Record 158 million U.S. shoppers expected to shop Super Saturday 2022: NRF

By

Benjamin Fitzgerald

Published
Dec 14, 2022

More than 158 million U.S. consumers are expected to shop on the last Saturday before Christmas this year, according to an annual survey released today by the National Retail Federation (NRF).

The American retail body, in conjunction with Prosper Insights & Analytics, said it predicts approximately 10 million more shoppers to take part in this year's Super Saturday, compared to last year’s expected number, making it the highest number since NRF first started tracking the data in 2016.

By retail channel, some 44.1 million (28%) plan to shop only in stores, 42.2 million (27%) plan to shop only online, and 72.2 million (46%) plan to shop both in stores and online, according to the NRF.

“Consumers have been shopping in record numbers this year, purchasing holiday items for friends and loved ones,” NRF president and CEO, Matthew Shay said.

“With Super Saturday falling eight days before Christmas, retailers are prepared to help shoppers fulfill their last-minute purchases that will make this holiday season memorable.”

As of early December, holiday shoppers said they had completed about half (53%) of their purchases, and plan to finish their holiday purchases online (47%), at department stores (37%), at discount stores (27%), at clothing/accessories stores (24%) and at grocery stores (19%).

The top gifts consumers have bought so far include clothing (50%), toys (34%), gift cards (28%), books and other media (26%), and food or candy (23%), the report added.

This year, 28% of holiday shoppers plan to give a gift experiences such as tickets to a concert or sporting event, a gym membership, spa service or art class. This is up from 23% last year and is the highest since NRF began asking consumers this question in 2015.

Additionally, 70% said their shopping plans include buying after Dec. 25. This is on par with pre-pandemic levels for post-Christmas shopping.

“Strong shopping is expected after Christmas as holiday shoppers aim to take advantage of retailers’ sales and promotions,” Prosper executive vice president of Strategy Phil Rist said. “In the week following Christmas Day, we expect to see consumers maximize holiday sales and promotions, use gift cards and return or exchange unwanted gifts.”

Meanwhile, the way consumers prefer to pay for holiday purchases is shifting. About half (52%) of consumers saif they are using alternative payments or digital wallets. This is up from 44% last year and compares with only 39% in 2019.

The most common alternative payment is PayPal (32%), followed by Apple Pay (14%) and CashApp (12%). About three-quarters (76%) of those aged 18 to 24 said they have used an alternative payment method or digital wallet so far this holiday shopping season. 

NRF forecasts that retail sales will grow between 6% and 8% over 2021 to between $942.6 billion and $960.4 billion, for the holiday season from Nov. 1 through Dec. 31, 2022.