Last-minute holiday shoppers swarm Chicago malls
- Shoppers are actively engaging in last-minute gift purchases with a significant turnout expected during Super Saturday.
- Many families are enjoying holiday activities while shopping, such as visiting Santa, which adds to the festive spirit.
- The overall increase in shoppers indicates a shift in consumer behavior, favoring in-person shopping despite online alternatives.
In the days leading up to Christmas, shopping activity surged across major U.S. locations as people sought last-minute gifts. Much of the shopping took place during a weekend known as Super Saturday, which falls on the last Saturday before Christmas. This year, Super Saturday saw an estimated 157.2 million shoppers, according to the National Retail Federation, reflecting an increase from previous years. Factors contributing to this shopping boom included a shorter holiday season this year, following Thanksgiving, alongside a tendency for consumers to prefer in-person shopping experiences amidst ongoing online retail competition. In Lombard, Illinois, crowds flocked to Yorktown Center, where shoppers expressed that physically going to stores added to their holiday spirit. Many families made outings memorable by including holiday events, such as waiting for photos with Santa Claus, which drew long lines. Shoppers admitted they needed to finalize their gift lists just two days before Christmas, emphasizing that procrastination was common among many consumers. Similarly, in North Texas, shoppers braved busy malls, like the Tanger Outlets in Fort Worth, to find gifts. The chaos was evident, with shoppers acknowledging the intense traffic and crowded stores. Some preferred shopping in person rather than online to find local products and support their communities. The National Retail Federation reported that 44% of consumers planned to shop both in-store and online this season. Across regions, the last weekend before Christmas was characterized by vibrant market activity, showcasing a blend of last-minute gift seekers and those who had been preparing for months. While some enjoyed the bustle, others noted that their shopping experience was not as hectic as anticipated. The conclusion drawn from this holiday shopping surge highlighted the importance of in-person retail experiences amidst growing e-commerce, reflecting a societal desire for tradition during the festive season.