1. Holiday Shopping Consumer Survey Results
Sharon Brant
Head of Market Insights
November 1, 2017

2. Online survey conducted with Socratic Technologies through an online consumer panel in October ,001 Consumer Respondents

3. Key Takeaways
Most Consumers plan to buy gifts this holiday season, with in-store and online/mobile app channels the most preferred shopping methods.
Eight out of ten (80%) plan to purchase holiday gifts this year.
As age increases, plans to purchase gifts decline.
The two most common reasons for not purchasing gifts this holiday season are related to income/economic situation and preferring to give cash.
For consumers that prefer in-store shopping, touching and feeling merchandise is mentioned as the primary reason across generations.
Among those that plan to spend more online/mobile app, convenience is stated as the number one reason.
Among payment methods, Credit Cards are most preferred.
Half of consumers (50%) mention that credit cards are their most preferred payment method, debit cards are second tier at 23%.
More Millennials and Gen X’ers prefer debit cards than Boomers and Retirees.
When thinking about security, prepaid store/gift cards are seen as the safest payment method, followed by PayPal.
Apple Pay and other mobile wallets are perceived as least safe.
Regifting is fairly common, with 45% of consumers saying they have regifted at some point in the past.
Home décor and gift cards are the most commonly regifted items.
The top reason for regifting is believing the person regifting to will like the gift more; this is true among all generations.

4. Generation Comparison

5. Do you plan to purchase gifts this holiday season
Do you plan to purchase gifts this holiday season? If so, what percent do you plan to spend through each channel?
Most consumers plan to purchase gifts this holiday season; shopping in-store and online or using a mobile app are the most preferred methods
Younger generations estimate more shopping online/mobile app than older generations
Plan to Purchase Gifts
Total
Millennials
(a)
Gen X
(b)
Boomers
(c)
Retirees
(d)
Total, n=
1,001
234
248
381
138
Yes No
Haven’t decided yet
Estimated Share of Shopping Channels (Mean)
Plan to purchase gifts, n=
798
212
211
291 84
In-store / At a retail store
47%
42%
45%
51%
50%
Online or using a mobile app
43%
37%
34%
Mail order / Telephone order 8% 5% 7% 9%
11%
Some other way 3% 2% 1% 4% cd cd d ab
abc a a ab a cd cd a a b b
Base: Total per sub-group | Letters denote significant differences at the 95% confidence level. M310A. Do you plan to purchase gifts this holiday season? | Base: Those who plan to purchase gifts | M310. What percent of your holiday shopping for gifts do you plan to spend through each shopping channel below?

6. What percent do you plan to spend online or using a mobile app?
Compared with younger generations, more Boomers and Retirees are not planning on shopping online
Estimated Share of Shopping Online (Means)
Total
Millennials
(a)
Gen X
(b)
Boomers
(c)
Retirees
(d)
Plan to purchase gifts, n=
798
212
211
291 84
100%
76%-99%
51%-75%
26%-50%
1%-25% 0% c
bcd
acd ab ab ab ab
Base: Those who plan to purchase gifts | Letters denote significant differences at the 95% confidence level. M310. What percent of your holiday shopping for gifts do you plan to spend through each shopping channel below?

7. Why might you decide to not purchase gifts
Why might you decide to not purchase gifts? / Why are you not planning on purchasing gifts?
The two most common reasons for not purchasing gifts this holiday season are related to income/economic situation and preferring to give cash
Reasons for Not Purchasing Gifts
Total
Millennials
(a)
Gen X
(b)
Boomers
(c)
Retirees
(d)
Total, n=
1,001
234
248
381
138
Income/economic situation (can’t afford at this time)
Give cash instead
Family/friends don't exchange gifts
Prefer to spend time with family/friends instead of gifts
Family/friends are too hard to shop for
Shop after the holidays to save money
Prefer to make gifts
Don't believe in exchanging gifts
For religious reasons
Other reasons
Question does not apply to me d c cd cd
Results are similar among those who plan to purchase holiday gifts and those who do not
Base: Total per sub-group | Letters denote significant differences at the 95% confidence level. M311. Which of the following represents why you may decide NOT to purchase a gift for someone? / Which of the following best represents why you do not plan to purchase gifts this holiday season?

