The recently completed 2025 ICSC Super Saturday Survey indicated 89% of consumers, representing 238 million adults in the United States, plan to shop in the final days before December 25, matching 2024 levels and up from 82% in 2023.
On Super Saturday, 76% of adults, or 203 million people, plan to shop, up five percentage points from 2024 and 12 percentage points from 2023, the former International Council of Shopping Centers noted.
In-store shopping will remain available as delivery deadlines loom, ICSC observed. As such, 88% of consumers intend to shop in physical stores and 79% plan to visit a retail property, led by GenZers at 89%, and Millennials at 86%. Almost six in 10 dollars spent between now and December 25 will involve a store visit, the organization added, including for click-and-collect buys.
As shopping gets more techy, 53% of consumers responding to the survey said they plan on using AI in comparing prices, finding deals and generating gift ideas in the final days before December 25, ICSC noted, led by Gen Z at 73% and Millennials at 66%. In the current macroeconomic environment, 91% of shoppers said higher prices will impact purchasing, in line with 2024. Many such shoppers have limitations in mind including sticking to a budget, for 41%, buying fewer items (39%) and comparison shopping online for the best deals (38%). Most consumers remain financially disciplined, with 66% saying they are currently on or under budget, with fewer shoppers reporting that they are over budget (15%) than was the case in 2023 (21%),or 2024 (19%).
Deal-seeking is one reason a lot of shoppers have waited to make purchases until late in the holiday season, with 42% of consumers saying they have done so specifically to find promotions, up from 39% in 2024 and 35% in 2023, ICSC maintained. In a similar vein, value is the top deciding factor for 74% of consumers when choosing where they’ll shop.
At the same time, planned spending on entertainment and activities increased year-over-year in the ICSC survey, rising from 25% in 2023 to 27% in 2024 to 31% in 2025.
“The final weeks of the holiday shopping season are critical for retailers to entice last-minute shoppers, and this year is no exception,” Tom McGee, ICSC president and CEO. “Value may be driving decisions, but price-sensitivity isn’t keeping shoppers away. Nearly nine in 10 consumers plan to shop in the days leading up to December 25, and it’s a particularly important milestone for physical stores, as consumers trust them with last-minute purchases to get gifts in time for the holidays. Retailers must offer a memorable, differentiated experience, not just a product and a price tag, to build long-term loyalty and be a part of holiday plans this year and beyond.”
