Close to 9 in 10 consumers plan to shop before Christmas

With the final countdown for the 2025 holiday shopping season set to begin, this week is likely to be a real success for retailers, with nearly nine in 10 American consumers planning to shop in the two weeks leading up to Christmas, according to new data from ICSC.

The organization's 2025 Super Saturday Survey, conducted online from December 10 to 12 across 1,006 US respondents, found that 89 percent of consumers, approximately 238 million adults, intend to shop before December 25, matching 2024 levels and marking a significant jump from 82 percent in 2023.

Super Saturday itself, falling on December 20 this year, is expected to see 76 percent of US adults, or 203 million people shop, representing a 5 percentage point increase from 2024 and a 12 percentage point climb from 2023.

"The final weeks of the holiday shopping season are a critical moment for retailers to entice last-minute shoppers, and this year is no exception," said Tom McGee, President and CEO of ICSC, in a statement. "Value may be driving decisions, but price-sensitivity isn't keeping shoppers away."

Physical stores remain essential source

As delivery deadlines loom closer, brick-and-mortar retail continues to prove its staying power. The survey found that 88 percent of consumers plan to shop and spend in physical stores during the final holiday push, with shopping centers emerging as a key destination. 79 percent of shoppers plan to visit retail properties, led by Gen Z with 89 percent and Millennials at 86 percent.

Nearly six in 10 dollars spent between now and December 25 will involve a physical store visit, including click-and-collect purchases, underscoring the ongoing role of physical retail in the omnichannel shopping journey.

Experience over all else

Spending on entertainment and activities continues its upward trajectory, increasing from 25 percent in 2023 to 27 percent in 2024 and to 31 percent this year. This shift highlights consumers' growing preference for experiential value in their shopping habits, a change retailers are racing to accommodate.

"Retailers must offer a memorable, differentiated experience – not just a product and a price tag – to build long-term loyalty and be a part of holiday plans this year and beyond," stressed McGee.

Technology and value drive purchasing decisions

Technology is playing an increasingly prominent role in last-minute shopping strategies. More than half of shoppers (53 percent) plan to use AI to compare prices, find deals, and generate gift ideas in the final days before Christmas, with Gen Z (73 percent) and Millennials (66 percent) leading the way.

While 91 percent of shoppers reported that higher prices will impact their purchases, unchanged from 2024, consumers are employing various strategies to manage spending. Among price-conscious shoppers, 41 percent will stick to a strict budget, 39 percent plan to buy fewer items, and 38 percent will comparison shop online for the best deals.

Deal-seeking has become a primary motivation for late-season shopping, with 42 percent of consumers specifically hunting for promotions, up from 39 percent in 2024 and 35 percent in 2023. Value remains the top deciding factor for 74 percent of consumers when choosing where to shop.

Despite inflation concerns, most consumers report staying financially disciplined: 66 percent are currently on or under budget, while only 15 percent are over budget in 2025, down from 21 percent in 2023 and 19 percent in 2024.