More Than a Third of Americans Will Be Shopping This Saturday

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Retailers don’t call the last Saturday before Christmas “super” for no reason. More than a third (36%) of shoppers polled in Wal-Mart Stores Inc. (NYSE: WMT) stores last Saturday plan to be out shopping again on Super Saturday.

The Walmart-commissioned survey was conducted in several markets across the United States on Saturday, December 13, as customers waited in line to have pictures taken with Santa. The survey polled more than 2,200 customers ages 18 to 65, of which 41% were male and 59% were female.

Some interesting tidbits from the survey:

  • Last-minute shoppers are either busy with other holiday activities (40%) or just procrastinators (36%).
  • Across the country, 42% of shoppers do most of their holiday shopping in December.
  • Top last-minute purchases are toys and electronics (23%), groceries for holiday meals (22%), stocking stuffers (21%) and holiday party items and alcohol (17% each).
  • Spouses are hardest to shop for, according to 28% of those surveyed, while children and extended family were next at 26% and friends/co-workers at 19%.

Cities with the highest percentage of last-minute shoppers were Sioux City, Iowa, (47%); Indianapolis (34%); Albuquerque, N.M., (33%); San Antonio (31%); and Fayetteville, N.C. (23%).

Cities where the highest percentage of those surveyed plan to be out shopping on Super Saturday are Las Vegas (76%); Phoenix (62%); Kansas City, Mo., (62%); Columbus, Ohio, (62%); and Houston (59%).

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