8. How does your plan to spend through online/mobile app this year compare to last year?
Millennials and Gen X are more likely (than Boomers and Retirees) to do more of their shopping online or through a mobile app this year
P2P Usage
Total
Millennials
(a)
Gen X
(b)
Boomers
(c)
Retirees
(d)
Those who plan to shop online/mobile app, n=
697
200
191
239 67
More than last year (NET)
38%
46%
44%
33%
16%
Online/mobile app shopping will be a lot more than last year
Online/mobile app shopping will be a little more than last year
Will be no different than last year
Online/mobile app shopping will be a little less than last year
Online/mobile app shopping will be a lot less than last year cd cd d d cd d d d
abc a
Base: Those who plan to shop online or through a mobile app | Letters denote significant differences at the 95% confidence level. M312. You mentioned that you plan to spend [PERCENT]% of your holiday shopping this year online or using a mobile app. How does this compare to the amount of holiday shopping that you conducted online or using a mobile app last year?

9. Why are you planning to shop more online or with a mobile app?
Those who plan to do more of their holiday shopping online or through a mobile app attribute convenience as the main reason
Reasons for More Online Shopping
Total
Millennials
(a)
Gen X
(b)
Boomers
(c)
Retirees
(d)
Plan to spend more online, n=
267 92 84 80
11**
More convenient
Base size too low to report.
Free delivery
Lower prices available online
Stores are too crowded during the holidays
Better selection
Ship directly to gift recipient
I don’t like going to stores to shop
Product reviews offered by online retailer
Easy return policy
Gifts I’m looking to buy sell out in-stores quickly
Safer to buy online
I don’t live in an area with a large selection of retailers
Other reasons
**Base size too low to report. Base: Those who do not plan to purchase gifts | Letters denote significant differences at the 95% confidence level. M313. Which of the following describe why you are planning to spend more of your holiday shopping this year online or using a mobile app?

10. Why are you planning on spending more shopping in-stores than online or using a mobile app?
Those who plan to do more of their shopping in-store than online or through a mobile app say that touching and feeling the merchandise is the main reason why
Reasons for Shopping In-Store
Total
Millennials
(a)
Gen X
(b)
Boomers
(c)
Retirees
(d)
Plan to spend more in-store than online/mobile app, n=
369 71 82
167
49*
Like to touch and feel merchandise
Lower pricing/sales
Support local stores
Shopping in-stores gets me into the holiday spirit
Like the excitement/buzz during holiday shopping
Better customer service
Safer to buy in-store than online
Better selection
So that I can use cash to make purchases
Loyalty programs that I belong to
Unique product selection
Other reasons a a a d d d
*Low base size; use caution when interpreting results. | Base: Those who plan to spend more in-store than online/mobile app | Letters denote significant differences at the 95% confidence level. | M314. You indicated that you plan to spend more of your holiday shopping in-stores than online or using a mobile app. Which of the following describe why you are planning to spend more of your holiday shopping in-stores?

11. How safe do you think it is to use…
Prepaid store cards / gift cards are seen as the safest payment method
Apple Pay and other mobile wallets are perceived as least safest
Perceived Safety of Payment Methods
Total
Millennials
(a)
Gen X
(b)
Boomers
(c)
Retirees
(d)
Total, n=
1,001
234
248
381
138
Prepaid store card / gift card
PayPal
Credit card
Prepaid card / Reloadable card
Debit card
Apple Pay / mobile wallet
Extremely safe / no concerns at all
Mostly safe / Not much to worry about
76%
78%
81%
75%
65% d cd d d
69%
72%
68%
68%
66%
65%
62%
70%
64%
65%
63%
66%
68%
62%
62% cd cd
54%
57%
61%
51%
45% cd d cd
39%
49%
47%
33%
23% cd cd cd cd cd d d
Base: Total per sub-group | Letters denote significant differences at the 95% confidence level.
M315. How safe do you think it is to use each of the following payment methods to make purchases online or using a mobile app?

12. What is your preferred payment method to make purchases online or mobile app?
Credit cards are the most preferred payment method; this is especially true among retirees
More Millennials and Gen X’ers prefer debit cards than Boomers and Retirees
Preferred Payment Method for Online / Mobile App Purchases
Total
Millennials
(a)
Gen X
(b)
Boomers
(c)
Retirees
(d)
Total, n=
1,001
234
248
381
138
Credit card
Debit card
PayPal
Prepaid store card / gift card
Prepaid card / Reloadable card
Would never make a purchase online
abc cd cd a
Base: Total per sub-group| Letters denote significant differences at the 95% confidence level. M316. What is your preferred payment method to make purchases online or mobile app?

