Research + Studies
Super Saturday (Dec. 22) will be a busy one at stores and shopping centers: Forty-four percent of all U.S. adults plan to shop that day, and 92 percent of these shoppers will make gift purchases from brick-and-mortar retailers, according to ICSC Research.
More specifically, 85 percent will visit the stores themselves, while 47 percent will patronize omni-channel retailers’ websites, according to the report, titled Cutting It Close: Strong Holiday Shopping on Super Saturday. About 39 percent will buy online and collect the merchandise at the store. What’s more, many of these click-and-collect shoppers — 66 percent to be exact — will spend more when they pick up their items.
Half of U.S. adults will visit malls and/or other shopping centers this Saturday. Sixty-three percent of these visitors will shop, 45 percent will dine and 57 percent of them will see a movie or engage in some other entertainment or activity. Among Millennials (those aged roughly 20-37), 67 percent will head to malls and/or other shopping centers, as will 57 percent of Gen X-ers (38–53) and 33 percent of baby boomers (ages 54–72).
Super Saturday shoppers plan to spend, on average, $173.10 on gifts
The busiest retailers Saturday will be discount department stores, which will be patronized by 76 percent of shoppers; traditional department stores (48 percent); wholesale clubs and supermarkets (39 percent); electronics and office-supply stores (35 percent); and dollar/variety stores (29 percent).
Super Saturday shoppers plan to spend, on average, $173.10 on gifts. Gen X-ers will spend the most ($204 on average), followed by Millennials ($163.70) and boomers ($143.40). Gift cards remain a popular option, with 67 percent of Super Saturday shoppers planning to buy one, spending on average $68.70.
By Edmund Mander