More than 157 million people in the U.S. are expected to shop on the Saturday before Christmas this year, marking a 10% increase from that same day in 2023. 

Known commonly as "Super Saturday," the day represents the chance for consumers to get in their last-minute holiday shopping, with the National Retail Federation (NRF) expecting the second-busiest day for retailers since 2016. Of the 157.2 million projected shoppers, 31% are expected to buy exclusively from brick-and-mortar locations, down from 37% last year. On the flip side, 24% are likely to do all of their Super Saturday shopping online, compared to 22% in 2023.

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The NRF also gathered insights into why shoppers have been waiting until Super Saturday this year, in a survey of more than 7,800 adult consumers. The average shopper said that they had purchased around half of the items on their respective lists by the start of December, while just 10% said they had finished all of their Christmas shopping. Of those with at least half of their list left, 37% said that it was because they were still figuring out what to buy, 27% said they had other financial priorities, and 24% were still waiting for family or friends to tell them what they wanted. 

More than 70% of consumers said that they also plan to shop the week directly after Christmas Day, with 48% citing post-holiday sales and promotions as their prime motivation, followed by gift cards at 26%, and returning or exchanging unwanted gifts at 16%.