Shopper traffic has been on the increase in December though not enough to ease uncertainties about the holiday season.
However, compared to the average traffic of the six previous Saturdays this year, all three of those retail sectors were double-digits ahead, reflecting a buildup in shopping as Christmas nears.
“Shoppers frequented stores on Super Saturday, aiming to get the best deals and making sure they get their gifts on time before the holidays. While inflation and price concerns are still impacting where and how consumers buy gifts, they are still spending, particularly at physical stores,” Tom McGee, president and chief executive officer of the ICSC, said Tuesday.
Placer.ai, which uses technology to monitor traffic, reported that most retail venues saw negative traffic on Super Saturday this year versus last year. Indoor malls were down 4.6 percent; outlet centers were down 2.6 percent, and open-air lifestyle centers were minus 7.3 percent, according to Placer.ai.
“Super Saturday presented a continuation of a trend seen in recent months — a more extended holiday season limits the peaks of any specific day,” said Ethan Chernofsky, vice president of marketing at Placer.ai. “Most categories and chains analyzed saw visits down compared to both 2021 and a pre-pandemic 2019, though there are significant extenuating circumstances. The distance of Super Saturday to Christmas is important.
The number-one reason consumers shopped on Super Saturday was to take advantage of deals and promotions for lower prices , followed by still having more people to buy gifts for and buying additional gifts for people .
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