The International Council of Shopping Centers (ICSC) has released its 2024 Super Saturday Survey, forecasting that 233 million people, or 89 percent of all adults in the U.S., plan to shop leading up to December 25. The survey, conducted online from December 11 to December 13, 2024, with a demographically representative U.S. sample of 1,008 respondents, shows that 71 percent of consumers plan to shop on Super Saturday alone, six percentage points higher than in 2023. ICSC President and CEO Tom McGee said, “Retailers are seeing strong consumer turnout during the 2024 holiday shopping season so far, and we expect this momentum to continue through the days leading up to December 25, including on Super Saturday.”
The report highlights that 94 percent of respondents plan to buy material products, while 64 percent plan to spend on experiences, such as dining and entertainment.
Physical stores remain essential to surveyed respondents’ holiday shopping experience, with 84 percent intending to shop in-store or visit a store to pick up an online order. Gen Z is expected to be a significant driver for this year’s holiday shopping season leading up to December 25, with more consumers in the demographic planning to spend compared to Gen X and Baby Boomers.
Super Saturday shopping forecast released
Additionally, 92 percent of Gen Z respondents plan to visit a shopping center. Respondents who plan to shop through December 25 noted in the survey that they aim primarily to finish gift shopping (53 percent) and take advantage of late-season deals and promotions (39 percent). When shopping for last-minute deals and promotions, 75 percent of respondents said price and value are the most important factors in choosing where to shop, followed by in-stock merchandise.
Convenience was also noted as valuable to surveyed respondents, with 38 percent noting proximity to home or other stores as the most important, and 30 percent noting speedy pickup and shipping options. ICSC is a membership trade association serving the commercial real estate and retail industries. The association’s Super Saturday Survey provides insights into consumer behavior and expectations during the final days of the holiday shopping season.
