Super Saturday Weekend Sales Rise 5.5%


NEW YORK (MainStreet) — America’s holiday shopping spree continues.

Retail sales during Super Saturday weekend, the last full weekend before Christmas, increased 5.5% compared to last year, according to ShopperTrak.

The retail data analysis company, which uses data from the Commerce Department as well as numbers gathered directly from retailers, estimates that consumers spent $18.83 billion Dec. 17-20. Super Saturday itself accounted for $7.58 billion in sales, a 10.1% increase over the $6.58 billion collected in 2009, when the weekend netted $17.85 billion.

ShopperTrak’s estimates prove retailers have gone three-for-three this year. The National Retail Federation reported in November that Black Friday weekend sales reached $45 billion this weekend, up from $41.2 billion last year, and web analytics firm Coremetrics found that Cyber Monday sales were up 19.4% from 2009.

While the company said the latest figures were in line with patterns exhibited by consumers during the past month, it also pointed out that there was a blizzard on the Eastern seaboard during the comparison period which significantly slowed spending in parts of the South and much of the Northeast.

Still, ShopperTrak expects the Christmas shopping craze to continue. The company anticipates that procrastinating shoppers will flood various retail locations today, bumping it just above Super Saturday as the number two performing sales day this holiday shopping season.

Today’s date in 2009 also finished number two ahead of Super Saturday. According to ShopperTrak, the 10 days prior to Christmas typically account for anywhere between 31%-34% of the total retail sales for the entire season.

“Annually, we see Black Friday weekend’s strong start as one bookend to the season, and the week leading into Christmas as the other,” ShopperTrak founder Bill Martin said in a press release. Winning retailers know this pattern well and will have the strategies in place to attract foot traffic and ultimately move sales levels into the black over these upcoming critical days.”

Waiting until the last minute to buy Christmas gifts? Check out MainStreet’s guide to holiday shopping for procrastinators.

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