AMERICAN EXPRESS SPENDING & SAVING TRACKER CONSUMERS PREPARING TO FIND STEALS & DEALS THIS HOLIDAY SHOPPING SEASON

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Myron Bridges
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1 AMERICAN EXPRESS SPENDING & SAVING TRACKER CONSUMERS PREPARING TO FIND STEALS & DEALS THIS HOLIDAY SHOPPING SEASON

2 THANKSGIVING WEEKEND HOLIDAY SHOPPING INTENTIONS 2

3 SHOPPING INTENTIONS THIS THANKSGIVING HOLIDAY WEEKEND - INCREASE IN PLANS EVIDENT AMONG THE AFFLUENT Overall just under one-half of consumers plan to shop on Black Friday and Cyber Monday (45% and 47%, respectively). Significantly more affluent shoppers plan on participating in Black Friday than one year ago (56% vs. 46% in ). OVERALL THANKSGIVING WEEKEND SHOPPING INTENTIONS "BLACK FRIDAY" (Friday after Thanksgiving) 45% 48% AFFLUENT 56% 46% CYBER MONDAY (Monday after Thanksgiving) 47% 46% Day after Christmas 23% 23% 3 Q.9 Will you be shopping on any of the following days? Among those shopping for the holidays this year

4 BLACK FRIDAY AVERAGE SPEND EXPECTATIONS UP 17% FROM ONE YEAR AGO Overall, consumers plan to spend $584 (vs. $501 in ) on average, this Black Friday the day after Thanksgiving. Six-in-ten (62%) expect to have finished about one-half or less. THANKSGIVING HOLIDAY SHOPPING EXPECTED PROGRESS About one-half or less will be completed on "Black Friday" More than half All of my shopping will be completed on "Black Friday" 3% 5% 27% 26% 62% 59% ($501 AVERAGE $584 IN ) AVERAGE EXPECTED SPEND BLACK FRIDAY WEEKEND Not sure 8% 11% 4 Q.10 How much do you expect to spend overall on holiday gifts this year? Among those shopping on "Black Friday" for the holidays this year Q.13 How much of your holiday shopping do you plan to complete on "Black Friday"? Among those shopping on "Black Friday" for the holidays this year who are not finished shopping

BLACK-FRIDAY SHOPPING EXPECTED TO START EARLY FOR MOST EITHER ONLINE OR IN-STORE Most "Black Friday" shoppers plan to shop between the hours of 12 AM, and 7 AM (55%) 67% say their shopping will

5 BLACK-FRIDAY SHOPPING EXPECTED TO START EARLY FOR MOST EITHER ONLINE OR IN-STORE Most "Black Friday" shoppers plan to shop between the hours of 12 AM, and 7 AM (55%) 67% say their shopping will include both online and in-store and 23% will look for their holiday weekend deals, on this day, in-store only. OVERALL BLACK FRIDAY SHOPPING PLANS Between 12 a.m. and 7 a.m. Between 8 a.m. and 10 a.m. After 10 a.m. Not sure 23% 20% 7% 12% 15% 18% 55% 50% 67% 23% BOTH Online and In-Store IN-STORE only 10% ONLINE only 5 Q.12 What time do you plan to start your holiday shopping this "Black Friday"? Among those shopping on "Black Friday" for the holidays this year Q.11 Where will you be shopping for holiday gifts this "Black Friday"? Among those shopping on "Black Friday" for the holidays this year

6 OVERALL HOLIDAY SHOPPING SEASON EXPECTATIONS 6

7 OVERALL SHOPPING LIST THIS HOLIDAY SEASON INCLUDES EIGHT PEOPLE; MOST EXPENSIVE PURCHASE EXPECTED TO BE ON CHILDREN Holiday shoppers, on average, have eight people on their holiday list and expect to spend $839. The most expensive spending expected on children (36%). OVERALL HOLIDAY SHOPPING PLANS MOST EXPENSIVE GIFT RECIPIENT $839 AVERAGE SPENDING DOLLARS Children Spouse or significant other 23% 24% 36% 34% 8 GIFT RECIPIENTS ON THEIR THEIR HOLIDAY GIFT LIST Parents Siblings Friends Extended family members 7% 9% 6% 5% 5% 4% 5% 6% Pets 1% 1% 7 Q.16 How much do you expect to spend overall on holiday gifts this year? Q.17 Average number of people on holiday gift list Q.18 Who do you plan to spend the most on this holiday season?

8 SIGNIFICANT INCREASE IN ONLINE PURCHASING WITH PLANS TO COMPLETE ALL OR MOST HOLIDAY SHOPPING ONLINE Six-in-ten (62%) shoppers intend to purchase gifts online this holiday season, and twoin-five (41% vs. 36% in ) say this will include all or most of their purchases. OVERALL HOLIDAY SHOPPING PLANS ONLINE PURCHASES 62% ONLINE PURCHASERS All or most online Some purchases online 41% 36% 45% 47% Not sure/depends on what I find 14% 17% 8 Q.30 How much of your holiday PURCHASING will be done online?

