Sensormatic Solutions predicts the busiest days in the Christmas season
Sensormatic Solutions, part of the Johnson Controls retail portfolio, has published its annual forecast for the busiest shopping days in German retail. Based on historical data and current trends, the company expects the so-called "Super Saturday" on December 20th to once again be the busiest day of the Christmas shopping season in terms of sales and visitor numbers.
Top days in retail
The forecast for 2025 shows the five days with the highest sales as follows:
- December 20 – last Saturday of Advent (“Super Saturday”)
- November 29 – Saturday after Black Friday
- December 13th – 2nd Saturday of Advent
- December 6th – 1nd Saturday of Advent
- December 27 – Saturday after Christmas
The results confirm that the four Saturdays in Advent continue to be the peak sales days. The Saturday after Black Friday has increasingly established itself as a fixed sales day, while December 27th also sees high frequency due to returns and targeted follow-up purchases.
Consumer behavior and trends
The study also shows that consumers are paying more attention to discounts during the Christmas season. Around 60% of respondents plan to invest more time searching for deals this year, and 32% see special offers as a decisive factor in their purchasing decisions.
"The holiday season is beginning – and the competition for customer attention is fiercer than ever this year," explains Andy Sumpter, EMEA Retail Consultant at Sensormatic Solutions. "Companies that leverage data analytics and offer personalized omnichannel promotions can reach consumers more effectively and increase purchase intent."
Early and late buyers shape the business
The study identifies two contrasting trends in consumer behavior: One group starts shopping early to take advantage of special offers and spread their spending; the other deliberately waits until shortly before Christmas to speculate on final discounts. More than 66% of consumers begin their Christmas shopping as early as the beginning of December, while among Millennials and Generation Z, the figure is over 75%.
The forecast is based on the "Christmas Shopper Sentiment Survey" by Sensormatic Solutions, which has been conducted annually since 2020. It is based on data from random samples of more than 1.000 German consumers each, as well as analyses from the ShopperTrak Analytics tool, which records around 40 billion customer visits worldwide each year.