13. As you may be aware, there have been news stories in the past year about data breaches. How likely are you to do the following?
Regarding data breaches, the majority of consumers mention they will more closely monitor their card statements and only shop at well-known websites
Planned Actions for Data Breaches
(Definitely / Probably Will %)
Total
Millennials
(a)
Gen X
(b)
Boomers
(c)
Retirees
(d)
Total, n=
1,001
234
248
381
138
I will more closely monitor my credit / debit card statements than I have in the past
I will only shop online at websites that are well-known
I will set up alerts on my cards to notify me when purchases are made
I won’t do anything differently when shopping this holiday shopping season
I will use payment methods that I think are safer than credit and debit cards
I will avoid retailers / restaurants who have experienced data breaches
I will use cash more than I have in the past to pay for gifts
I will use in app payment options as much as possible
I plan to reduce my online shopping this year c
bcd cd
Base: Total per sub-group | Letters denote significant differences at the 95% confidence level. M317. As you may be aware, there have been news stories in the past year about data breaches at retailers, restaurants, and financial services companies. How likely are you to do each of the following this holiday shopping season?

14. How much do you like or dislike receiving gift cards as holiday gifts?
Three quarters of consumers like receiving a gift card as a holiday gift; Millennials like them the most
Overall Attitude Towards Gift Cards as Holiday Gifts
Total
Millennials
(a)
Gen X
(b)
Boomers
(c)
Retirees
(d)
Total, n=
1,001
234
248
381
138
T2B%
74%
85%
77%
69%
61%
Like it a lot
Like it somewhat
Neither like nor dislike it
Dislike it somewhat
Dislike it a lot
bcd cd d cd ab ab a
Base: Total per sub-group | Letters denote significant differences at the 95% confidence level.
M318. How much do you like or dislike receiving gift cards as holiday gifts?

15. Which type of gift card is your favorite to receive as a gift?
Visa / MasterCard prepaid cards followed by online gift cards are consumer’s favorites
Favorite Types of
Gift Cards
Total
Millennials
(a)
Gen X
(b)
Boomers
(c)
Retirees
(d)
Like receiving gift cards, n=
936
225
233
353
125
Visa / MasterCard prepaid cards
Online (e.g. Amazon)
Mass merchandiser
Restaurant
Department store
Specialty retail
Entertainment
Electronics
Spa / Salon
Fast food
Travel
Something else b cd d a a ab d a
abc
Base: Those who like receiving gifts cards as a gift | Letters denote significant differences at the 95% confidence level. M319. Which type of gift card is your favorite to receive as a gift?

16. Which of these would be your least favorite to receive as a gift?
Consumers mention Fruitcakes as the least favorite gift to receive
Least Favorite Types of Gifts to Receive
Total
Millennials
(a)
Gen X
(b)
Boomers
(c)
Retirees
(d)
Total, n=
1,001
234
248
381
138
Fruitcake
Alcohol / Liquor
Cologne / Perfume
Tie
Umbrella
Underwear
Socks
Scarf
Sweater
Pajamas / Robe
Gift basket
Slippers
Gloves
Something else
None of these / Love to receive any gift d d d a ab a c c b c
Base: Those who like receiving gifts cards as a gift | Letters denote significant differences at the 95% confidence level. M320. Which of these would be your least favorite to receive as a gift?

17. Have you ever regifted a gift that you received
Have you ever regifted a gift that you received? Which of these have you regifted? (Top 10)
Nearly one-half overall have regifted
Home décor and gift cards top the list of regifted items
Have Regifted
Total
Millennials
(a)
Gen X
(b)
Boomers
(c)
Retirees
(d)
Total, n=
1,001
234
248
381
138
Yes, I have regifted
Top Items Regifted
(Top 10)
Those who have regifted, n=
445
114
121
179
31*
Home décor
Gift card
Knick-Knacks
Alcohol/Liquor
Food item/candy
Scarf/gloves/hat
Cologne/Perfume
Book
CD/DVD
Costume jewelry d d d c c
*Low base size; use caution when interpreting results. | Base: Total per sub-group | Letters denote significant differences at the 95% confidence level. | M321. Have you ever regifted a gift that you received to someone else as a holiday gift? | Base: Those who have regifted | M322. Which of these have you ever regifted?

