Nearly 9 in 10 Consumers Plan to Shop in the Final Days Before December 25, New ICSC Survey Finds

Nearly 9 in 10 Consumers Plan to Shop in the Final Days Before December 25, New ICSC Survey Finds

ATTN: Retail/Real Estate/Business Editors and Reporters

WHO: ICSC

WHAT: Consumer shopping behavior data leading up to December 25, including Super Saturday (December 20)

WHEN: The 2025 ICSC Super Saturday Survey was conducted online from December 10, 2025, to December 12, 2025, with a demographically representative U.S. sample of 1,006 respondents.

QUOTE: “The final weeks of the holiday shopping season are a critical moment for retailers to entice last-minute shoppers, and this year is no exception,” said Tom McGee, President and CEO of ICSC. “Value may be driving decisions, but price-sensitivity isn’t keeping shoppers away. Nearly nine in 10 consumers plan to shop in the days leading up to December 25, and it’s a particularly important milestone for physical stores, as consumers trust them with last-minute purchases to get gifts in time for the holidays. Retailers must offer a memorable, differentiated experience – not just a product and a price tag – to build long-term loyalty and be a part of holiday plans this year and beyond.”

- Tom McGee, President & CEO, ICSC

RESULTS:

89% of consumers – representing approximately 238 million U.S. adults – plan to shop in the final two weeks before December 25, matching 2024 levels and up notably from 82% in 2023.
On Super Saturday alone, 76% of adults – or 203 million people – plan to shop, up 5 percentage points from 2024 and 12 percentage points from 2023.
Spending on entertainment and activities continues to increase year-over-year, rising from 25% in 2023 to 27% in 2024 to 31% this year, underscoring the growing preference for experiential value in shopping habits.
In-store shopping will remain a staple as delivery deadlines loom, with 88% planning to spend in physical stores, reinforcing brick-and-mortar’s role during the final stretch of the holiday season.
Shopping centers remain a key destination, with 79% of shoppers planning to visit a retail property, led by Gen Z (89%) and Millennials (86%).
Consumers are turning to technology for last-minute shopping help: More than half of shoppers (53%) plan to use AI to compare prices, find deals, and generate gift ideas in the final days before December 25, led by Gen Z (73%) and Millennials (66%).
91% of shoppers said that higher prices will impact their purchases, the same as 2024. Of these shoppers, the final holiday shopping push will see consumers more likely to stick to a strict budget (41%), buy fewer items (39%), and comparison shop online for the best deals (38%).
Deal-seeking is one reason some shoppers have waited to make purchases until late in the season, with 42% shopping specifically to find promotions, up from 39% in 2024 and 35% in 2023. Similarly, value is the top deciding factor for 74% of consumers when choosing where to shop.
Despite inflation concerns, most consumers remain financially disciplined, with 66% reporting they are currently on or under budget; compared to recent years, fewer shoppers reported being over budget (15% in 2025 compared to 21% in 2023 and 19% in 2024).
Nearly 6 in 10 dollars spent between now and December 25 will involve a store visit, including click-and-collect purchases.

About ICSC
ICSC is the preeminent membership organization serving the commercial real estate and retail industries. The organization promotes and elevates the marketplaces and spaces where people shop, dine, work, play and gather as foundational and vital ingredients of communities and economies. ICSC produces experiences that create connections and catalyze deals; aggressively advocates to shape public policy; develops high-impact marketing and public relations that influence opinion; provides an enduring platform for professional success; and creates forward-thinking content with actionable insights–all of which drive industry innovation and growth. For more information, please visit www.ICSC.com.