An estimated 233 million Americans – 89% of all U.S. adults – planned to shop leading up to Dec. 25, and on “Super Saturday” alone, 71% of consumers planned to shop, 6 percentage points higher than in 2023. (The NRF projected a similar surge for that day.) The ICSC’s findings are contained in a just-concluded consumer survey of a demographically representative sample of 1008 U.S. respondents.
Other findings from the ICSC survey include:
- Ninety-four percent planned to spend on goods, while 64% plan to spend on experiences, such as dining, entertainment, and personal services.
- Physical stores remained an important part of holiday shopping, as 84% of shoppers intended to shop in store or visit a store to pick up an online order.
- Gen Z was expected to be a major force in holiday shopping leading up to Dec. 25; more Gen Z consumers planned to spend compared Gen X and Baby Boomers and 92% – more than any other generation – planned to visit a shopping center.
- Consumers who planned to shop through Dec. 25 were primarily aiming to finish gift shopping (53%) and take advantage of late season deals and promotions (39%).
- As shoppers searched for deals and promotions, 75% of consumers said price and value was the most important factors in choosing where to shop, followed by in-stock products.
- Convenience was also valuable, as 38% said proximity to home or other stores was the most important and 30% noted speedy pickup and shipping options.
“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,” said ICSC President and CEO Tom McGee. “While consumer focus remains on value and deals, shoppers will also be focused on efficiently completing their last-minute holiday shopping. Retailers that successfully offer a variety of convenient shopping and fulfillment methods and maintain their product availability and stock are poised for success as we close out this strong holiday shopping season.”
Click here for more from the ISCS study.
