148 million Americans plan to shop on Super Saturday! These categories are the most popular

According to an annual survey recently released by the National Retail Federation (NRF) and Prosper Insights & Analytics, more than 148 million consumers in the United States plan to shop in-store and online on the last Saturday before Christmas this year. This number is slightly lower than the 150 million consumers expected last year, but an increase from the 147 million consumers expected in 2019.

With the date falling exactly one week before Christmas, the number of expected Super Saturday shoppers is the third highest reported since NRF began tracking the number in 2016. Just over a quarter of consumers (27%) plan to shop entirely in-store, with another third (32%) planning to shop exclusively online. However, the majority (41%) expect to use a combination of both channels.

The survey found that 42% of people plan to buy their last gift by December 18, up from 40% a year ago. More than half (52%) expect they will still pick out last-minute gifts in the week leading up to Christmas.

Nearly half (48%) of consumers prefer to buy online, with other top destinations including department stores (34%), discount stores (21%), clothing and accessories stores (20%) and local and small businesses (16%).

By far the most popular gifts include clothing and accessories (44%), toys (30%), books and other media (26%), gift cards (25%) and electronics (20%).

Supply chain issues have also eased, with the majority (71%) of consumers saying they can mostly find the items they are looking for. And spending intentions are high, with two-thirds (67%) saying they are confident they will be able to find the gifts and other items they need for this holiday season.

Additionally, the survey found that 65% of consumers also plan to shop during the week after Christmas. The top reasons consumers plan to shop during this time are to take advantage of deals and promotions (42%) and to use gift cards (24%).

The NRF defines the holiday season as November 1 to December 31, and predicts that holiday sales will increase 8.5% to 10.5% over 2020, to between $843.4 billion and $859 billion. The 2021 holiday season appears on track to be up as much as 11.5% over last year.

Editor ✎ Xiao Zhu/

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