This year, Super Saturday is again expected to be an important day for retailers, offering one last chance to wow shoppers before Christmas. Super Saturday 2024 falls just four days before the holiday, giving shoppers a little extra breathing room compared to last year when it fell just two days before Christmas. Despite its placement on the calendar, the day historically is one of the busiest for holiday shopping and 2024 should be no different.

Black Friday performance may be a useful guide as retailers finalize their staffing and floor plans for Super Saturday. Sensormatic Solutions data revealed that in-store traffic during Black Friday week (Nov. 24 – Dec.1) was down 2.3% compared to 2023 but still outpaced year-to-date trends (down 3.0%, on average). Retailers should leverage their internal data to benchmark their performance to the national averages to make sure they’re ready for what’s likely to come their way. Analyze what worked well on Black Friday and quickly adjust the strategy for what didn’t. This level of preparation not only enhances the customer experience but creates opportunities for add-on sales. By delivering seamless service and minimizing friction, retailers can leave a lasting positive impression that encourages return visits.

Here’s what retailers should keep in mind to make the most of the last Saturday before Christmas.

“Buy online, pick up in store” (BOPIS) has become a mainstay of holiday shopping over the past few years, blending the ease of online ordering with the immediacy of in-store pickup. As the countdown to Christmas ticks away, BOPIS will attract more shoppers looking for quick, reliable fulfillment options. In fact, data from Sensormatic Solutions 2024 Holiday Survey revealed that 42% of shoppers plan to leverage BOPIS options this season, up from 35% in 2022, demonstrating how this trend is likely to continue.

With shoppers struggling to keep up with hectic schedules, BOPIS can offer the reliability and flexibility consumers crave before the holidays. Streamlining pickup processes and minimizing wait times empowers retailers to convert high-intent prospects into satisfied customers who may use the time they get back to explore the store further once they’re inside.

As the season nears its close, shipping cutoffs become a critical consideration for consumers aiming to get their gifts on time. With just days to go until the big night, in-store shopping becomes the go-to option for last-minute shoppers who are looking for guarantees that their presents will make it in time to go under the tree.

Retailers may want to prepare for higher foot traffic from consumers who waited until December to purchase gifts, now prioritizing speed and certainty in their buying decisions. They may also want to take steps to get ahead of missed sales due to last-minute omnichannel orders. By clearly communicating shipping deadlines across all channels, retailers can reinforce that in-store purchases or BOPIS orders are the best options for guaranteed timely delivery. This transparency, coupled with reliable stock availability, can help retailers build trust and capture consumer loyalty at a pivotal point in the season.

During high-traffic shopping days like Super Saturday, floor and labor planning are essential. Retailers might benefit from organizing dedicated pickup areas for BOPIS orders and placing clear directional signage to minimize congestion and improve journeys. Staffing adequately—especially during peak hours—ensures smooth in-store operations, reduces wait times, and supports customer satisfaction. Retailers need to strike a balance between overloading the floor with products while still maintaining brand standards to ensure shoppers can still easily browse and find those last-minute gifts.

While Super Saturday marks one of the busiest shopping days, the holiday season doesn’t stop there. In-store pickups, gift card redemptions and post-holiday returns will continue to drive traffic through the end of December and into January. Keeping staff prepared for these unique needs can help retailers make the most of holiday momentum well into the New Year.

To learn more about the power of letting data lead as we enter the busiest days of retail’s busiest season, visit our ShopperTrak Analytics page. For more Sensormatic Solutions holiday insights, use #SensormaticHolidays to follow along on LinkedIn and X.

Grant Gustafson is the head of retail consulting and analytics at Sensormatic Solutions