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.