Jingle All the Way | Source: 1492 Pictures/20th Century Studios

A record number of U.S. consumers plan to shop tomorrow on what’s known as “Super Saturday” within the retail industry.

According to new data released by the National Retail Federation (NRF) and Prosper Insights & Analytics, more than 150 million shoppers will be hunting for last-minute gifts both in physical retail stores and online. The number reflects a slight increase from last year’s 147.8 million Super Saturday shoppers. Should the data hold true, this would mark the second-highest number of shoppers to hit the stores on the Saturday before Christmas since the NRF began tracking the figure.

So far, 29% of gift purchases have been toys, according to the survey.

The NRF previously reported that 32% of shoppers purchased toys during Black Friday weekend between Thanksgiving and Cyber Monday.

While shoppers have been encouraged to shop early to avoid crowds this year, retail stock levels going into the last weekend before Christmas are leaning heavily toward physical stores as online supplies have dried up and shipping channels have become overloaded.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.