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Research and Statistics

Many holiday shoppers would give up their data for discounts


A new survey shows the share of U.S. consumers who are reluctant to give up their data to a store for a holiday discount has fallen since last year, despite high-profile data breaches.

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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.

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