890 consumers about holiday shopping plans, was conducted December 1 through December 7 and has a margin of error of plus or minus 1.2 percentage points.