Americans to spread holiday cheer by spending more money and shopping on mobile this year AMERICAN EXPRESS SPENDING & SAVING TRACKER

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1 Americans to spread holiday cheer by spending more money and shopping on mobile this year AMERICAN EXPRESS SPENDING & SAVING TRACKER

AMERICANS ARE ALREADY CROSSING ITEMS OFF OF THEIR SHOPPING LISTS As of end-of-september, one-third (%) of consumers say they have already started their holiday shopping, up

2 AMERICANS ARE ALREADY CROSSING ITEMS OFF OF THEIR SHOPPING LISTS As of end-of-september, one-third (%) of consumers say they have already started their holiday shopping, up significantly from 5% in. THE BEGINNING OF HOLIDAY SHOPPING 1% 1% % 7% % 8% 1% 5% July-September January - June Prior to January Q.7 When did you begin your holiday shopping? Among total respondents

ACROSS THE BOARD, THE MOST POPULAR GIFTS TO GIVE THIS YEAR ARE: GIFT CARDS, CLOTHING AND ACCESSORIES, TOYS AND GAMES When it comes to gifts, Americans expect to spend an average of $908, an 8%

3 ACROSS THE BOARD, THE MOST POPULAR GIFTS TO GIVE THIS YEAR ARE: GIFT CARDS, CLOTHING AND ACCESSORIES, TOYS AND GAMES When it comes to gifts, Americans expect to spend an average of $908, an 8% increase from last year ($89 in ), and among affluent consumers, the expected gift spend increases to an average of $1,51. Americans expect to spend $908 on holiday +8% gifts, on average. ($89 in ) Among affluent consumers, the expected gift spend is $1,51 on average. ($1,560 in ) OVERALL HOLIDAY GIFT SPEND Q.16 How much do you expect to spend overall on holiday gifts this year? Q.1 Which of the following types of items will you be likely to give as gifts this year? Among total respondents HOLIDAY GIFTS LIKELY TO GIVE THIS YEAR Gift cards Clothing and accessories Toys and games Electronics (MP players, Ipods) Perfume and cologne Entertainment (movie tickets, theatre) Books or magazines Music (i.e., DVDs, CDs) Jewelry or watches Cash (not including tips) Computers and accessories 1% 6% 7% % 5% 5% % % % % % % % 6% 1% 15% 5% 57% 51% 7% 50% %

4 MORE THAN IN AMERICANS ARE TURNING TO THEIR MOBILE DEVICES FOR THEIR HOLIDAY SHOPPING, WHETHER TO BROWSE, COMPARE PRICES OR VIEW DEALS Seventy-six percent of holiday shoppers intend to use their mobile devices for holiday shopping this year (vs. 58% in ). There has also been a significant increase (6%) in Americans planning to purchase and/or redeem e-gift cards on mobile devices this year (6% vs. 16% in ). USE OF MOBILE DEVICES FOR HOLIDAY SHOPPING Visit different websites to compare prices Browsing for gift ideas Make purchases Access deals available through mobile applications Purchasing and/or redeeming mobile or e-gift cards on your cell phone Use barcode scanning apps to compare prices 7% % % 6% 6% 7% 6% 19% 6% +6% 16% 19% 16% (58% in ) 76% will use mobile devices for holiday shopping Q.1 Which of the following ways do you intend to use your cell phone or mobile device for holiday shopping this year? Among total respondents

5 VIRTUALLY ALL CONSUMERS WILL SHOP ONLINE, WHETHER THEY RE RESEARCHING, COMPARING PRICES, LOOKING FOR HARD-TO-FIND GIFTS, OR ULTIMATELY TO MAKE A PURCHASE For the past four years, about six-in-ten consumers have preferred to make their holiday gift purchases online (60%). ROLE THE INTERNET PLAYS IN HOLIDAY SHOPPING Purchases online (59% in 01; 58% in 01) 60% 60% Look for hard to find items online Use the internet to research products and compare prices but will not purchase online % % % 8% 9% (87% in ) will holiday shop online this year Look for gift ideas online but purchase at a retail store 1% 0% 5 Q.9 What role will the internet play in your holiday shopping this year? Among total respondents

6 THE GO TO PLACE FOR ONLINE HOLIDAY SHOPPING ARE ONE-STOP SHOPPING NETWORKS The top place for online holiday shopping are shopping networks, such as Amazon and ebay (65%), followed by superstores, like Target and Walmart (8%). THE ONLINE GO-TO HOLIDAY SHOPPING One-stop shopping network (i.e. Amazon, ebay, etc.) 65% Online direct from superstore's webpage (i.e. Target, Walmart, Costco, Sam's Club, etc.) Online direct from department stores webpage (i.e. Sears, Macy's) 0% 8% Online wholesale website (i.e. Etsy) Online direct from mainstream retail stores webpage (i.e. Banana Republic, the Gap, William Sonoma) Online direct from small business store's webpage (locallyowned, independent store) 1% 0% 18% 6 Q.H1 And, where will you shop online for the holidays? Among online holiday shoppers

