Omni-channel shopping is expected to dominate, with 71.6 million consumers, or 45 per cent, planning to shop both online and in-store, up from 44 per cent last year. Among single-channel shoppers, 29 per cent plan to shop exclusively in physical stores, while 26 per cent intend to buy only online, the NRF said in a press release.
“As the final Saturday before December 25, Super Saturday is a significant shopping event for both consumers and retailers,” said Katherine Cullen, NRF 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.”
The online platforms remain the leading destination for final purchases, cited by 46 per cent of shoppers, followed by department stores at 33 per cent and discount stores at 26 per cent. Clothing and accessories are the most popular gifts so far, chosen by 48 per cent of consumers.
A broader gift preference breakdown shows clothing or accessories leading at 54 per cent, and home décor or furnishings stood at 19 per cent.
Despite the late surge, consumers had completed just over half of their holiday shopping by early December. Those still with more than half of their lists unfinished cited uncertainty over gift choices, competing financial priorities and waiting for recipients’ preferences as key reasons.
Looking beyond Christmas, 70 per cent of consumers expect to shop in the week after December 25, primarily to take advantage of post-holiday sales and to redeem gift cards, added the release.
NRF defines the holiday season as November 1 through December 31 and has forecast total holiday spending to surpass $1 trillion for the first time, growing between 3.7 per cent and 4.2 per cent year on year.
The survey was conducted among 8,005 adult consumers between December 1 and 10.
ALCHEMPro News Desk (SG)
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