Online shopping expected to increase on ‘Super Saturday’ amid pandemic

Online shopping is anticipated to increase this “Super Saturday” as Americans turn to the web to do their holiday shopping in the middle of the coronavirus pandemic.

The pandemic has wreaked havoc on the retail industry throughout the year, causing some big companies to declare bankruptcy.

But millions of shoppers are taking advantage of digital avenues to keep themselves safe while also injecting capital into companies. 

The National Retail Federation (NRF) released a survey this week estimating over 150 million consumers will shop this Super Saturday, an uptick from the nearly 148 million last year.

Of those planning to shop, 42 percent will do so exclusively online.

“Consumers have embraced an earlier start to the holiday season. They are spreading out their holiday shopping and taking advantage of sales and promotions from retailers in local communities and national brands,” NRF President and CEO Matthew Shay said.

“Throughout this year’s extraordinary circumstances, retailers have remained dedicated to protecting their customers, employees and the communities they serve regardless of how and when consumers choose to shop.”

Beyond online shopping, consumers are also anticipated to take advantage of curbside pickup options to prevent possible exposure to the coronavirus in shops. 

“The lines have gone from waiting to get inside the store to waiting to get your product brought outside the store,” Marshal Cohen, chief retail industry adviser at NPD Group, told Reuters. “That’s what you’ll see as the day goes on.” 

The anticipated shopping spree Saturday comes as retail titans like J.C. Penney and J. Crew filed for bankruptcy in May.