18. Thinking about the past 5 years, in how many of these 5 years did you regift?
Among those that have regifted, the majority have regifted only in the past one or two years
Regifted
Total
Millennials
(a)
Gen X
(b)
Boomers
(c)
Retirees
(d)
Those who have regifted, n=
445
114
121
179
31*
Zero times / It was more than 5 years ago
Regifted in 1 year
Regifted in 2 of the years
Regifted in 3 of the years
Regifted in 4 of the years
Regifted in all of the past 5 years a a bc
*Low base size; use caution when interpreting results. | Base: Those who have regifted | Letters denote significant differences at the 95% confidence level. M323. Thinking about the past 5 years, in how many of these 5 years did you regift a gift that you received to someone else as a holiday gift?

19. Which of these are reasons why you regifted a gift that you received from someone else?
The top reason for regifting is believing the person regifting to will like the gift more; this is true among all generations
Reasons for Regifting
Total
Millennials
(a)
Gen X
(b)
Boomers
(c)
Retirees
(d)
Those who have regifted, n=
445
114
121
179
31*
I thought the person receiving the gift would like it more than I did
Better than throwing it out
Just to get rid of it
To save some money
Unexpected gift situation and needed to gift something
Didn’t really like the person I regifted to
Some other reason c c c
*Low base size; use caution when interpreting results. | Base: Those who have regifted | Letters denote significant differences at the 95% confidence level. M324. Which of these are reasons why you regifted a gift that you received from someone else?

20. Gender Comparison

21. Do you plan to purchase gifts this holiday season
Do you plan to purchase gifts this holiday season? If so, what percent do you plan to spend through each channel?
More men compared with women say they plan to shop more in-store; similarly, more women say they plan to shop more online or using a mobile app
Plan to Purchase Gifts
Total
Male
(a)
Female
(b)
Total, n=
1,001
539
462
Yes No
Haven’t decided yet
Estimated Share of Shopping Channels (Mean)
Plan to purchase gifts, n=
798
419
379
In-store / At a retail store
47%
49%
45%
Online or using a mobile app
43%
40%
Mail order / Telephone order 8% 9% 7%
Some other way 3% 2% b a
Base: Total per sub-group | Letters denote significant differences at the 95% confidence level. M310A. Do you plan to purchase gifts this holiday season? | Base: Those who plan to purchase gifts | M310. What percent of your holiday shopping for gifts do you plan to spend through each shopping channel below?

22. What percent do you plan to spend online or using a mobile app?
More men say they plan to do 100% of their shopping online
Estimated Share of Shopping Online (Means)
Total
Male
(a)
Female
(b)
Plan to purchase gifts, n=
798
419
379
100%
76%-99%
51%-75%
26%-50%
1%-25% 0% b a b b
Base: Those who plan to purchase gifts | Letters denote significant differences at the 95% confidence level. M310. What percent of your holiday shopping for gifts do you plan to spend through each shopping channel below?

23. Why might you decide to not purchase gifts
Why might you decide to not purchase gifts? / Why are you not planning on purchasing gifts?
More women say their income/economic situation is a reason for not purchasing gifts this year
Reasons for Not Purchasing Gifts
Total
Male
(a)
Female
(b)
Total, n=
1,001
539
462
Income/economic situation (can’t afford at this time)
Give cash instead
Family/friends don't exchange gifts
Prefer to spend time with family/friends instead of gifts
Family/friends are too hard to shop for
Shop after the holidays to save money
Prefer to make gifts
Don't believe in exchanging gifts
For religious reasons
Other reasons
Question does not apply to me a a
Results are similar among those who plan to purchase holiday gifts and those who do not
Base: Total per sub-group | Letters denote significant differences at the 95% confidence level. M311. Which of the following represents why you may decide NOT to purchase a gift for someone? / Which of the following best represents why you do not plan to purchase gifts this holiday season?

