For years, the day after Thanksgiving — better known as Black Friday — has been the most popular day to go shopping. That’s about to change.
A new study released today said the biggest shopping day of the holiday season will be this Saturday (Dec. 17).
According to the National Retail Federation and Prosper Insights & Analytics, 156 million Americans are expected to buy goods on what’s being billed as Super Saturday.
“While many consumers got a head start with holiday shopping by taking advantage of extraordinary sales over Thanksgiving weekend, more shopping and great deals are yet to come,” said NRF president and CEO Matthew Shay. “We expect retailers will once again be competitive on price and value options in the final stretch, especially on Super Saturday.”
The survey found that one in 10 people have completed their holiday shopping. The average shopper has purchased 52.5 percent of what he or she plans to buy for the season, a slight drop from 53.5 percent in 2015.
What’s more, 38 percent of people polled said they expect to finish holiday spending before Dec. 18, up from 33 percent of those asked last year.
The survey asked 6,890 people about their holiday shopping plans.
And more retail activity could come right before the holidays. About 12 percent of consumers said they would buy their last gift on Dec. 23, in hopes of massive markdowns.
It’s no surprise, though, that a bulk of the retail flurry is expected to occur online.
The study found that 52 percent of last-minute shoppers would buy online, with 42 percent heading to department stores, 27 percent visiting discount outlets, 21 percent at clothing and accessories stores and 18 percent making their purchases at electronics stores.
“Even though there is still a lot of shopping left for the season, we are seeing millennials continue the trend of an optimistic outlook heading into the final stretch,” said Prosper’s principal analyst Pam Goodfellow. “Although they tend to be most conservative holiday spenders, nearly half of those 18 to 24 say they are planning to spend ‘more’ this year compared to last, significantly higher than their older counterparts.”