Move over Black Friday! Step aside Cyber Monday! According to the National Retail Federation (NRF), “Super Saturday (the Saturday before Christmas) is the biggest retail shopping day of the year. And for small business retailers, it’s a key day to clear the shelves — a shopping day even bigger than the five days of Thanksgiving.

“While many people started holiday shopping early, those who waited until Thanksgiving weekend are feeling the pressure due to the limited number of days this year between Thanksgiving and Christmas,” NRF President and CEO Matthew Shay said. “But there is still time to catch up. The last Saturday before Christmas has become the biggest shopping day of the year, and we expect an impressive turnout by procrastinators and those who just want to take advantage of really good deals.”

According to a survey by the NRF and Prosper Insights & Analytics, this Super Saturday (December 21, 2019), an estimated 147.8 million U.S. shoppers are expected to participate, up from 134.3 million last year.

Retail shoppers since Black Friday

86% | Percentage of holiday consumers who had started shopping since mid-December
52% | Percentage of holiday consumers who have finished their purchases for the season

In 2013, the last time there were only 26 days between Thanksgiving and Christmas, consumers had completed 50 percent of their purchases at the same point.

“Most of us are guilty of having that one last gift we need to buy,” Prosper executive vice president of strategy Phil Rist said. “Men and younger consumers continue to be the biggest procrastinators and are expected to turn out in force on Super Saturday.”

Percentage of shoppers who have already purchased items from these gift categories (more than one category could be chosen

49% | Clothing
31% | Toys
28% |Gift cards
27% | Books and other media
24% | Electronics
25% | Gifts of experience (concerts, sporting events)

Shopping does not end with Christmas

68% | Percentage of holiday consumers who say they will likely shop the week after Christmas
49% | Percentage of post-holiday shoppers will take part in sales and promotions
27% | Percentage of post-holiday shoppers will use gift cards
84% | Percentage of consumers ages 18-24 who are most likely to shop the week after Christmas.

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