That’s according to an annual survey by ShopperTrak predicting the 10 busiest holiday shopping days. Black Friday, November 23, earned the top spot again this year. Super Saturday, Dec. 22, and Saturday, Dec. 15, are expected to be the second and third busiest shopping days, respectively. This year marks the third year in a row, and the last year before 2022, when there will be four Saturdays in December leading up to Christmas Day and an additional Saturday in December after the holiday, ShopperTrak noted. All five Saturdays will be some of the busiest traffic days this year.
The full list of predicted busiest shopping days is as follows: 1. November 23, 2018 – Black Friday 2. December 22, 2018 – Super Saturday 3. December 15, 2018 – Third Saturday in December 4. December 23, 2018 – Sunday before Christmas 5. November 24, 2018 – Saturday after Thanksgiving 6. December 08, 2018 – Second Saturday in December 7. December 21, 2018 – Friday before Christmas 8. December 26, 2018 – Day after Christmas, aka “Boxing Day,” in some global regions 9. December 01, 2018 – First Saturday in December 10. December 29, 2018 – Saturday after Christmas
“Our historical analysis indicates that Black Friday is again and has been the biggest shopper traffic day of the year, and each Saturday in December gets progressively busier as you approach Christmas Day,” said Brian Field, senior director of retail consulting practice at ShopperTrak. “The Thanksgiving Day weekend — including Black Friday as the busiest day, and the Saturday after Thanksgiving, November 24 as the fifth busiest day — will be a crucial span of days for retailers as they approach the holiday season.”
The 10 busiest shopping days are critical for retailers, accounting for nearly 45% of all shopper traffic for the entire holiday season, according to ShopperTrak.
“Ensuring that key merchandise is in stores especially during these 10 days and scheduling associates for the right days at the right times will allow retailers to provide their customers with the intended experience and keep them coming back well beyond the holidays, added Field.”
Similar to last year, the hours between 2 p.m. and 4 p.m. will be the busiest on the weekends, with 4 p.m. being the peak, according to ShopperTrak. This timing holds true for Black Friday as well. It will be important for retailers to make sure that they’re scheduling isn’t only aligned with the busiest days, but that it also properly matches with these afternoon hours, the firm advised.
ShopperTrak is part of Tyco Retail Solutions, which is owned by Johnson Controls.