Last-minute holiday shoppers are eagerly preparing for Super Saturday, which is expected to be the busiest shopping day of the year after Black Friday. With Christmas Eve falling on a Sunday this year, Americans have the entire weekend to shop before the holiday. Research firm Sensormatic Solutions predicts that December 23 will be the busiest shopping day of the year. The National Retail Federation (NRF) and Prosper Insights & Analytics estimate that approximately 142 million shoppers will participate in both in-store and online shopping on Saturday, a significant increase from the 126 million consumers in 2017 when Super Saturday fell on December 23. In-store shopping is the preferred option for many shoppers this weekend, possibly due to concerns about timely delivery of online purchases. NRF's survey reveals that 53 million shoppers plan to exclusively shop in stores this weekend, compared to 44 million last year when Super Saturday fell eight days before Christmas. Despite a slight slowdown in consumer spending, the NRF survey indicates that American consumers remain resilient. The NRF had forecasted record levels of holiday spending for November and December, with an estimated growth of 3% to 4% compared to 2022, totaling up to $967 billion. Last year's holiday sales amounted to approximately $930 billion. Additionally, the survey shows that Americans plan to continue shopping through the end of December and into early January, with 70% of consumers planning to take advantage of post-Christmas sales and promotions.
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