More than 148 million Americans plan to shop on “Super Saturday,” according to NRF • The Toy Book

Vacation Shopping | Source: Pixabay

The finish line for the 2021 holiday shopping season is fast approaching, and the National Retail Trade Federation (NRF) says consumers are gearing up to show up in droves for the final push.

NRF data shows that more than 148 million Americans plan to do holiday shopping on “Super Saturday” – the last Saturday before Christmas. That number, which includes visits to physical stores and digital sales, is down slightly from last year, but up from 2019.

In a year marked by supply chain challenges, many consumers received the message to buy early, and this was particularly evident in toy shelves where outlets remained strong as late shipments have started to fill the shelves.

“Retailers have started preparations for the holiday season months in advance, offering an early seasonal inventory and taking preventative measures to bypass supply chain challenges exacerbated by the pandemic,” said Matthew Shay, President and CEO of NRF. “Consumers have responded with increasing eagerness to kick off the holiday shopping season earlier, and they expect this momentum to continue into the final weeks of the year. “

According to recent NRF survey results, more than 54% of consumers started early this year with purchases made before Thanksgiving and 84% started shopping before December.

Toys and games continue to rank as the second most popular gift category for consumers with over 30% of survey respondents indicating they have purchased toys this season. Only clothes (44%) outperform toys for space in shoppers’ baskets.


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