An estimated 157.2 million American consumers plan to shop on the upcoming Super Saturday, the peak of the holiday shopping season, according to a new survey by the National Retail Federation (NRF) and Proper Insights & Analytics. If this prediction holds, it would mark the second-largest Super Saturday turnout ever, trailing only the 2022 record of 158.5 million shoppers.
According to the survey, the most popular holiday gifts this season include clothing and accessories (50%), toys (32%), gift cards (26%), books, video games, and other media (24%), personal care and beauty products (24%), and jewelry (20%).
The survey also reveals that many consumers have yet to complete their holiday shopping, primarily due to indecision (37%), other financial priorities (27%), and waiting for gift requests from friends and family (24%). Additionally, it highlights a growing trend toward multi-channel shopping: 69.5 million shoppers (44%) are expected to shop both in-store and online, compared to 49.4 million planning to shop only in stores (31%) and 38.2 million opting for online-only shopping (24%).
