Shopping on Super Saturday this year won’t be as crowded as last year, though retailers can expect transactions to be brisk.
In terms of revenues, the International Council of Shopping Centers is predicting the largest Super Saturday ever, in effect culminating what’s been a good holiday season for most retailers.
According to ICSC data:
- 35 percent of American adults plan to shop for the holiday on Super Saturday
- 55 percent will limit their shopping to physical stores on Super Saturday to get last-minute gifts on time
- Consumers on average will spend $240.50 during the final week before Christmas.
The average holiday shopper has already spent $486.80 on holiday-related items, according to the ICSC.
But the crowds won’t be as big, with the National Retail Federation estimating that 126 million Americans will be shopping either online or in the stores on Super Saturday. That compares to 154 million who shopped last year on Super Saturday, according to NRF data. It’s believed many Americans shopped more earlier in the season this year.
Super Saturday is always the Saturday before Christmas and is always the biggest or second-biggest shopping day of the year.
This Saturday in the malls, it won’t be all about shopping.
According to the ICSC:
- 56 percent of Americans will shop
- 35 percent will dine and 25 percent will see a movie.
- 9 percent will go to the gym or participate in rock climbing, bowling, indoor skydiving or other family-friendly experiences.
“After a strong Black Friday and Cyber Monday, the spending trend looks to continue all the way up until Christmas Day,” said ICSC president and chief executive officer Tom McGee. “What this year’s Super Saturday weekend will show is the importance of physical retail in today’s evolving marketplace. This holiday shopping season demonstrated incredibly strong performance from shopping centers and malls, ending 2017 on a high note.”
The 2017 ICSC Super Saturday Study was conducted by Opinion Research Corporation on behalf of ICSC from Dec. 14-17, 2017. ICSC said the survey represents a demographically representative U.S. sample of 1,020 adults, at least 18 years old.