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Ready for Super Saturday?
Bloomberg News
Dec. 20, 2018 2:25 pm
Waiting until the weekend to do your holiday shopping? You're not alone: This Saturday may be the biggest spending day of the year.
Although Black Friday used to be America's biggest single shopping day, the final Saturday before Christmas took the title four or five years ago as more retailers began their Black Friday sales on Thanksgiving Day - or weeks before, said Craig Johnson, president of Customer Growth Partners.
U.S. shoppers will spend an estimated $26 billion on Dec. 22, beating the $24 billion they shelled out on the day after Thanksgiving, the industry researcher said.
'Black Friday is not quite the epic event it used to be,” Johnson said. As holiday sales inch earlier, demand gets 'pulled forward from Black Friday proper.”
Black Friday, now almost four weeks past, was still a wildly successful day for most retailers. With America sporting a growing economy, low fuel prices and rising wages, consumers spent big on the unofficial holiday.
More than 165 million U.S. consumers shopped during the five-day Thanksgiving weekend, according to the National Retail Federation, spending $7.9 billion online on Cyber Monday alone, Adobe Analytics said.
The buying surge helped boost retail-sales figures from the Commerce Department 0.2 percent in November, topping forecasts.
On a single-day basis, however, this Saturday - dubbed 'Super Saturday” in some retail circles - will be even bigger. According to the International Council of Shopping Centers, 44 percent of U.S. adults plan to shop for holiday presents or related items on Saturday, spending an average $173 in-store and online.
That's up from the 38 percent who shopped on Super Saturday last year.
Part of that is because confident customers are spending more in total this season, but it's also due to where Christmas falls on the calendar.
With Dec. 25 landing on a Tuesday, there are two full travel days between Saturday and the official holiday, rather than the one travel day last year's Monday Christmas offered.
That gives procrastinating shoppers all day Saturday to spend before packing their bags for Sunday or Monday departures.
'If Super Saturday occurs and Christmas is Sunday, then it slows it down. It's hard to buy gifts when you're on an airplane,” Customer Growth Partners's Johnson said. 'The classic weekend is perfectly situated for all these procrastinators.”
More that 40 percent of people shopping this coming weekend still plan to go into physical stores, the International Council of Shopping Centers said - even though some online orders placed on Saturday could still arrive by Christmas Eve.
And what if Dec. 25 rolls around and you've still forgotten to shop?
Starbucks Corp. says it has you covered. Many of its locations will be open on Christmas Day and selling mugs, coffee beans and gift cards to those last-minute shoppers truly cutting it close.
Bloomberg Shoppers wait at the checkout counter to pay for their purchases at a Bass Pro Outdoor World store on Black Friday in Tampa, Fla., on Nov. 23.
Bloomberg Shoppers take the escaltors at a J.C. Penney store in Garden City, New York, on Nov. 22.
Bloomberg Customers purchase merchandise at a Target store opening ahead of a recent Black Friday in Chicago.