Half of U.S. adults will shop during final holiday weekend: ICSC Research

It isn’t over yet — far from it: During the final week before Christmas, more than four-fifths of U.S. adults plan to shop in stores or shopping centers for holiday gifts or other holiday items, according a report from by ICSC Research. Nearly half (48 percent) of adults intend to shop for the holidays this Friday, and 38 percent say they plan to do so Dec. 23, on what is popularly known as Super Saturday. More than one quarter (26 percent) will be out shopping for gifts and holiday merchandise on Christmas Eve.

Whichever of these days shoppers choose, physical stores will be their most popular channel: Of those planning to shop this Friday, 59 percent will be visiting physical stores exclusively, as will 55 percent of shoppers who are out on Super Saturday, and 61 percent of Christmas Eve shoppers.

Discount stores will be the top venue among shoppers visiting stores on Super Saturday, attracting 76 percent of them. Traditional department stores will draw 40 percent of shoppers out that day, while supermarkets and liquor stores will see 29 percent, and electronics and office supply stores will get 28 percent.

Malls and other shopping centers will be popular destinations on Super Saturday: About half (48 percent) of U.S. adults say they plan to visit them, according to the survey. Of these, 56 percent will shop, 35 percent will dine at restaurants, and 25 percent will see a movie.

The top reasons given for favoring physical retail during the final days of the Christmas season include the ability to see, touch and/or try on merchandise (42 percent); the desire to get items immediately (37 percent); avoidance of shipping costs (35 percent); and a wish to take advantage of deals and promotions (35 percent).

On average, between now and Christmas Day, adults intend to spend $240.50 on holiday gifts and other holiday items, food and beverage groceries, dining, entertainment and personal care services. Holiday shoppers have already spent, on average, $486.80 on gifts and other holiday goods, including $63.40 on gift cards, ICSC Research says.

Of all holiday shoppers, 91 percent say they have already made purchases from retailers with physical stores. Specifically, 79 percent went to the stores themselves, while 51 percent bought online from physical retailers.