‘Super Saturday’ (Dec. 21) Sales Topped Black Friday

With the winter retail holidays a week shorter than last year, merchants have pulled out the stops attempting to get consumers into stores and online before Christmas.

New data from retail research firm Customer Growth Partners suggests marketing efforts coupled with last-minute shopping holiday shopping is paying off.

Consumers spent a record $34.4 billion, the biggest single day in U.S. retail history — topping perennial Black Friday retail juggernaut by 10% ($31.2 billion).

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Walmart, Costco and Target paced big box stores — while e-commerce (Amazon) has driven 58% of sales growth from the same day a year ago. Other big retail days this winter holiday season have been Dec. 14, with $28.1 billion, and Cyber Monday, with $19.1 billion.

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All four retailers account for a vast majority of packaged-media retail.

“Super Saturday was boosted by the best traffic our team has seen in years,” Craig Johnson, president Customer Growth Partners, said in a statement. “The question now is whether [the] momentum leads to sustained economic growth into 2020 and beyond.”