7 MANY CONSUMERS HAVE PLANS TO HOLIDAY SHOPPING ON BLACK FRIDAY AND CYBER MONDAY THIS YEAR Fifty-three percent (5%) of consumers plan to shop on Black Friday this year, up significantly from 5% in, and it is the highest level of participation since 010 (the first year polled as part of this study). Not far behind, 50% of consumers have plans to shop on Cyber Monday, up slightly from last year (7%). OVERALL THANKSGIVING WEEKEND SHOPPING INTENTIONS SHOPPING INTENTIONS ON BLACK FRIDAY TREND OVER TIME BLACK FRIDAY (Friday after Thanksgiving) 5% 5% 1% % 5% 5% 8% 5% 5% CYBER MONDAY (Monday after Thanksgiving) 50% 7% Black Friday (Friday after Thanksgiving) Day after Christmas % % 7 Q.9 Will you be shopping on any of the following days? Among those shopping for the holidays this year

8 HOLIDAY SPENDING GOES BEYOND SHOPPING FOR GIFTS Americans expect to spend an average of $ on holiday-related expenses this year (up 7% from $1 in ), like hosting and attending holiday parties, as well as decorating the home for the season. In particular, spending on decorations has increased 58% from ($185 vs. $117), and costs associated with attending a holiday party have increased 57% from ($119 vs. $76). OTHER HOLIDAY SPENDING INTENTIONS AND AVERAGE EXPECT TO SPEND Americans expect to spend an average of $ (vs. $1 in ) on holiday-related expenses this year. Holiday décor/decorations Special dinner out Travel costs to visit family and friends Attending a holiday party 5% 1% 0% 7% 7% % 9% 0% $ % $76 $185+58% $117 Hosting a holiday party Holiday photos Attending a holiday theatre or a musical % 1% % 17% 1% 9% 8 Q.5 Aside from buying gifts this holiday season, what other holiday expenses do you anticipate? Among total respondents Q.6 How much do you plan to spend on holiday expenses? Among those with expectations to spend on [area expect to spend]

9 HOURS SPENT PREPPING FOR THE HOLIDAY SEASON IS UP 5% During the holiday season (between October and December), consumers expect to spend 58 hours (vs. 7 hours in ) of their time prepping for the holidays, including holiday parties, cooking, traveling to see family, and most of all, shopping for gifts (17 hours). Not surprisingly, seven out of ten consumers admit that they find the holidays to be stressful. HOURS SPENT PREPPING FOR THE HOLIDAY SEASON Holiday shopping Travel time to visit family and friends Cooking/Preparing holiday meals Grocery shopping for holiday meals and guests Volunteering Attending holiday parties Wrapping presents Preparing to host holiday parties Waiting in traffic during the holidays Writing holiday cards or greetings Shipping presents Writing thank you notes Packing for holiday travel % hours prepping for the holidays (vs. 7 hours in ) find the holiday 70% stressful 9 Q.0 During the holiday season (between October and December), how many hours do you think you will spend on the following? Q.1 How stressful do you find the holiday season? Very stressful, somewhat stressful, or not stressful Among total respondents

10 ABOUT THE AMERICAN EXPRESS SPENDING & SAVING TRACKER METHODOLOGY The American Express Spending & Saving Tracker research was completed online among a random sample of 1,50 adults, including the general U.S. population, an affluent demographic defined by a minimum annual household income of $100,000. Interviewing was conducted by Ebiquity from September 1-19,. The results have an overall margin of error of +/-.5 at the 95 percent level of confidence. ABOUT AMERICAN EXPRESS American Express is a global services company, providing customers with access to products, insights and experiences that enrich lives and build business success. Learn more at americanexpress.com and connect with us on facebook.com/americanexpress, foursquare.com/americanexpress, linkedin.com/company/american-express, twitter.com/americanexpress, and youtube.com/americanexpress. Key links to products, services and corporate responsibility information: charge and credit cards, business credit cards, Plenti rewards program, travel services, gift cards, prepaid cards, merchant services, corporate card, business travel and corporate responsibility. ABOUT EBIQUITY, PLC. Ebiquity is a leading independent marketing analytics specialist. They provide objective data insights to major brands worldwide, helping them navigate the evolving marketing landscape to achieve business success. They work with over 80% of the world s biggest advertisers and offer industry-leading services including Marketing Effectiveness, Multi-channel Analytics, Agency Pitch Management, Agency Contract Compliance, Digital Performance Measurement, and Media Auditing. Ebiquity employs over 900 people in 19 offices in 1 countries worldwide. 10

Simon Holiday PR Study

Simon Holiday PR Study Final Report OCTOBER Prepared by: Introduction and Methodology Introduction and Methodology The purpose of this study was to evaluate holiday shopping behavior and perceptions for