Consumer Spending Expected to Rise This Holiday Season after 2014 Dip
03 December 2015 - 2:44AM
Business Wire
Discover’s Annual Holiday Survey Highlights
Digital Divide in Shopping Preferences between Millennials and
Non-Millennials
Spending is expected to be on the rise this holiday season,
according to Discover’s annual holiday survey. After an 11 percent
drop in expected holiday spending from $1,014 in 2013 to $900 in
2014, consumers plan to spend 3 percent more in 2015. Compared to
five years ago, when holiday shoppers planned on spending $730 on
average, this year’s anticipated spend of $927 represents a 27
percent increase.
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When differentiating between millennials and non-millennials,
the younger generation is spending more at a faster rate: 43
percent of shoppers between the ages of 18-34 expect to spend more
this year than they did last holiday season, compared to 22 percent
of shoppers ages 35 and older.
The preferred method of payment for holiday shopping will be
with a credit card, as approximately 41 percent of those surveyed
will pay with credit, followed by 27 percent using a debit card and
18 percent spending cash. Credit card usage is up 18 percent
compared to five years ago when only 23 percent of those surveyed
planned on using their credit card most often for holiday
shopping.
Both millennials and non-millennials plan to spend similar
amounts overall this holiday season—$941 and $926,
respectively—however, the Discover survey found stark differences
in the two groups’ shopping habits.
Millennials prefer mobile shopping experience more than
non-millennials
Millennials are expected to outpace non-millennials more than
2-to-1 this year when it comes to shopping on mobile devices, as 73
percent of millennials surveyed say they will use a smartphone or
tablet for holiday shopping, compared to 32 percent of
non-millennials. Similarly, 52 percent of millennials say they’ll
do most of their holiday shopping online, compared to 42 percent of
non-millennials.
When it comes to mobile wallets, 36 percent of millennials
surveyed currently use that technology, compared to 15 percent of
non-millennials. Among those using a mobile wallet, 80 percent of
millennials say they will use it for holiday shopping, compared to
69 percent of non-millennials.
Additional survey findings include:
- While millennials plan to spend
slightly more this season than non-millennials, 66 percent of
millennials say they will set a budget for holiday spending,
compared to 52 percent of non-millennials.
- Consumers identified sales/discounts
(57 percent), convenience (19 percent) and customer service (13
percent) as the most important factors when shopping at retail
stores this holiday season.
- Consumers are split when asked what
type of shopping they plan to do most this year, with 45 percent
planning to shop in-store and 46 percent shopping online
- Credit card rewards continue to be a
factor in choosing credit as the preferred method of spending. Of
those using credit cards the most this season, 42 percent are doing
so in order to earn rewards points
About Discover’s Annual Holiday Survey
The national survey of 1,508 consumers was commissioned by
Discover and conducted by Instantly, an independent survey research
firm, between October 30 and November 2, 2015. The maximum
margin of sampling error was ±3 percentage points with a 95 percent
level of confidence.
About Discover
Discover Financial Services (NYSE: DFS) is a direct banking and
payment services company with one of the most recognized brands in
U.S. financial services. Since its inception in 1986, the company
has become one of the largest card issuers in the United States.
The company issues the Discover card, America's cash rewards
pioneer, and offers private student loans, personal loans, home
equity loans, checking and savings accounts and certificates of
deposit through its direct banking business. It operates the
Discover Network, with millions of merchant and cash access
locations; PULSE, one of the nation's leading ATM/debit networks;
and Diners Club International, a global payments network with
acceptance in more than 185 countries and territories. For more
information, visit www.discover.com/company.
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Discover Financial ServicesDerek Cuculich,
224-405-0665derekcuculich@discover.com
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