Black Friday gets all the hype, but it will not be the king of shopping days this year. Super Saturday will reign supreme in retail sales, according to ShopperTrak.
“We expect this Saturday, December 20th, to be number one for the first time in 10 years,” said ShopperTrak founder Bill Martin.
Super Saturday sales should be close to $10 billion, while Black Friday sales were $9.1 billion, Martin said.
Kelley Andary said she isn’t surprised that Saturday will be so big because every year she gets busier and puts off shopping.
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“I think I can buy it online, and then it’s too late, and so I come out to the mall,” Andary said.
Carrie Armine was surprised Black Friday would take a back seat to Super Saturday.
“That’s actually exciting for us last-minute shoppers,” she said.“I'll probably shop on Saturday now.”
Super Saturday will be No. 1 this year because of a combination of a good spot on the calendar – five days before Christmas – plus procrastinating shoppers and milder weather, Martin said.
He added that “Black Friday sales were down, due to early November promotions and all the stores opening on Thanksgiving.”
Shoppers such as Jim Place would rather avoid crowds, so he doesn’t plan to hit the stores Saturday.
“I'll be watching football,” he said. “I’m retired now so I can avoid the crowds and get my shopping done early.”
To avoid the late gift-buying frenzy, shoppers should get out early this week, Martin said.
For the entire holiday shopping season, retailers are expecting good results, with sales of $276 billion, up 3.8 percent from last year, Martin said.
ShopperTrak uses doorway sensors on 70,000 retail locations worldwide to monitor shopper habits. The data is then analyzed to predict consumer traffic and sales.