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EDELMAN BERLAND Experian Holiday Shopping Survey November 2014
RESEARCH OBJECTIVE: To garner media-genic research around consumer’s holiday shopping behaviors with regard to spending, identity protection and retail data breaches Research Methodology
Consumers anticipate spending more on holiday gifts this season compared to 2013, but 30% plan to do their holiday shopping without creating a set budget Many plan to charge their holiday purchases on major credit cards (48%) and store credit cards (22%) or put gifts on layaway (12%). Shoppers are particularly concerned about identity theft / fraud during the holiday season, and they have an appetite for more information from retailers about how customer information is being protected Consumers themselves take various precautions when shopping, but they also expect retailers to be especially vigilant during this period of high volume commerce Shoppers that have been affected by a recent retail data breach are especially likely to take various actions to protect their identities when shopping both in-store and online Consumers expect retailers to keep customer information protected, and breaches have direct consequences for visitation and purchasing Nearly one in four consumers will shop at stores that had a recent data breach less often or not at all Fully 28% of retail data breach victims report that they have stopped shopping at the breached store Key Findings
Holiday Gift Spending
Holiday shopping is often unbudgeted; this year 30% of consumers plan to shop for holiday gifts without first setting a target spending amount Q5: Below is a list of holiday shopping behaviors. Which, if any, of the following have you ever done in the past / do you plan to do this holiday season? Anticipated Spending Behaviors (Shown: % Plan to do this season)
More than a quarter of consumers plan to give an “experience” or a DIY gift this holiday season Q5: Below is a list of holiday shopping behaviors. Which, if any, of the following have you ever done in the past / do you plan to do this holiday season? Anticipated Gift-Giving Behaviors (Shown: % Plan to do this season)
More than a quarter of consumers plan to give an “experience” or a DIY gift this holiday season Q5: Below is a list of holiday shopping behaviors. Which, if any, of the following have you ever done in the past / do you plan to do this holiday season? Q6: Which of the following types of “experiential” gifts do you plan on giving this year? (Asked if giving an “experiential” gift this season, n=271)
Shoppers anticipate spending marginally more on holiday gifts this season compared to 2013 NET +11 MORE Q7: People spend different amounts on holiday gifts each season. Approximately how much did you spend on holiday gifts last season / do you plan to spend on holiday gifts this season?
Cash is the most universal form of payment for holiday gifts, but nearly half of consumers anticipate using a debit card this season Q8: How do you plan to pay for your holiday gifts this year?
Q14: To what extent do you agree or disagree with each of the following statements? Majorities want to hear how retailers are protecting customer information this holiday season; interest is particularly high among recent data breach victims
Consumers overall feel their identities are more at risk when shopping online than in-store, but retail breach victims are more split Q13: Where do you feel that your identity is most at risk this holiday season?
Shoppers anticipate visiting both physical and online stores; two in five plan to use a mobile device for holiday purchases Anticipated Shopping Methods (Shown: At least 1%) Q9: What percentage of your holiday shopping do you anticipate doing in a physical store / online, using a desktop or laptop computer / online, using a Smartphone, tablet or other mobile device?
Among consumers who plan to use a mobile device for holiday shopping, nearly a third never interact with their mobile app privacy policies Q12: Thinking about the mobile apps that you use for shopping, which of the following best describes how you interact with their privacy policies? (Asked if shopping via mobile device, n=417)
Victims of recent retail breaches are especially apt to take security precautions when shopping in-store Q10: Which, if any, of the following actions do you take to protect your identity when shopping in a physical, brick-and-mortar store? (Asked if shopping in-store, n=954)
Retail breach victims also demonstrate greater awareness and caution when shopping online Q11: Which, if any, of the following actions do you take to protect your identity when shopping online? (Asked if shopping online, n=899)
Data Breach Impact
One in two consumers has been notified of a retail data breach in the past two years Q16: In the past two years, approximately how many data breach notifications do you recall receiving from each of the following?
One in four retail data breach victims have stopped shopping at the store where their personal information was compromised Q17: Which, if any, of the following actions did you take after you were notified that you were impacted by a retail data breach? (Asked if received at least 1 retail data breach notification, n=575)
Recent retail data breaches have encouraged consumers to shop with cash more often; data breach victims also plan to use debit cards less often Q15: How, if at all, will recent retail data breaches impact the way you make purchases during the holiday season?