Super Saturday Shoppers Expected to Total Nearly 148M

The Saturday before Christmas is expected to be the biggest shopping day of the year – by far.

December 21, 2019

Super Saturday is set to continue its holiday tradition of being the largest shopping day of the year by garnering 147.8 million shoppers this year, up from 134.3 million last year, according to numbers by

the National Retail Federation and Prosper Insights & Analytics.

“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,” says Matthew Shay, chief executive officer and president, NRF. “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.”

The numbers include both in-store and online activity, compared to the 189.6 million shoppers over the entire five-day Thanksgiving weekend.

According to the NRF, 86 percent of holiday consumers started shopping by early December,

and they had completed 52 percent of their purchasing for the season. At the same point last year, 88 percent of consumers started shopping, with an average completion rate of 58 percent. The last time there were 26 days between Thanksgiving and Christmas, in 2013, consumers had completed 50 percent of their purchases at the same point.

Fifty-six percent of shoppers plan to purchase their last gift during the week before Christmas, while 62 percent are expected to shop on Super Saturday.

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