Super Saturday footfall to rise +0.5 percent year-on-year, with intensified brand switching to grow discount retailers’ share of Christmas spend

Super Saturday (21st Dec 2024) is expected to drive a rise in retail footfall, as last-minute shoppers descend on stores, according to RetailNext, the analytics solution for bricks and mortar retailers. However, share of festive spend could see a marked shift from traditional retailers to discounters in the last days of pre-Christmas trading.

Original data from RetailNext’s UK shopper traffic index, which captures billions of store visits globally each year, suggests that footfall on Super Saturday will rise +0.5 percent year-on-year (Sat 21st Dec 2024 vs 23rd Dec 2023).

Traditionally one of the busiest in-store shopping days of peak trading, Super Saturday falls two days earlier this year compared to 2023, prompting a modest shopper count increase of +0.5 percent compared to last year.  However, with some of the busiest days are still to come, it will mark the beginning of a shift from online to in-store shopping in the final trading days pre-Christmas, as Gary Whittemore, Head of Sales EMEA & APAC at RetailNext, explained: “As time starts to run out between now and the Big Day – and with many last online delivery deadlines looming – Super Saturday is set to mark the tipping point where digital shopping migrates in-store, as consumers tick off the final gifts on their Christmas shopping lists. After what’s been a bumpy peak trading period to date, the expected surge in festive footfall will translate into ample conversions.”

However, the traditional share of festive spend could significantly shift this year from high street retailers to discounters in the last few days of pre-Christmas trading, as discount brand switching intensifies amidst ongoing consumer caution, RetailNext suggests.

Shoppers will continue to express value-based buying tendencies, making them mindful about where they spend and intensifying discounter switching. Original research of over 1,000 UK consumers by RetailNext showed that shoppers plan to switch 36 percent of their Christmas spending budget from traditional high street retailers to discount brands. Discounter switching was expected to be even more rife among Millennials, who are expected to shift 41 percent of their festive spending budgets to discounters.

“While the acute pressure on household spend appears to be easing, shoppers aren’t expected to simply snap back to pre-cost-of-living spending habits,” Whittemore added.  “Having learnt savvy and thrifty shopping hacks, consumers have redefined their concept of value.  And this is bearing out in expected share of wallet for Christmas, with discounters’ retail offers, such as Aldi’s middle aisle, likely to benefit from these value-driven buying behaviours.”

Image courtesy of Pexels. Photo credit: Any Lane.