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Retailers gearing up for a ‘Super Saturday’

BY Marianne Wilson

Saturday, Dec. 22, is shaping up as one of the busiest shopping days of the year.

This year’s Super Saturday is expected to be the second-busiest day for holiday in-store traffic, according to ShopperTrak, second only to Black Friday. The timing of the last Saturday before Christmas this year bodes well for retailers as it falls three days before Christmas.

According to a report by the National Retail Federation and Prosper Insights & Analytics, 56% of holiday shoppers – about 134 million people, up from 126 million last year – plan to shop this Saturday. The percentage represents about 134 million people, up from 126 million last year. Of consumers who had completed half or less of their shopping, 44% said they were still deciding what to buy, up from 42% last year.

As of December 12, consumers still shopping planned to make their remaining purchases online (51%), at department stores (41%), discount stores (25%), apparel stores (21%), electronics stores (17%), local/small businesses (14%) and grocery stores (13%), the NRF report said.

“Having made their lists and checked them twice, holiday shoppers have been out in full force these last few weeks, but many are still waiting to complete their shopping this weekend,” NRF president and CEO Matthew Shay said. “Retailers will use every opportunity to see that shoppers have a great experience in these final few days. Whether looking for competitive prices, festive in-store events or last-minute online shipping deals, retailers are ready to deliver.”

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