89% of Consumers Plan to Shop Leading Up to December 25 According to ICSC’s Latest Holiday Shopping Survey

89% of Consumers Plan to Shop Leading Up to December 25 According to ICSC’s Latest Holiday Shopping Survey

ATTN: Retail/Real Estate/Business Editors and Reporters

WHO: ICSC

WHAT: Consumer shopping behavior data leading up to December 25, including Super Saturday (December 21)

WHEN: The 2024 ICSC Super Saturday Survey was conducted online from December 11, 2024 to December 13, 2024, with a demographically representative U.S. sample of 1,008 respondents.

QUOTE: “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. 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.”

– Tom McGee, President & CEO, ICSC

RESULTS:

• 233 million people – 89% of all U.S. adults – plan to shop leading up to December 25; on Super Saturday alone, 71% of consumers plan to shop, 6 percentage points more than in 2023.
• Ninety-four percent plan to spend on goods, while 64% plan to spend on experiences, such as dining, entertainment, and personal services.
• Physical stores remain an important part of holiday shopping, as 84% of shoppers intend to shop in store or visit a store to pick up an online order.
• Gen Z is expected to be a major force in holiday shopping leading up to December 25; more Gen Z consumers plan to spend compared Gen X and Baby Boomers and 92% – more than any other generation – plan to visit a shopping center.
• Consumers who plan to shop through December 25 are primarily aiming to finish gift shopping (53%) and take advantage of late season deals and promotions (39%).
• As shoppers search for deals and promotions, 75% of consumers say price and value is the most important factor in choosing where to shop, followed by in-stock products.
• Convenience is also valuable, as 38% say proximity to home or other stores is the most important and 30% note speedy pickup and shipping options.

About ICSC
ICSC is the preeminent membership organization serving the commercial real estate and retail industries.  The organization promotes and elevates the marketplaces and spaces where people shop, dine, work, play and gather as foundational and vital ingredients of communities and economies.  ICSC produces experiences that create connections and catalyze deals; aggressively advocates to shape public policy; develops high-impact marketing and public relations that influence opinion; provides an enduring platform for professional success; and creates forward-thinking content with actionable insights–all of which drive industry innovation and growth.  For more information, please visit www.ICSC.com.