## Which ETFs Are Making Moves as 159M Americans Hit the Stores This Super Saturday?

Super Saturday just wrapped, and the numbers tell quite a story. With 158.9 million shoppers flooding both physical stores and online platforms, retail just hit a record that could mean serious gains for the right ETF holdings. This marks a 1.1% jump from last year's 157.2 million and beats 2022's previous peak. But here's where it gets interesting for your portfolio—not all retail strength translates the same way.

## The Smart Shopper is Back, But With a Twist

Today's consumer isn't just hunting bargains anymore. They're hunting *value*. Recent data shows people are choosing quality and meaningful purchases over chasing rock-bottom discounts. Sounds bullish, right? Not quite. Here's the catch: the U.S. economy is pumping the brakes. You've got inflation pressing down, tariff concerns looming, and labor market softness creeping in.

S&P Global expects holiday sales to grow 4% year-over-year through December, but—and this is crucial—it's price growth, not volume growth. Consumers are spending about flat while paying higher prices. That's a "two-speed economy" where mega-retailers with pricing power survive while everyone else struggles.

## Which Stocks and ETFs Benefit From This Dynamic?

The winners? Companies like **Walmart** (WMT) and **Costco** (COST) that are capturing the "trade-down" crowd—high-income shoppers looking for deals. **Amazon** (AMZN) dominates too, thanks to seamless omnichannel capabilities and last-minute delivery promises that other players can't match.

For 2026, expect this pattern to intensify. Efficiency, pricing power, and loyal customer bases will separate winners from losers. That's exactly what the top-tier holdings in broad retail ETFs already possess.

## Four ETFs Worth Watching Right Now

**VanEck Retail ETF (RTH)** — $248 million in assets tracking 26 of the world's largest retailers. Top holdings: AMZN (19.53%), WMT (11.79%), COST (8.06%). Year-to-date performance: +11.6%. Fee: 35 bps. Last session volume: 0.01M shares.

**ProShares Online Retail ETF (ONLN)** — $179.17 billion average market cap across 19 e-commerce frontrunners. Top holdings: AMZN (23.35%), BABA (11.44%), EBAY (8.11%). Year-to-date performance: +31.9%. Fee: 58 bps. Last session volume: 0.02M shares.

**Global X E-commerce ETF (EBIZ)** — $51 million targeting 41 global e-commerce players. Top holdings: Expedia (EXPE) (6.10%), Shopify (SHOP) (5.57%), Alibaba (BABA) (4.87%). Year-to-date performance: +19.4%. Fee: 50 bps. Last session volume: 0.01M shares.

**Fidelity MSCI Consumer Staples Index ETF (FSTA)** — $1.33 billion covering 97 U.S. consumer staples stocks. Top holdings: WMT (14.48%), COST (11.96%), Procter & Gamble (PG) (10.05%). Year-to-date performance: +2.4%. Fee: 8 bps. Last session volume: 0.19M shares.

## The Real Saturday Quote? Volume Over Volatility

Super Saturday's 159M shoppers represent more than just holiday momentum—they signal where consumer cash is flowing. The stocks and ETFs capturing this migration, particularly those with pricing power and omnichannel reach, are positioned to outperform in a moderating growth environment. Whether it's broad retail exposure through RTH or pure e-commerce plays through ONLN, the data suggests selective retail strategies are beating the broader market heading into 2026.