Shopping craze predicted for three ‘Super Saturdays’ before Christmas

By

Barbara Santamaria

Published
Dec 6, 2019

UK retailers will see a much-needed spending boost in the three weekends before Christmas as new data reveals 23% of Britons have left it until December to start shopping in store and online.

Due to a quirk of the calendar, this December is the first in four years to have just three Saturdays before the big day rather than four - leading to three hectic weekends starting this Saturday 7.

“Our research reveals 23% of shoppers – and yes, to fit the stereotype, they are mainly men – still don’t start any Christmas shopping until the calendar flips to December. With just three Saturdays to squeeze their present hunting in this year, many shoppers are going to be feverishly hitting High Streets and keypads over the next three weekends,” said ParcelHero head of consumer research, David Jinks. 

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The expected spike in demand during the three ‘Super Saturdays’ will put considerable strain on retailer’s logistics infrastructure, and those with a strong multichannel approach are more likely to succeed.

David Jinks continued: “2015 was the last year with just three December Saturdays in the run in to Christmas day. It’s going to dawn on last-minute shoppers and anyone waiting for those final pre-Christmas bargains, that time is running out to spend a free Saturday browsing stores and websites. 

“We predict high street stores and - most worryingly for drivers - car parks are going to be extremely busy this year. With Christmas commotion expected for all three Saturdays, high street shoppers should plan ahead to allow for extra queuing time.”

A recent PwC report predicted Christmas spend to fall to an average of £408 per shopper from £421 last year, as more than half of shoppers take a more cautious approach to spending on the back of political and economic uncertainty.

Meanwhile, Springboard has predicted shoppers will delay significant purchases until immediately before Christmas to make to most of last-minute discounts. High street footfall is expected to decline by 1.5% in the period between November 24 and December 28, compared to the same period last year.