Everyone knows the importance of Black Friday in the world of holiday gift shopping. The day after Thanksgiving is the traditional start of the holiday shopping season. Super Saturday might not be as well known among consumers, but for retailers, the final Saturday before the Christmas holiday is just as important as more than 158 million consumers head out to buy last minute gifts.

That’s a lot of shoppers and includes about 10 million more this year than last, according to a survey released by the National Retail Federation and Prosper Insights & Analytics. The 158 million consumers expected to head out tomorrow is the highest number of Super Saturday shoppers since the NRF first started tracking the data in 2016.

If sales estimates hold up it could be a truly happy holiday season for individual investors who own shares of stocks in companies like Walmart (Tii:WMT), Amazon (Tii:AMZN), Home Depot (Tii:HD), Costco (Tii:COST), TJX Companies (Tii:TJX) and Target (Tii:TGT).

The NRF reported that holiday spending is expected to be healthy even with inflation still high. The group forecast that holiday retail sales during November and December would grow between 6% and 8% over 2021 to between $942.6 billion and $960.4 billion. Last year’s holiday sales grew 13.5% over 2020 and totaled $889.3 billion, shattering previous records. Holiday retail sales have averaged an increase of 4.9% over the past 10 years, with pandemic spending in recent years accounting for considerable gains. Consumers plan to spend $832.84 on average on gifts and holiday items such as decorations and food, in line with the average for the last 10 years.

“Consumers have been shopping in record numbers this year, purchasing holiday items for friends and loved ones,” said Matthew Shay, NRF president and CEO. “With Super Saturday falling eight days before Christmas, retailers are prepared to help shoppers fulfill their last-minute purchases that will make this holiday season memorable.”

Of the 158.5 million anticipated Super Saturday shoppers, 44.1 million (28%) plan to shop only in stores, 42.2 million (27%) plan to shop only online, and 72.2 million (46%) plan to shop both in stores and online. In line with recent years, as of early December, holiday shoppers said they had completed about half (53%) of their purchases. They plan to finish their holiday purchases online (47%), at department stores (37%), at discount stores (27%), at clothing/accessories stores (24%) and at grocery stores (19%).

The top gifts consumers have bought so far include clothing (50%), toys (34%), gift cards (28%), books and other media (26%), and food or candy (23%). That’s good news for retail shareholders of companies like Lululemon Athletica (Tii:LULU), Nordstrom (Tii:JWN), Mattel (Tii:MAT), Hasbro (Tii:HAS), Hershey Co. (Tii:HSY) and Tootsie Roll Industries (Tii:TR).

Holiday shoppers aren’t just giving gifts. They are giving experiences too, with 28% of holiday shoppers planning to give a gift of experience such as tickets to a concert or sporting event, a gym membership, spa service or art class, up from 23% last year and the highest since NRF began asking consumers this question in 2015. That’s music to the ears of retail investors with shares in Live Nation Entertainment (Tii:LYV), World Wrestling Entertainment (Tii:WWE), Planet Fitness (Tii:PLNT), Peloton (Tii:PTON) and others.

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