With 88% Planning In‑Store Visits, Last‑Minute Holiday Shopping Is Still a Brick‑and‑Mortar Power Play Nearly 9 in 10 U.S. consumers are still shopping right up to December 25 , and the latest ICSC data shows this final stretch is now a structural, not fringe, part of holiday spending behavior.
For retailers, that means Super Saturday and the days that follow are no longer “clean-up” days, but a core revenue window that demands full-price, promo, staffing, and experience strategies. Who is still shopping and when
89% of consumers – roughly 238 million U.S. adults – plan to shop in the final two weeks before December 25 , matching 2024 and up from 82% in 2023 . On Super Saturday alone, 76% of adults – about 203 million people – expect to shop, 5 percentage points higher than 2024 and 12 points above 2023 .
Late-season isn’t just stragglers; it is now mainstream behavior across age groups. Retailers that treat this weekend like a “ second Black Friday ” can capture incremental demand from shoppers who purposely wait for better deals and fuller gift lists.
What they are buying and how they spend Spending on entertainment and activities has climbed from 25% in 2023 to 27% in 2024 and 31% this year, pointing to rising demand for experiences layered into shopping trips.
Nearly 6 in 10 dollars spent between now and December 25 will involve a store visit, including click‑and‑collect purchases. Shoppers are building full‑day outings around shopping centers, mixing retail with dining, movies, and events…
