The ICSC, formerly the International Council of Shopping Centers, has forecasted that 233 million people, or 89 percent of all adults in the U.S., have plans to shop leading up to December 25.

The global trade association reported that for Super Saturday alone, 71 percent of consumers plan to shop on that day, six percentage points higher than in 2023.

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

“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,” said ICSC President and CEO Tom McGee. “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.”

ICSC said that 94 percent of respondents in the 2024 report plan to buy material products, while 64 percent plan to spend on experiences, such as dining, entertainment and personal services. Other key points made in the report include:

  • Physical stores remain “Important” to surveyed respondents’ holiday shopping experience, with 84 percent intending to shop in-store or visit a store to pick up an online order.
  • Gen Z will be a significant driver for this year’s holiday shopping season leading up to December 25, with more consumers in the demographic planning to spend compared to Gen X and Baby Boomers and 92 percent, more than any other generation, planning to visit a shopping center.
  • Respondents who plan to shop through December 25 noted in the survey that they aim primarily to finish gift shopping (53 percent) and take advantage of late-season deals and promotions (39 percent).
  • When shopping for last-minute deals and promotions, 75 percent of respondents said price and value are the most important factors in choosing where to shop, followed by in-stock merchandise.
  • Convenience was also noted as valuable to surveyed respondents, with 38 percent noting proximity to home or other stores as the most important, and 30 percent noting speedy pickup and shipping options.

ICSC is a membership trade association serving the commercial real estate and retail industries.