24. How does your plan to spend through online/mobile app this year compare to last year?
More men say they plan to shop online more than last year compared with women
P2P Usage
Total
Male
(a)
Female
(b)
Those who plan to shop online/mobile app, n=
697
355
342
More than last year (NET)
38%
43%
34%
Online/mobile app shopping will be a lot more than last year
Online/mobile app shopping will be a little more than last year
Will be no different than last year
Online/mobile app shopping will be a little less than last year
Online/mobile app shopping will be a lot less than last year b a
Base: Those who plan to shop online or through a mobile app | Letters denote significant differences at the 95% confidence level. M312. You mentioned that you plan to spend [PERCENT]% of your holiday shopping this year online or using a mobile app. How does this compare to the amount of holiday shopping that you conducted online or using a mobile app last year?

25. Why are you planning to shop more online or with a mobile app?
More women mention they don’t live in an area with a large selection of retailers and therefore plan to shop more online
Reasons for More Online Shopping
Total
Male
(a)
Female
(b)
Plan to spend more online, n=
267
152
115
More convenient
Free delivery
Lower prices available online
Stores are too crowded during the holidays
Better selection
Ship directly to gift recipient
I don’t like going to stores to shop
Product reviews offered by online retailer
Easy return policy
Gifts I’m looking to buy sell out in-stores quickly
Safer to buy online
I don’t live in an area with a large selection of retailers
Other reasons a
Base: Those who do not plan to purchase gifts | Letters denote significant differences at the 95% confidence level. M313. Which of the following describe why you are planning to spend more of your holiday shopping this year online or using a mobile app?

26. Why are you planning on spending more shopping in-stores than online or using a mobile app?
More men mention better customer service as a reason for shopping more in-store, while more women say they like the excitement during holiday shopping as well as loyalty programs they belong to
Reasons for Shopping In-Store
Total
Male
(a)
Female
(b)
Plan to spend more in-store than online/mobile app, n=
369
214
155
Like to touch and feel merchandise
Lower pricing/sales
Support local stores
Shopping in-stores gets me into the holiday spirit
Like the excitement/buzz during holiday shopping
Better customer service
Safer to buy in-store than online
Better selection
So that I can use cash to make purchases
Loyalty programs that I belong to
Unique product selection
Other reasons a b a
Base: Those who plan to spend more in-store than online/mobile app | Letters denote significant differences at the 95% confidence level. | M314. You indicated that you plan to spend more of your holiday shopping in-stores than online or using a mobile app. Which of the following describe why you are planning to spend more of your holiday shopping in-stores?

27. How safe do you think it is to use…
More men find credit cards safer to use
Perceived Safety of Payment Methods
Total
Male
(a)
Female
(b)
Total, n=
1,001
539
462
Prepaid store card / gift card
PayPal
Credit card
Prepaid card / Reloadable card
Debit card
Apple Pay / mobile wallet
Extremely safe / no concerns at all
Mostly safe / Not much to worry about
76%
75%
76%
69%
70%
68%
65%
68%
61% b b
63%
62%
64%
54%
55%
53%
39%
41%
36%
Base: Total per sub-group | Letters denote significant differences at the 95% confidence level.
M315. How safe do you think it is to use each of the following payment methods to make purchases online or using a mobile app?

28. What is your preferred payment method to make purchases online or mobile app?
Preferred payment methods among men and women are generally consistent
Preferred Payment Method for Online / Mobile App Purchases
Total
Male
(a)
Female
(b)
Total, n=
1,001
539
462
Credit card
Debit card
PayPal
Prepaid store card / gift card
Prepaid card / Reloadable card
Would never make a purchase online a b
Base: Total per sub-group| Letters denote significant differences at the 95% confidence level. M316. What is your preferred payment method to make purchases online or mobile app?

29. As you may be aware, there have been news stories in the past year about data breaches. How likely are you to do the following?
Regarding data breaches, more women than men plan to more closely monitor their card statements and only shop at websites that are well-known
Planned Actions for Data Breaches
(4,5 ratings on 1-5 scale)
Total
Male
(a)
Female
(b)
Total, n=
1,001
539
462
I will more closely monitor my credit / debit card statements than I have in the past
I will only shop online at websites that are well-known
I will set up alerts on my cards to notify me when purchases are made
I won’t do anything differently when shopping this holiday shopping season
I will use payment methods that I think are safer than credit and debit cards
I will avoid retailers / restaurants who have experienced data breaches
I will use cash more than I have in the past to pay for gifts
I will use in app payment options as much as possible
I plan to reduce my online shopping this year a a
Base: Total per sub-group | Letters denote significant differences at the 95% confidence level. M317. As you may be aware, there have been news stories in the past year about data breaches at retailers, restaurants, and financial services companies. How likely are you to do each of the following this holiday shopping season?

