A record-breaking 158.9 million consumers plan to shop on the last Saturday before Christmas 2025, according to an annual survey released today by the National Retail Federation and Prosper Insights and Analytics.
The figure surpasses 157.2 million consumers who were ready to shop Super Saturday 2024 and the record of 158.5 million established for the date in 2022.
NRF expects Super Saturday shoppers to embrace multiple channels this year, with 45% planning to participate both in-store and online, up from 44% in 2024. For those planning to focus on a single channel, 29% will shop exclusively in-store, while 26% will do so online.
Top destinations consumers plan to visit as they finish their holiday shopping include online retailers for 46%, department stores for 33% and discount stores for 26%. Seven in 10 consumers plan to continue shopping in the week immediately after December 25 with 45% citing post-holiday sales and promotions, an 26% planning to use gift cards.
Consumer polled had completed just more than half of their holiday shopping by early December. Those consumers who still had more than half of the items left on their shopping lists said the top reasons they weren’t done included still trying to figure out what to buy (33%), having other financial priorities before December (25%), and waiting for family and friends to let them know what gifts they wanted (23%).
“As the final Saturday before December 25, Super Saturday is a significant shopping event for both consumers and retailers,” said Katherine Cullen, NRF vice president of industry and consumer insights. “This year’s event falls only five days before the Christmas holiday, and consumers will shop across retailers and channels in search of the final gifts on their lists and other holiday items they need to complete a memorable holiday season.”
Prosper Insights and Analytics executive vice president of strategy Phil Rist added, “Along with tangible items, gifts of experience continue to be a popular choice for people looking to create memories with loved ones. Three in 10 shoppers plan to give an experience this year, such as art classes or tickets to an event. This figure has grown in popularity over the past 10 years, when only 22% of shoppers expected to give an experience in 2015.”
