Strong Majority of Consumers Eagerly Plan Holiday Shopping Before December 25, Says ICSC Survey

Holiday Shopping Surge Expected to Continue Through December 25, ICSC Survey Reveals

The 2024 holiday shopping season is in full swing, with consumers showing strong enthusiasm for last-minute purchases and experiences. According to the International Council of Shopping Centers (ICSC), 89% of U.S. adults, equivalent to 233 million people, plan to shop in the days leading up to December 25, including Super Saturday (December 21), which is expected to see 71% of consumers making purchases—6% more than in 2023.

ICSC’s Super Saturday Survey, conducted online from December 11 to December 13, 2024, captured insights from a representative sample of 1,008 U.S. adults. The data highlights trends in consumer preferences, behaviors, and the evolving role of physical stores during the holiday season.

ICSC’s Super Saturday Survey, conducted online Consumers from December 11 to 13, 2024, analyzed the shopping behaviors of 1,008 U.S. adults. The findings reveal significant trends shaping the holiday season, including the continued importance of physical stores, with 84% of shoppers planning in-store visits or pickups. Gen Z emerges as a dominant demographic, with 92% intending to visit shopping centers. Additionally, 89% of U.S. adults plan to shop leading up to December 25, prioritizing value, deals, and convenience. The survey highlights a balanced focus on goods and experiences, underscoring the evolving dynamics of consumer habits and the resilience of retail spaces.

Tom McGee, President & CEO of ICSC, commented on the findings:
“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 Consumers 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.”

Key Insights from the Survey

  1. High Participation in Holiday Shopping
    • 233 Million Shoppers: An impressive 89% of U.S. adults plan to shop before December 25.
    • Super Saturday Surge: 71% of respondents plan to shop on December 21, showing a significant increase from 2023.
  2. Shifting Consumer Spending Priorities
    • Goods and Experiences: While 94% of shoppers Consumers plan to spend on goods, 64% are prioritizing experiences like dining, entertainment, and personal services.
  3. Role of Physical Stores
    • In-Store Shopping Remains Crucial: 84% of shoppers intend to shop Consumers in stores or use them for order pickups.
    • Gen Z Leads the Charge: This generation is projected to play a dominant role, with 92% planning to visit shopping centers—more than any other demographic.
  4. Motivations Behind Last-Minute Shopping
    • Gift Completion and Deals: Shoppers are primarily aiming to finish their gift shopping (53%) and capitalize on late-season promotions (39%).
  5. Key Factors Influencing Shopping Decisions
    • Price and Value: 75% of consumers rank price and value as the most critical factors in deciding where to shop.
    • Convenience: Proximity to home or other stores is essential for 38% of shoppers, while 30% prioritize fast pickup and shipping options.

The Importance of Shopping Centers

ICSC’s findings underscore the enduring significance of shopping centers during the holiday season. Despite the rise of e-commerce, physical stores continue to attract consumers due to their ability to combine convenience with an engaging shopping experience. Shopping centers also serve as key destinations for Gen Z consumers, who are more likely than their Gen X and Baby Boomer counterparts to spend time and money in these venues.

About ICSC

ICSC is a leading membership organization serving the commercial real estate and retail industries. It advocates for the vital role of marketplaces in communities and economies, producing experiences that foster connections and drive deals. The organization also champions innovation through forward-thinking content and actionable insights.

As the holiday season enters its final stretch, retailers are well-positioned to benefit from the continued consumer interest in deals, value, and convenience. With 2024 shaping up to be a robust season, both consumers and retailers can look forward to a strong finish.

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