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148 Million Americans Plan to Shop Super Saturday

National Retail Federation

More than 148 million consumers plan to shop in-store and online on the last Saturday before Christmas this year, according to the annual survey released today by the National Retail Federation and Prosper Insights & Analytics. The number reflects a slight drop from last year when 150 million consumers were expected to shop but an increase from the 147 million expected shoppers in 2019.

“Retailers began preparations for the holiday season months in advance, offering seasonal inventory early and taking preventative measures to circumvent supply chain challenges exacerbated by the pandemic,” NRF President and CEO Matthew Shay said. “Consumers have responded with a growing eagerness to kick off the holiday shopping season early, and they expect to carry that momentum through the last few weeks of the year.

With the date falling exactly one week before Christmas, the number of anticipated Super Saturday shoppers is the third-highest reported since NRF began tracking this figure in 2016. Just over a quarter of consumers (27 percent) plan to shop exclusively in-store and another third (32 percent) plan to shop online only. However, most (41 percent) expect to use a combination of the two channels.