Hardware Retailing The Industry's Source for Insights and Information
With just a few days left to shop before Christmas, National Retail Federation (NRF) vice president of industry and consumer insights Katherine Cullen shared some additional insights into Super Saturday, taking place Dec. 20.
Earlier this week, NRF released its predictions for Super Saturday, predicting a record 158.9 million shoppers will make purchases on Saturday. That figure is up from 159.2 million last year, and surpasses the previous record of 158.5 million estimated shoppers in 2022.
“With only five days remaining before Dec. 25, consumers will embrace multiple channels,” Cullen says. “This year, 71.6 million consumers plan to shop both in store and online this year, which is up from 69.5 million last year. Additionally, 46.2 million people plan to shop exclusively in stores, while another 41.1 million plan to shop exclusively online.”
Looking ahead to the end of the year, Cullen says 70% of consumers will shop the week immediately after the Christmas holiday, consistent with previous years. The top reasons for shopping after Christmas include to take advantage of holiday sales and promotions and use gift cards received during the holiday.
“Even with record turnout during the Thanksgiving holiday weekend, consumers had completed just over half of their shopping on average by early December,” Cullen says. “Many were still figuring out what to buy, had other financial priorities before December or were waiting for family and friends to let them know what gifts they wanted.”
