New York—A shorter holiday season means the day after Christmas, Dec. 26, will play a more important role in holiday shopping this year, according to ShopperTrak.

The foot traffic-tracking firm released its annual list predicting the busiest days for in-store foot traffic this holiday season. (The company does not make any predictions in regard to online shopping.)

The predictions are based on past ShopperTrak data and what day of the week Christmas lands on in any given year.

This year Black Friday, which was this past Friday, again topped the list.

Early reports of the day’s results, however, indicate that more people were shopping online than in stores.

ShopperTrak said foot traffic on Black Friday declined about 6 percent over 2018, while online sales reached $7.4 billion, falling just behind last year’s Cyber Monday in all-time sales, according to Adobe Analytics.

Coming in at No. 2 on ShopperTrak’s list is the Saturday before Christmas, called “Super Saturday” (Dec. 21).

Meanwhile, the day after Christmas, Dec. 26, pushes into the No. 3 spot this year due to a late Thanksgiving leaving one less weekend for holiday shopping.


“Our historical analysis … suggests that, because there are only three Saturdays in December leading up to Christmas this year, Boxing Day (Dec. 26) will play a more prominent role in the U.S.,” said Bjoern Petersen, president at Sensormatic Solutions, the retail portfolio of which ShopperTrak is a part.

“It represents another major day consumers are off from work and can shop and/or return items they purchased or received.”

After those three days, ShopperTrak said the busiest days for in-store traffic in the United States will be as follows.

4. Saturday. Dec. 14
5. Saturday, Nov. 30, marketed as “Small Business Saturday”
6. Sunday, Dec. 22
7. Monday, Dec. 23
8. Saturday, Dec. 28
9. Friday, Dec. 27
10. Saturday, Dec. 7

In Canada, Dec. 26 is expected to take the top spot, followed by Black Friday (Nov. 29) and the Saturday after Thanksgiving (Nov. 30).

Following those are Saturday, Dec. 21, “Super Saturday,” and Saturday, Dec. 14.


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