9 MAJORITY OF HOLIDAY SHOPPERS PLAN TO USE THEIR MOBILE DEVICES TO CONQUER THEIR GIFT LIST THIS SEASON Fifty-eight percent of holiday shoppers intend to use their smart device for holiday shopping this year (up from 49% in ) with at least a third browsing for gift ideas (36%) or comparing prices (33%). And, 27% who will make purchases this year on their device (vs. 19% in ). USE OF MOBILE DEVICES FOR HOLIDAY SHOPPING Browsing for gift ideas Visit different websites to compare prices Make purchases Access deals available through mobile applications 19% 19% 19% 27% 27% 27% 36% 33% 58% (49% in ) WILL USE MOBILE DEVICE FOR HOLIDAY SHOPPING Purchasing and/or redeeming mobile or e-gift cards on your cell phone 16% 14% Use barcode scanning apps to compare prices 16% 15% 9 Q.31 Which of the following ways do you intend to use your cell phone or mobile device for holiday shopping this year?

10 SUPERSTORES MOST POPULAR GO-TO THIS HOLIDAY SEASON Two-thirds of holiday shoppers plan to shop at a superstore this holiday season, online or in-store. Less than one-half expect to shop at department stores (47%). PLACES CONSUMERS INTEND TO HOLIDAY SHOP, INCLUDING IN-STORE OR ONLINE Superstores Department Stores Large Electronic Stores Small Business store Mainstream retail stores 67% 67% 47% 50% 34% 35% 33% 28% 29% 25% 10 Q.33 Where do you plan to holiday shop, including in-store or online, this year?

11 MOST HOLIDAY SHOPPERS LIKELY TO GIVE GIFT CARDS Gift cards (57%) continue to top shopping lists, followed by clothing and accessories (47%) and toys/games (44%). HOLIDAY GIFTS LIKELY TO GIVE THIS YEAR GIFT CARDS Clothing and accessories Toys and games Cash (not including tips) Electronics Entertainment Perfume and cologne Music - DVDs, CDs Books or magazines Jewelry or watches Spirits/Liquor/Wine 26% 24% 26% 28% 25% 22% 24% 24% 24% 26% 24% 24% 22% 23% 21% 20% 47% 48% 44% 43% 57% 55% 59% WOMEN GIFT CARDS 54% MEN 11 Electronics - such as, MP3 players, ipods, mobile phone, tablets, - not including TVs Entertainment such as, movie tickets, theatre etc. Q.14 Which of the following types of items will you be likely to give as gifts this year? 22 items in all rated- top 11 illustrated

12 MOST HOLIDAY SHOPPERS EXPECT TO PAY FOR GIFTS WITH CASH, CHECK, DEBIT About two-thirds (65%) of holiday shoppers plan to pay for their gifts with cash, check or debit card (vs. 68% in ). METHOD OF PAYING FOR HOLIDAY SHOPPING Cash, check or debit Charge/credit card with intent of paying the balance off in full Rewards points Gift cards you received but haven't used Savings Charge/credit card as a loan with intent to pay off over time Layaway store payment plans 18% 18% 15% 16% 14% 16% 12% 13% 8% 10% 29% 28% 65% 68% 12 Q.20 How do you plan to pay for your holiday shopping?

13 CHARITABLE GIVING ON THE RISE ESPECIALLY MILLENNIALS About two-thirds (65%) of consumers overall are planning charitable giving over the holiday season. Significantly more millennials (age 18-29) have philanthropic intentions (74% vs. 60% in ). ANY CHARITABLE GIVING OVER THE HOLIDAY SEASON 65% CONSUMERS OVERALL (VS. 62% IN ) MILLENNIALS 74% (VS. 60% IN ) 13 Q.37 What types of charitable giving are you planning over the holiday?

HOLIDAY SPENDING TO INCLUDE TRAVEL TO VISIT FAMILY & FRIENDS Consumers overall similarly expect to spend on holiday décor/ decorations (33%), special dinner out (31%) and attending a holiday party.

14 HOLIDAY SPENDING TO INCLUDE TRAVEL TO VISIT FAMILY & FRIENDS Consumers overall similarly expect to spend on holiday décor/ decorations (33%), special dinner out (31%) and attending a holiday party. More than one-quarter plan to travel to visit family and friends (27%) and spend an average of $394. OTHER HOLIDAY SPENDING INTENTIONS Holiday décor/decorations 33% 32% Special dinner out 31% 31% Attending a holiday party Travel costs to visit family and friends Hosting a holiday party Holiday photos Attending a holiday theatre or a musical 9% 10% 30% 28% 27% 22% 21% 19% 17% 19% $394 AVERAGE (vs. $345 in ) 14 Q.35 Aside from buying gifts this holiday season, what other holiday expenses do you anticipate? Q.36 How much do you plan to spend on travel costs to visit family and friends?

15 ABOUT THE AMERICAN EXPRESS SPENDING & SAVING TRACKER METHODOLOGY The American Express Spending & Saving Tracker research was completed online among a random sample of 1,503 adults, including the general U.S. population, as well as an affluent demographic defined by a minimum annual household income of $100,000. Interviewing was conducted by Ebiquity between September 23-28,. The results reported have an overall margin of error of +/- 2.5 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 and services: charge and credit cards, business credit cards, Plenti rewards program, travel services, gift cards, prepaid cards, merchant services, corporate card and business travel. ABOUT EBIQUITY, PLC. Ebiquity are independent marketing performance specialists. Ebiquity enables brands across the world to make better informed decisions to improve their brand and business performance across integrated communications channels. Learn more at blog.ebiquity.com, 15

Simon Holiday PR Study

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