30. How much do you like or dislike receiving gift cards as holiday gifts?
More women like receiving gift cards
Overall Attitude Towards Gift Cards as Holiday Gifts
Total
Male
(a)
Female
(b)
Total, n=
1,001
539
462
T2B%
74%
69%
80%
Like it a lot
Like it somewhat
Neither like nor dislike it
Dislike it somewhat
Dislike it a lot a a b b
Base: Total per sub-group | Letters denote significant differences at the 95% confidence level.
M318. How much do you like or dislike receiving gift cards as holiday gifts?

31. Which type of gift card is your favorite to receive as a gift?
Mass merchandise gift cards, department store gift cards, and spa/salon gift cards are more appealing to women, while more men prefer electronics gift cards
Favorite Types of
Gift Cards
Total
Male
(a)
Female
(b)
Like receiving gift cards, n=
936
498
438
Visa / MasterCard prepaid cards
Online (e.g. Amazon)
Mass merchandiser
Restaurant
Department store
Specialty retail
Entertainment
Electronics
Spa / Salon
Fast food
Travel
Something else a a b a
Base: Those who like receiving gifts cards as a gift | Letters denote significant differences at the 95% confidence level. M319. Which type of gift card is your favorite to receive as a gift?

32. Which of these would be your least favorite to receive as a gift?
Least favorite types of gifts are generally consistent among men and women
Least Favorite Types of Gifts to Receive
Total
Male
(a)
Female
(b)
Total, n=
1,001
539
462
Fruitcake
Alcohol / Liquor
Cologne / Perfume
Tie
Umbrella
Underwear
Socks
Scarf
Sweater
Pajamas / Robe
Gift basket
Slippers
Gloves
Something else
None of these / Love to receive any gift a b b b
Base: Those who like receiving gifts cards as a gift | Letters denote significant differences at the 95% confidence level. M320. Which of these would be your least favorite to receive as a gift?

33. Have you ever regifted a gift that you received
Have you ever regifted a gift that you received? Which of these have you regifted? (Top 10)
More women overall have regifted
Home décor, perfume, and costume jewelry are items women regift more than men; men regift more CDs/DVDs
Have Regifted
Total
Male
(a)
Female
(b)
Total, n=
1,001
539
462
Yes, I have regifted
Top Items Regifted
(Top 10)
Those who have regifted, n=
445
189
256
Home décor
Gift card
Knick-Knacks
Alcohol/Liquor
Food item/candy
Scarf/gloves/hat
Cologne/Perfume
Book
CD/DVD
Costume jewelry a a a a b a
Base: Total per sub-group | Letters denote significant differences at the 95% confidence level. | M321. Have you ever regifted a gift that you received to someone else as a holiday gift? | Base: Those who have regifted | M322. Which of these have you ever regifted?

34. Thinking about the past 5 years, in how many of these 5 years did you regift?
Men and women have similar regifting history
Regifted
Total
Male
(a)
Female
(b)
Those who have regifted, n=
445
189
256
Zero times / It was more than 5 years ago
Regifted in 1 year
Regifted in 2 of the years
Regifted in 3 of the years
Regifted in 4 of the years
Regifted in all of the past 5 years a
Base: Those who have regifted | Letters denote significant differences at the 95% confidence level. M323. Thinking about the past 5 years, in how many of these 5 years did you regift a gift that you received to someone else as a holiday gift?

35. Which of these are reasons why you regifted a gift that you received from someone else?
More women state unexpected gift situations as a reason for regifting
Reasons for Regifting
Total
Male
(a)
Female
(b)
Those who have regifted, n=
445
189
256
I thought the person receiving the gift would like it more than I did
Better than throwing it out
Just to get rid of it
To save some money
Unexpected gift situation and needed to gift something
Didn’t really like the person I regifted to
Some other reason a
Base: Those who have regifted | Letters denote significant differences at the 95% confidence level. M324. Which of these are reasons why you regifted a gift that you received from someone else?