CHARLESTON, W.Va. — While it may be crowded, last minute shoppers West Virginia might run into some of the best deals of the holiday season this weekend.

President of the West Virginia Retailers Association Bridget Lambert says her team estimates half of the state’s residents still have shopping to do, and retailers will be ready to welcome them in with deals.

“We expect over half of consumers in West Virginia to be completing their shopping list,” Lambert said when talking about this coming weekend. “We know that retailers are ready and prepared with great seasonal promotions for the shoppers who venture out this “Super Saturday.”

Despite Black Friday proving to be the best time for savings for in-person retail shoppers, Lambert says that stores know last-minute shoppers need good deals before the clock strikes midnight.

“They have great deals, and retailers market to consumers,” Lambert said. “They know once the season is rolling down in December, they mark things down, so it’s really a customer’s paradise this time of year when you go into the stores.”

Over 150 million customers are expected to be out shopping on what’s now known as “Super Saturday,” the final Saturday before Christmas Day, which this year falls on a Wednesday. Lambert says big crowds and heavy traffic in stores will likely come for retailers in the Mountain State.

“It will be very busy,” Lambert said. “We expect a lot of foot traffic in the stores, and we expect a lot of deals and seasonal promotions to be available for customers who are out shopping.

The estimated 157 million shoppers pursuing deals on Saturday will be a significant up-tick from 2023’s Super Saturday that brought out around 142 million people and will be just behind 2022’s record-setting Super Saturday that saw 158.5 million flock to the stores.

While malls and shopping centers will be providing deals for those willing to brave the crowds, Lambert says shoppers should be on the lookout for good deals at smaller, local establishments.

“We know that small mom and pop stores have extended store hours this time of year, so your main street merchants in your local community are rolling out the red carpet, as well as the other retailers who are in your local area,” Lambert said.