Super Saturday, this year falling on December 17, was a great time for a small subset of mostly value retailers, according to Placer.ai.
The traffic tracker stated that most segments and individual retailers saw visits drop year-over-year and compared to Super Saturday 2019. But compared to an average of the previous six Saturdays, foot traffic was mostly up, so shoppers were still hitting the stores the week before Christmas. Another thing to consider in regard to holiday traffic in 2022, this Super Saturday isn’t the last weekend day before Christmas this year so consumers who chose to hold off shopping still had Christmas Eve to do more holiday purchasing.
For Super Saturday 2022, Placer.ai observed:
- Discount and dollar stores were perhaps Super Saturday’s winning retail segment, seeing visits up 1.1% year-over-year, and 7.8% compared to Super Saturday 2019.
- Off-price retailers saw store traffic gain compared to 2021, so, for example, visits were up 2.4% at T.J. Maxx, 2.9% at Marshalls, and 0.3% at Ross Dress for Less.
- Big box retailers all saw year-over-year traffic declines, with Home Depot and Lowe’s experiencing the most significant declines versus a year earlier, down 7.7% and 8% respectively, except in one case: Traffic was up 1.7% from the event in 2021.
- Among department stores, as designated by Placer.ai, traffic slipped but least for Neiman Marcus, down 4.4% and most for Kohl’s, down 17.4% year over year.
“Super Saturday, like Black Friday, still drove massive visit peaks for most chains and categories examined,” said Ethan Chernofsky, vp of marketing at Placer.ai, in releasing the event data. “Like many other retail holidays, while the relative peak may have declined, the overall importance is still massive.”
