As Super Saturday Approaches, Nearly Half Still to Complete Holiday Shopping

Super Saturday Washington–Super Saturday, Dec. 21, could be one of the most super for retailers. Already forecast as having the potential to out perform Black Friday, Super Saturday may get even more of a boost because of the fewer shopping days between Thanksgiving and Christmas. Not to mention nearly half of shoppers have yet to finish their shopping.

According to the National Retail Federation’s latest holiday survey conducted by Prosper Insights & Analytics, as of Dec. 9, the average holiday shopper had completed half (49.9%) of their shopping, slightly less than the 56.5% that had completed their shopping by this time last year. Specifically, 32 million or 14% said they have not even started, while another 20 million or 8.9% say they are already finished.

“A late Thanksgiving that fell in place with Hanukkah, and the shorter season overall, make these last two weekends of utmost importance for all holiday shoppers,” said Prosper’s Consumer Insights Director Pam Goodfellow. “Given the tremendous growth in online shopping this holiday season, retailers can expect to see much excitement around their multichannel offerings, especially free shipping deals that guarantee Christmas delivery– leaving much of the footwork out of it for busy Americans.”

Although consumers still have items to check off their holiday gift lists, November retail sales numbers reveal that despite the shorter holiday season, retailers are still on track to meet NRF’s holiday sales forecast of 3.9% growth.

About the Survey

The NRF 2013 holiday consumer spending survey was designed to gauge consumer behavior and shopping trends related to the winter holidays. The survey polled 6,324 consumers and was conducted for NRF by Prosper Insights & Analytics December 5 to 9. The consumer poll has a margin of error of plus or minus 1.0 percentage points.


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