Surveys

NRF Releases Super Saturday Predictions

SurveysDec 16, 2021

NRF Releases Super Saturday Predictions

It predicts fewer people will shop the final Saturday before Christmas than last year.

It predicts fewer people will shop the final Saturday before Christmas than last year.
Washington—The National Retail Federation is predicting less last-minute holiday shopping this year than in 2020.
 
According to its latest survey conducted in partnership with Prosper Insights & Analytics, more than 148 million consumers will shop in-store and/or online on “Super Saturday,” or the last Saturday before Christmas.  
 
That’s fewer than last year, when 150 million were expected to shop on Super Saturday, but up from 2019 when 147 million were predicted to shop. 
 
“Retailers began preparations for the holiday season months in advance, offering seasonal inventory early and taking preventative measures to circumvent supply chain challenges exacerbated by the pandemic,” NRF President and CEO Matthew Shay said. 
 
“Consumers have responded with a growing eagerness to kick off the holiday shopping season early, and they expect to carry that momentum through the last few weeks of the year.”
 
The NRF began tracking Super Saturday statistics in 2016. This year, the Saturday prior to Christmas is exactly one week ahead of the holiday, falling on Dec. 18. 
 
It’s basing its 2021 predictions on a survey of 7,453 adults conducted between Nov. 24 and Dec. 3. 
 
Approximately 27 percent of consumers will shop in-store only and 32 percent online-only, while 41 percent will do both. 
 
Shoppers are expected to spend an average $997.73 on holiday purchases this year. 
 
 Related stories will be right here … 
 
Shopping is happening on the early side this year, with a record 42 percent of respondents saying they hoped to purchase their last gift by Dec. 18, up from 40 percent last year. 
 
A majority, 52 percent, plan to finish their shopping in the week leading up to Christmas. 
 
In November, almost 180 million Americans shopped in the five-day window encompassing Thanksgiving, Black Friday, and Cyber Monday. By early December, 84 percent of shoppers had begun their holiday shopping. 
 
Of the destinations where consumers will spend their money this holiday period, online comes in first (48 percent), followed by department stores (34 percent), discount stores (21 percent), clothing and accessories stores (20 percent), and local and small businesses (16 percent). 
 
This year, they’re shopping for clothing and accessories (44 percent), toys (30 percent), books and other media (26 percent), gift cards (25 percent) and electronics (20 percent).
 
Nearly one-quarter of survey respondents (23 percent) said their gifts would include some type of “experience.”
 
Experts say early shopping this year is due to consumers avoiding global supply chain constraints. Of those surveyed, 71 percent said they have been able to find the items they’re looking for most or all of the time while 67 percent said they are confident or very confident they will find the gifts they’re seeking. 

Consumers have responded to this holiday season’s supply chain challenges with flexibility,” Prosper Executive Vice President of Strategy Phil Rist said. 

“When shoppers do experience difficulty finding gifts, they take a proactive approach toward alternate solutions like checking another retailer, location or channel or identifying a substitute item. Additionally, some will choose to gift cash or a gift card or even wait to see if the item comes back in stock.” 

Consumers also plan to shop post-Christmas, with 65 percent intending to make purchases the week post-Christmas, whether to take advantage of deals and promotions (42 percent) or to use gift cards (24 percent).

The NRF expects holiday sales to grow as much as 11.5 percent, exceeding its previous forecast of 8.5 to 10.5 percent growth.
Ashley Davisis the senior editor, fashion at National Jeweler, covering all things related to design, style and trends.

The Latest

Recorded WebinarsMay 27, 2022
Watch: The 5 Things I Always Take to a Trade Show

Editor-in-Chief Michelle Graff is joined by three industry veterans to talk about the items they never leave behind and why.

CollectionsMay 27, 2022
92Y Has Selected its 2022 Artist in Residence

German jewelry artist Alexander Blank is the fourth designer to receive the honor.

CollectionsMay 27, 2022
Piece of the Week: Which Movie Inspired This Chopard Masterpiece?

The answer is “Hair,” and the necklace is from Chopard’s 2022 Red Carpet Collection, rolled out at the Cannes Film Festival.

Brought to you by
3 Reasons to Offer Estate Buying at Your Store

Provide your customers with a seamless selling solution by partnering with Windsor Jewelers, Inc.

