Holiday shoppers won't be in a rush to get all of their holiday purchases done early this year. According to a new survey released by ShopperTrak, a provider of shopper analytics, the busiest shopping days of the season will be Dec. 20- Dec. 24. The analysis also indicates that the final Saturday before Christmas, known as "Super Saturday" (Dec. 21), will be the second-strongest shopping day of the season behind Black Friday, followed by Dec. 22, Dec. 20 and Dec. 23.
The anticipation of a last-minute shopping rush is prompting the research firm to warn retailers to plan accordingly. There are four weekends between Thanksgiving and Christmas this year, compared to five last year, thus retailers will have less time to lure in shoppers and reap holiday sales.
The ShopperTrak analysis also revealed that shoppers are estimated to make slightly fewer store visits in November and December, however, retail sales will actually see a 2.4 percent boost compared to the same period last year.
"Some shopping days — like Black Friday and Super Saturday — are always busy," said ShopperTrak founder Bill Martin, reports Retailing Today. "But calendar changes affect each holiday season differently. Because Christmas falls on a Wednesday this year, it will create its own mid-week momentum without compromising the typically high weekend shopper activity."
Last year's 10 busiest shopping days accounted for more than one-third (35.7 percent) of retail sales of general merchandise, apparel, and furniture for the time between Black Friday (Nov. 23, 2012) and Jan. 5, 2013.
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