• The Saturday of Black Friday weekend (28 Nov) is forecast to be the busiest in-store shopping day of the festive season in the UK, surpassing Super Saturday
• Discount-driven shopping is set to top last-minute gift spend, with three of the top five busiest days linked to promotional events
• 43% of shoppers plan to focus gift spending on promotional periods, as they prioritise value in order to make their Christmas budgets work harder

SOLIHULL, UK, 13 October 2026—Sensormatic Solutions, the leading global retail solutions portfolio of Johnson Controls (NYSE: JCI), today released its annual predictions for the busiest shopping days of Peak Trading 2026.

Analysis of its ShopperTrak Analytics traffic data reveals that the Saturday after Black Friday (28 Nov 2026) is predicted to be the biggest day for Peak Trading store visits, followed by Boxing Day (26 Dec 2026) and Super Saturday, the last Saturday before Christmas (19 Dec 2026). The forecast highlights consumers' growing preference for deal-driven shopping, with three of the five busiest days expected to coincide with major promotional periods.

Last year, ShopperTrak Analytics data, which captures 40 billion anonymised, aggregated store visits globally each year, showed that the Saturday after Black Friday (29 Nov 2025) prompted a +19.4% week-on-week boost to store footfall, while shopper traffic across the Black Friday weekend in 2025 rose +0.7% year-on-year.

Based on Sensormatic Solutions UK traffic data, the organisation predicts that the top busiest UK in-store shopping days for Peak Trading 2026 will be:

1. 28 November (Saturday after Black Friday)
2. 26 December (Boxing Day)
3. 19 December (Super Saturday)
4. 12 December (Second Saturday in December)
5. 28 December (Monday after Christmas)

The Saturday of the Black Friday weekend is expected to replace Super Saturday as the top busiest in-store shopping day of Peak Trading, a position held by Super Saturday for the last three consecutive years.

Boxing Day (26 December 2026), the start of the traditional post-Christmas sales, is expected to be the second busiest in-store shopping day of the entire Peak Trading period, while the Monday after Christmas (28 December), another key sales day and a Bank Holiday in Lieu, is forecast to be fifth.

A survey of more than 1,000 UK consumers conducted for Sensormatic Solutions ‘Christmas 2026: UK Shopper Insights’ report found that price remains the top consideration for gift-buying decisions for 63% of shoppers, continuing a four-year trend. As a result, 43% of shoppers plan to focus their gift spending around promotional periods to maximise value for money and make their budgets work harder.

The survey also found the average budget for Christmas spending expected to decrease by 10% year-on-year to £504.70, meaning consumers are expected to shop more intentionally. Additionally, two-thirds (67%) plan to spend more time hunting for deals, leading to a more considered, conversion-ready shopper in-store, as Andy Sumpter, Head of Consulting & Analytics at Sensormatic Solutions, explained:

“Most purchase journeys now start online, meaning shoppers arrive with a clear idea of what they want in mind and choose retailers they trust to deliver that product with a seamless experience to match. The sale is effectively already completed by the time they arrive in-store. The retailer’s job is to meet them at that moment: have the product ready, where it should be and at the right price.”

Savvy shopping to define 2026 Christmas spending

Additional survey data points to strong shopper efficiency and spending as key drivers of overall expected Peak Trading footfall performance. With 54% of shoppers opting to spread the cost of Christmas across multiple paydays, nearly half (47%) will have already started their gift buying this month. Among those starting in October, one in four plans to take advantage of Amazon Prime Day to pick up deals.

“The slightly muted traffic compared to previous years may lead retailers to feel that they’re fighting an uphill battle, but it only tells half of the story,” Sumpter continued. “While individual visits have been trending downward throughout the year, conversion rates are rising. Retailers that recognise the scope of the modern journey and lean on data to inform their approach will be more likely to get those high-intent shoppers through the doors on the days that matter most.”

Consumers are expected to adopt savvy spending behaviours, which will impact not just how they shop, but also where they shop. The report highlighted that nearly half (47%) of shoppers plan to direct more of their Christmas spend to discount and value retailers (rising to 62% among Millennials). Meanwhile, 21% expect to shop at thrift or vintage stores, while 17% plan to visit outlet locations.

For more about Sensormatic Solutions in-store traffic insights and retail analytics technology, visit sensormatic.com/en_uk/shopper-insights and follow @sensormatic on LinkedIn, using #SensormaticHolidays for all related content.

Additional Data

Globally, the busiest shopping days of the Christmas season rush are expected to be:

Notes to editors: Original research of over 1,000 UK shoppers, polled online by Clariti on behalf of Sensormatic Solutions in September 2026
Disclaimer: Busiest shopping day predictions are Sensormatic Solutions forecasts based on ShopperTrak Analytics historical traffic data, trading calendars and survey findings. They are estimates only and actual shopper traffic may differ.

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Sensormatic Solutions, the leading global retail solutions portfolio of Johnson Controls, powers safe, secure and seamless retail experiences. For more than 60 years, the brand has been at the forefront of the industry’s fast-moving technology adoption, redefining retail operations on a global scale and turning insights into actions. Sensormatic Solutions delivers an interconnected ecosystem of loss prevention, inventory intelligence and traffic insight solutions, along with our services and partners to enable retailers worldwide to innovate and elevate with precision, connecting data-driven outcomes that shape retail’s future. Please visit Sensormatic Solutions or follow us on LinkedIn and our YouTube channel.

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