Supplier BulletinMay 26, 2022
Extraordinary Italian Jewelry at JCK and COUTURE

Sponsored by Italian Trade Agency

Weekly QuizMay 26, 2022
This Week’s Quiz
Test your knowledge of the latest jewelry news with this quick test.
Take the Quiz
SourcingMay 26, 2022
Q&A: Deciphering De Beers’ Blockchain Platform

David Prager virtually sat down with Editor-in-Chief Michelle Graff to answer questions about the rollout of Tracr at scale.

AuctionsMay 26, 2022
Bonhams New York Jewels Auction Is a White Glove Sale

Jewelry and objects belonging to Bette Midler, heiress Hélène Irwin Crocker Fagan, and Lady Sylvia Ashley were among the highlights.

Brought to you by
Dive into GIA’s Pearl Expertise

When it comes to knowing the identity and quality of your pearls, count on GIA as your independent pearl experts.

FinancialsMay 26, 2022
Movado Posts Record Q1 Sales Despite ‘Challenging’ US Market

The company opted not to raise its fiscal guidance, citing a slowdown in the U.S. market as a key reason.

TechnologyMay 26, 2022
State of Retail: The Pros and Cons of 4 Jewelry-Selling Platforms

From “old-school” eBay to new kid on the block 1stDibs, we asked jewelers about their experiences selling jewelry in non-traditional places.

Policies & IssuesMay 26, 2022
Barbara Wheat Named Executive Director of Ethical Metalsmiths

She has nearly 30 years’ experience in the gem and jewelry industry and a background in nonprofit management.

EditorsMay 25, 2022
7 Standout Tiaras in Sotheby’s Platinum Jubilee Exhibition

Senior Editor Brecken Branstrator chooses the pieces she’d most want to see in person.

MajorsMay 25, 2022
Anne Hathaway Is Bulgari’s Newest Ambassador

The actress joins Zendaya and others in a new advertising campaign.

IndependentsMay 25, 2022
The Mexican Shack to Close After 47 Years

Owner Steve Delzio shares his thoughts on retirement after nearly five decades in the jewelry industry.

IndependentsMay 25, 2022
Designer Theo Fennell Has Written a Memoir

“I Fear for This Boy” takes readers through the ups and downs of his business and is available for pre-order now.

IndependentsMay 25, 2022
MVEye, Wedding Report Partner on New Jewelry Research Platform

“Today’s Wedding Jewelry Consumer” shares data about engagement ring market size, lab-grown and natural diamonds, and more.

ColumnistsMay 24, 2022
The PR Adviser: 10 Questions to Contemplate

Columnist Lilian Raji wants to walk you through the customer journey. But first, she’d like you to answer a few questions.

Events & AwardsMay 24, 2022
8 Gold Jewelry Designers Unveil New Platinum Designs

Several Couture brands have partnered with Platinum Guild International ahead of the jewelry trade show.

Lab-GrownMay 24, 2022
Kendra Scott Unveils Lab-Grown Engagement Ring Collection

The jewelry company is moving into bridal just a month after branching out into the watch world.

SourcingMay 24, 2022
State of the Diamond Industry: Where Does Supply Go From Here?

The 2008 economic crisis, COVID-19, and sanctions on Russian goods have set the stage for an interesting decade for natural diamond supply.

Events & AwardsMay 24, 2022
WJA to Host Diversity Keynote at New Las Vegas Breakfast Event

The Generating Community Impact fundraiser on June 11 will feature Karine Bah Tahé of Blue Level Training.

WatchesMay 23, 2022
Steven Kaiser, Watch Industry Veteran and Beloved Mentor, Dies at 68

Kaiser, whose illustrious career spanned decades, died suddenly on Friday.

IndependentsMay 23, 2022
Long’s Jewelers to Open New Location

The family-owned jeweler is relocating its Braintree, Massachusetts, store to a new space.

IndependentsMay 23, 2022
Luxury Goods Veteran Olivier Stip Joins Chicago Jeweler CD Peacock

He will step into the retailer’s newly created role of chief development officer.

GradingMay 23, 2022
Gem-A Launches Digital Entry-Level Gemology Course

GemIntro is meant to give a broad introduction to gems and gemology.

Recorded WebinarsMay 20, 2022
Watch: Responsible Sourcing and the Gold Supply Chain

Three industry experts discuss “recycled” gold vs. mined, their challenges and benefits, and how jewelers can navigate the area.

FinancialsMay 20, 2022
Richemont’s 2022 Jewelry Sales in the Americas Nearly Double

Cartier, Van Cleef & Arpels, and Buccellati put on stellar performances.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy