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TikTok: Record breaking Christmas shopping

It’s the most wonderful time of the year. Maybe even for retailers…

More than 158M shoppers are expected to spend money this Super Saturday. The National Retail Federation (NRF) expects the frenzy to last until the weekend after Christmas.

Jingle bells, time to sell: If the forecasts are accurate, this will be the largest number of shoppers since NRF started measuring.

Here are some other interesting findings:

  • Shoppers said they’ve completed only half of their holiday shopping and are planning to finish up online (47%), in stores (37%), and in clothing stores specifically (27%).
  • Top gifts include clothing (50%), toys (34%), gift cards (28%), and books (26%).
  • Gifting experiences such as concerts, gym memberships, or classes, are up 23% from last year. 28% of shoppers are planning to give just that: experiences.

The report also expects consumers will take advantage of holiday sales and promotions during the week following Christmas day.

Why we care: We’re close to the year’s finish line, and it’s time to give it all. It’s encouraging to see shoppers are planning to spend… and it probably means smart campaigns and good offers may see wins.