Retailers are bracing for one of the busiest shopping days of the holiday season as the National Retail Federation (NRF) projects a record number of consumers to shop on Super Saturday, the final Saturday before Christmas.
According to NRF’s latest survey with Prosper Insights & Analytics, an estimated 158.9 million Americans plan to shop on Super Saturday in 2025—surpassing last year’s turnout and eclipsing the previous high set in 2022. This projected figure marks a notable peak in holiday consumer activity.
Omnichannel Shopping and Retail Traffic Trends
Shoppers are expected to embrace both digital and physical channels more than ever. Nearly 45 percent of planned Super Saturday shoppers intend to shop both online and in-store, reflecting the continued strength of omnichannel retail and evolving consumer preferences. Of the remainder, 29 percent plan to shop exclusively in-store, while 26 percent plan to shop online only.
The NRF notes that top destinations for last‑minute purchases include e‑commerce platforms, department stores, and discount retailers, highlighting retailers’ need to align inventory and fulfillment strategies to meet fast‑moving demand across channels.
Holiday Shopping Still Underway
Despite the season’s progression, many consumers still have gift lists to complete—on average, just over half of holiday purchases had been made as of early December. This extended shopping behavior further emphasizes Super Saturday’s importance as a revenue driver.
In addition to traditional gifts like clothing, accessories, and toys, gifts of experience—such as event tickets or classes—are increasingly popular, underscoring shifting preferences in holiday spending.
