Sensormatic Solutions predicts UK's busiest 2026 Christmas shopping days

Sensormatic Solutions predicts that the Saturday following Black Friday (28 November 2026) will be the busiest in-store shopping day of the 2026 festive season in the UK. This forecast suggests that deal-driven shopping is expected to overtake the traditional Super Saturday, which had held the top position for the previous three years.

Other major shopping days identified include Boxing Day (26 December) as the second busiest, and Super Saturday (19 December) as the third. The Monday after Christmas is projected to be the fifth busiest day. The data indicates a growing consumer preference for promotional periods, with 43% of shoppers planning to concentrate their spending on these events to maximize value.

A survey of over 1,000 UK consumers revealed that price remains the primary consideration for 63% of shoppers. Additionally, the average Christmas budget is expected to decrease by 10% year-on-year to approximately £504.70, leading to more intentional shopping habits and increased time spent searching for deals.