An estimated 10.1 million shoppers are expected to hit the high street the Saturday before Christmas Day and spend a total of £1.38 billion on gifts, according to new data.
Research from VoucherCodes and the Centre of Retail Research (CRR) found that at least 4.8 million people were expected to shop online and spend a total of £268 million.
They also dubbed December 22 as “Super Saturday” as UK online and offline sales are expected to equate to £2.38 million per minute.
Online sales are forecast to surge to £321 million the day before on “Frenzied Friday”, as 7.2 million shoppers purchase last-minute gifts without joining the high street crowds.
The research also found that consumers were most likely to hit the shops to purchase last-minute gifts for their mothers, with chocolate, perfume, and clothes topping the 11th hour gift list.
Another study by VoucherCodes and Opinium revealed that food and drink amounts to 27 per cent of a consumers’ Christmas shopping list, while fashion amounted to 17 per cent, alcohol 16 per cent and toys 13 per cent.
Meanwhile, at least 50 per cent of shoppers are expected to visit a local shopping centre and a quarter will hit their local supermarket for last-minute purchases.
A further 28 per cent pf shoppers will benefit from online retailers’ express delivery options.
“Super Saturday will be a big shopping day for both retailers and consumers alike as millions flock to stores looking to snap up last-minute gifts and other essentials before Christmas Day,” VoucherCodes marketing director Jimmy New said.
“It’ll certainly be one of the busiest shopping days on the high street, so if you do brave the shops expect crowds.
“If you’re keen to avoid the crush, we recommend trying to get those few last gifts online on Frenzied Friday – luckily, many retailers can still offer delivery in time for Christmas if you place your order early enough.”