Boca Raton, Fla.—While overall foot traffic is expected to decline this holiday season, customers who do come into stores will be focused and ready to spend, and retailers need to have what they want in stock, data from Sensormatic Solutions indicates.

Late last month, the retail solutions company released its annual list predicting the 10 days U.S. retailers will see the most foot traffic during the 2026 holiday season.

In the No. 1 spot is Black Friday, the day after Thanksgiving that serves as the informal kickoff to the holiday shopping season and is known for its “doorbuster” deals.

The second and third busiest shopping days are expected to be Saturdays: Dec. 19 (the last Saturday before Christmas, known as Super Saturday) and Dec. 12, the second Saturday in December. 

For the first time since 2020, Christmas is on a Friday, which means retailers can expect to be busy all week leading up to Christmas.

Dec. 20, 21, 22, and 23 all appear on the top 10 list this year, though Dec. 24 (Christmas Eve)—usually a busy day for jewelers—does not.

Sensormatic Solutions’ full list is as follows.

1) Nov. 27 (Black Friday)

2) Dec. 19 (Super Saturday)

3) Dec. 12 (Second Saturday in December)

4) Dec. 26 (Boxing Day)

5) Dec. 23 (Wednesday before Christmas)

6) Dec. 20 (Super Sunday)

7) Nov. 28 (Saturday after Black Friday)

8) Dec. 22 (Tuesday before Christmas)

9) Dec. 5 (First Saturday in December)

10) Dec. 21 (Monday before Christmas)

Sensormatic Solutions said that in 2025, 35 percent of in-store holiday foot traffic occurred during the season’s 10 busiest days, a trend that’s expected to continue in 2026.

The company also said foot traffic is expected to be down 3.5 percent compared with last year and slightly lower than the year-to-date average (down 2.7 percent).

What that means for retailers is, shoppers who come into their stores most likely know what they want. Sensormatic Solutions noted that over the summer, conversion rates were up 5 percent year-over-year while sales per shopper also rose 5 percent, an indication that consumers are purchasing with intention.

Retailers need to have what consumers are looking for or risk losing the sale.