Nearly 148 Million Americans to Shop Super Saturday

Super Saturday continues to be the biggest shopping day of the year with an estimated 147.8 million U.S. consumers expected to participate, up from 134.3 million last year, according to the annual survey released today by the National Retail Federation and Prosper Insights & Analytics.

The number of people shopping on Super Saturday includes both in-store and online activity. The number compares with the 189.6 million unique shoppers over the full five-day Thanksgiving weekend.

“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.”

As of early December, 86 percent of holiday consumers had started shopping and they had completed 52 percent of their purchasing for the season. Last year at the same point, 88 percent of consumers had started and had completed 58 percent of their holiday purchases on average. In 2013, the last time there were 26 days between Thanksgiving and Christmas, consumers had completed 50 percent of their purchases at the same point.

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More than half (56 percent) of holiday shoppers plan to purchase their last gift during the week before Christmas, and 62 percent are expected to shop on Super Saturday.

“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.”

And shopping does not end with Christmas. The survey found that 68 percent of holiday consumers will likely shop the week after Christmas (December 26 through January 1). They plan to take advantage of post-holiday sales and promotions (49 percent) and use gift cards (27 percent). Younger consumers ages 18-24 are the most likely (84 percent) to shop the week after Christmas.