An estimated 158.9 million consumers plan to shop on the last Saturday before Christmas, according to the annual consumer survey released by NRF and Prosper Insights & Analytics. The figure is up from 157.2 million shoppers last year and surpasses the previous record of 158.5 million in 2022. The survey also found that 45% of consumers plan to shop in-store and online for Super Saturday, and only 51% had completed their holiday shopping by early December. For more holiday consumer insights, visit NRF’s Winter Holiday Headquarters.
Previewing the 2026 legislative session: A critical year for retail
December 18, 2025
