Seven out of 10 Consumers Plan to Shop on Black Friday and Cyber
Monday This Year
RIVERWOODS, Ill.--(BUSINESS WIRE)--
Twice as many Americans are planning to increase their spending during
the 2013 holiday season compared to just three years ago, according to
the Discover Holiday Shopping Survey commissioned by Discover Financial
Services. Half of Americans plan to spend between $500 and $5,000,
compared to just 40 percent who planned to spend that much in 2012.
In addition to the positive spending shift, consumers are also shifting
how they plan to shop, as evidenced by the growing role of technology.
The vast majority of consumers, 84 percent, say they will shop both
in-store and online, up from 60 percent in 2012. In addition, 51 percent
plan to use a smartphone app to compare prices and 31 percent say they
would use a mobile wallet for their purchases.
2013 Holiday Shopping Figures: Consumers Are Geared Up to Spend
This holiday season, Americans plan to spend an average of $1,014, a 20
percent increase over 2012. The percentage of consumers who plan to
increase their spending has doubled since 2010, from 13 percent to 27
percent. Men are particularly bullish about shopping, as their spending
plans have increased by 15 percentage points since 2010 to 31 percent.
In comparison, 22 percent of women will spend more this year, an
increase of 12 percentage points since 2010.
More than half, 52 percent, have a budget for the holiday season. Women
with a budget slightly increased in number from last year, 55 percent
compared to 53 percent, while men with a budget slightly decreased, at
48 percent compared to 50 percent.
Thirty-one percent of consumers plan to spend between $500 and $1,000 on
holiday shopping, up 5 percent from 2012. Nineteen percent of consumers
plan to spend between $1,000 and $5,000, also up 5 percent from 2012.
Key Spending Drivers
As consumers consider the factors most likely to influence their holiday
spending, retailer's sales and promotions take the lead, followed by
household expenses and existing debt obligations:
Retailers' sales and promotions, 44 percent
Household expenses, 27 percent
Existing debt obligations, 14 percent
Americans plan to spend more at restaurants than on apparel this holiday
shopping season. Exactly half of consumers plan to spend between $100
and $500 at restaurants. Eighty percent of shoppers plan to spend less
than $500 on apparel, comprised of 40 percent who plan to spend less
than $100 and 40 percent who plan to spend between $100 and $500.
Cash remains the respondents' favorite way to pay for their purchases;
55 percent plan to use cash to make their holiday purchases, while 29
percent plan to use credit. Of those who will use credit, 40 percent
will use their accumulated credit card rewards to supplement their
Customer service is also a driving force for holiday purchases in 2013,
as 49 percent of Americans say a bad customer service experience will
affect their decision to shop with a particular retailer again.
Black Friday and Cyber Monday: A Matter of Preference
The majority of shoppers, 70 percent, plan to take advantage of Black
Friday or Cyber Monday deals, comprised of 40 percent of shoppers
planning to brave the crowds on Black Friday and 30 percent planning to
go online for Cyber Monday. Additionally, one-third of shoppers will do
a majority of their shopping on one of these days.
Consumers are not likely to go into Black Friday and/or Cyber Monday
blind, as 76 percent of consumers plan to research the deals ahead of
time. While scouting the sales, consumers will employ a range of tactics
including researching newspapers and online news sites, 42 percent;
retailers' websites/promotional emails, 33 percent; social media, 8
percent; and TV/radio, 8 percent.
Americans prefer Black Friday because they say the shopping holiday
offers better sales, at 41 percent. Additional factors influence
shoppers' willingness to face the crowds, including 21 percent
preferring to see items in-store, and 20 percent upholding family
Convenience is king for Cyber Monday shoppers as 63 percent say they
appreciate the ease of online shopping. Nearly a quarter, 24 percent,
say they find better sales, and 11 percent prefer the ability to easily
No matter consumers' preference between the two big shopping events,
shoppers top purchases will be electronics, clothing, toys and jewelry:
Electronics, 87 percent
Clothing, 71 percent
Toys, 58 percent
Jewelry, 30 percent
About the Discover Annual Holiday Shopping Survey
The Discover Annual Holiday Shopping Survey was an online poll of 1,005
American adults, 502 male and 503 female. The poll was conducted online
between Sept. 24 and Oct. 22, 2013, by Penn Schoen and Berland.
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 home
loans, private student loans, personal loans, home equity loans,
checking and savings accounts, certificates of deposit and money market
accounts 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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Source: Discover Financial Services