Super Saturday Playbook: Last-Minute Strategies Retailers Can Use to Win the Biggest Shopping Day Be

For retailers, few days matter more than Super Saturday, also known as 'Panic Saturday'. It’s the final Saturday before Christmas and one of the highest-volume shopping days of the year. In 2025, Super Saturday falls on December 20, and all indicators point to it being busier than ever. 

According to recent National Retail Federation survey data, approximately 158.9 million consumers plan to shop on Super Saturday, setting a record. Nearly 45% of shoppers expect to shop both online and in-store, and as of early December, consumers had completed only 51% of their holiday shopping. Even more telling: 33% of shoppers are still unsure what to buy and are actively looking for ideas. [click2houston.com], [mhlnews.com] 

That combination - high traffic, high urgency, and high indecision - creates a prime opportunity for small and mid-sized retailers who can move quickly and remove friction. Below are practical, last-minute strategies retailers can implement with minimal prep and maximum impact. 

How Retailers Can Prepare at the Last Minute for Super Saturday 

1. Make It Easy to Buy with Fast Gift Solutions 

Super Saturday shoppers are stressed and short on time. They’re not browsing, they’re searching for answers. 

Take immediate action by pre-wrapping select items as clearly labeled “Grab-and-Go Gifts,” offering ready-made bundles such as Gifts Under $25 or $50, Teacher Gifts, Host Gifts, and Last-Minute Stocking Stuffers, and moving bestsellers to the front of the store for instant visibility. 

With many shoppers still unsure what to buy, curated and clearly labeled options significantly reduce decision fatigue. [mhlnews.com] 

2. Promote Extended Hours and In-Store Convenience 

Physical stores play a critical role in last-minute shopping. In fact, 88% of consumers plan to spend in-store during the final stretch before Christmas. [morningstar.com] 

Focus on last-minute moves that count: extend Super Saturday hours (even by one or two hours), promote same-day pickup for online or social orders, and use clear exterior signage to highlight late hours. Convenience and visibility are key drivers for procrastinating shoppers. 

3. Send a Focused, Urgent Social Media Push 

With nearly half of shoppers moving between online and in-store channels, visibility across platforms is essential. [mhlnews.com] 

Use social media to spotlight Super Saturday hours, bestsellers and gift bundles, stocking stuffer displays, gift cards (digital and physical), and any promotions or value-adds. The tone should be helpful, energetic, and time-sensitive—position your store as the solution to last-minute stress. 

4. Offer Lightweight, High-Value Promotions 

You don’t need deep discounts to win on Super Saturday. With nearly 159 million shoppers expected, consumers are already in buying mode. [click2houston.com] 

Consider low-lift promotions such as Buy 2, Get 1 50% Off on accessories or consumables, a Spend $50, Get a $10 January coupon to encourage return visits, gift-with-purchase offers using excess holiday inventory, and free gift wrapping to save shoppers time. These offers add value without eroding margins. 

5. Lean Into Gift Cards 

Gift cards consistently rank among the most popular last-minute gifts—and for good reason. [mhlnews.com] 

Make gift cards more compelling by promoting digital options, adding festive packaging, and pairing them with small add-ons like a mug or café item. Merchandising gift cards as thoughtful, complete gifts increases conversion. 

6. Optimize In-Store Flow to Reduce Friction 

With millions of shoppers relying on physical stores for guaranteed gifts, ease of navigation is critical. [morningstar.com] 

Streamline the in-store experience by spotlighting bestsellers, enabling impulse buys at checkout, boosting staff support, and maximizing checkout capacity. A fast checkout experience can be the difference between one sale and several. 

7. Prepare Now for Post-Christmas Shopping 

Super Saturday shouldn’t be viewed in isolation. Roughly 70% of consumers plan to shop the week after Christmas. [mhlnews.com] 

Prepare by creating “After Christmas Specials” signage, planning markdowns and inventory flow, and stocking practical, high-demand items like batteries, storage solutions, planners, candles, and décor.  

This ensures momentum continues beyond December 25. 

Final Thought: Turning Urgency into Loyalty 

Super Saturday isn’t just a surge in foot traffic, it’s a critical moment of trust. Shoppers arriving this late in the season are often anxious, short on time, and unsure of their choices. They’re not looking to be sold to; they’re looking to be reassured. Retailers who recognize this mindset and respond with clarity, speed, and empathy are the ones who stand out. 

Winning on Super Saturday comes down to four core principles: 

Fast: 
Shoppers need immediate solutions. Clear signage, pre-curated gifts, efficient checkout, and ready-to-go wrapping remove friction and keep purchases moving. Speed isn’t just operational, it’s psychological. The faster shoppers find answers, the more confident they feel in their decisions. 

Helpful: 
Guidance matters more than persuasion on this day. Staff who proactively suggest gifts, explain options, or simply confirm that a choice “works” reduce doubt and increase conversion. Thoughtful assistance transforms stress into relief—and relief drives loyalty. 

Visible: 
If shoppers don’t know you’re open, stocked, and ready, you’re invisible. Clear communication across storefront signage, social media, email, and local listings ensure your store is top-of-mind when urgency peaks. Visibility reassures shoppers that help is nearby. 

Easy to Buy From: 
Every barrier - confusing layout, long lines, unclear pricing - creates hesitation. Retailers who streamline the path to purchase earn trust quickly. Convenience isn’t a bonus on Super Saturday; it’s the expectation. 

When executed well, Super Saturday delivers more than one-day revenue. It creates a lasting impression during a high-stress moment, positioning your business as reliable, thoughtful, and customer-first. Those are the retailers shoppers remember - and return to - long after the holidays are over. 

Handled strategically, Super Saturday isn’t just one of the biggest sales days of the year. It’s one of the strongest opportunities to turn last-minute buyers into long-term customers.