Super Saturday: 142 million one-day Christmas shoppers expected in 2023

Christmas Eve falling on a Sunday this year has given Americans an opportunity for a weekend of shopping right before the holiday. On December 23, the busiest shopping day of the year after Black Friday, an estimated 142 million shoppers are expected to hit stores or shop online. This is a significant increase from the 126 million consumers who shopped in 2017, the last time Super Saturday occurred on December 23.

In-store shopping appears to be the preferred method for last-minute gift seekers this weekend, possibly due to concerns about online purchases not arriving on time. About 37% of Super Saturday shoppers surveyed plan to exclusively shop in stores, compared to 28% last year when Super Saturday fell eight days before Christmas.

A recent survey by the National Retail Federation reveals that American consumers are still resilient despite a slight slowdown in consumer spending. The NRF had projected record holiday spending for November and December, with an estimated growth of 3% to 4% compared to the previous year, amounting to approximately $967 billion.

The survey also indicates that Americans are likely to continue shopping through the end of December and into early January. Seventy percent of consumers surveyed said they plan to shop in the week following Christmas, primarily to take advantage of holiday sales and promotions.