Research and Statistics

Many holiday shoppers would give up their data for discounts

Sabrina Karl
Personal Finance Writer
Data whiz and visual storyteller


If consumers were spooked last holiday shopping season by the massive Equifax data breach, it appears they’re loosening up this year.’s annual holiday shopping survey shows that while a full 50 percent of U.S. adults said last fall that they wouldn’t be willing to share personal information with stores in exchange for a free gift or a holiday discount, the reluctant share has dropped to just over a third this year (35 percent).

At the other end of the spectrum, almost a quarter this year said an unqualified, “Yes, I would share my information” (23 percent). That’s up from 16 percent who were so willing last year.

See related: Consumers putting themselves at risk with unsafe online shopping habits

The most common response in 2018’s survey was a hesitant “maybe if the discount is really good,” given by 43 percent of respondents. Last year, the “maybe” group represented about a third (34 percent).

The survey results also indicated men were more willing than women to provide personal information to retailers without hesitation (27 percent for men, 19 percent for women), and that women were more swayed by a good giveaway or discount. Almost half of the women (47 percent) said they’d consider it if the deal were good enough, compared to just 37 percent of men who said that might persuade them.

The 2018 holiday shopping survey was administered online Sept. 30 to 1,069 adults age 18 and older. After analyzing the data according to U.S. Census demographics, the results were released Oct. 4.

What’s up next?

In Research and Statistics

Should you buy identity theft coverage from your home insurer?

Identity theft protection from your home insurer can help you recover from fraud damage, but there are preventive measures you can take for free

Published: October 12, 2018

See more stories
Credit Card Rate Report Updated: September 11th, 2019
Cash Back

Questions or comments?

Contact us

Editorial corrections policies

Learn more

Join the Discussion

We encourage an active and insightful conversation among our users. Please help us keep our community civil and respectful. For your safety, do not disclose confidential or personal information such as bank account numbers or social security numbers. Anything you post may be disclosed, published, transmitted or reused.

The editorial content on is not sponsored by any bank or credit card issuer. The journalists in the editorial department are separate from the company’s business operations. The comments posted below are not provided, reviewed or approved by any company mentioned in our editorial content. Additionally, any companies mentioned in the content do not assume responsibility to ensure that all posts and/or questions are answered.