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HIGH POINT — Consumers did some last-minute holiday shopping on Super Saturday, inching the traffic numbers up slightly over last year but by greater percentages than earlier Saturdays in December.
Compared with 2021, traffic data from Sensormatic Solutions showed Super Saturday — which fell eight days before Christmas this year — was up 0.2%. But in-store traffic at brick-and-mortar retailers and shopping centers improved by 36% and 17% on Super Saturday vs. business on Dec. 3 and Dec. 10, respectively.
“As we continue to track against initial predictions for the busiest shopping days of the 2022 holiday season, we’re monitoring the winter storm that’s anticipated to hit the Midwest later this week,” said Brian Field, global leader of retail consulting and analytics at Sensormatic Solutions.
Because of the timing of the holidays, Field said Super Saturday, which is usually second only to Black Friday for shopper traffic, will likely fall behind dates closer to Christmas.
Dec. 23 is now predicted to take second billing. “We believe there’s plenty more traffic to come, weather dependent,” he said.
The holiday season has already seen store traffic numbers exceed those of previous years, with Black Friday up 3.1% over 2021 and Thanksgiving Day up 17.2%.
Sensormatic Solution’s insights are based on retail traffic data analytics derived from its Sensormatic IQ platform.
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I’m Joanne Friedrick, research editor for the Home Furnishings Division. I began my career as a newspaper editor and then became a trade journalist, covering myriad industries including pension funds, supermarkets, gourmet food and security systems, just to name a few. Most recently, I entered the home furnishings category as a contributor for HFN and Home Textiles Today before transitioning into research where I now get to tell the stories behind the numbers for all of the HFD titles.
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