Millennial dad holiday shoppers to lead way in paying by smartphone

Sabrina Karl
Personal Finance Writer
Data whiz and visual storyteller


When shopping in-store for gifts this holiday season, 3 in 10 millennials say they’ll pay at the register with their smartphone. But it’s millennial dads who are leading the way on the digital checkout frontier. 

Millennial moms (age 22-35) expect to use their smartphone for in-store holiday purchases at the same percentage as millennial consumers in general, at 31 percent, according to new data from accounting and consulting firm PwC. But breaking out millennial dads shows that almost half (49 percent) say they’ll check out by phone. 

Across all consumers age 50 and under, the expected use of smartphone payments for in-store holiday shopping ranged from 21 to 31 percent, while only 8 percent of Americans age 51-70 say that they’ll pay with their device at the register. At age 71 and older, the share drops to just 1 percent. 

PwC’s survey also asked consumers whether they expect to check out using their wearable device in stores this holiday season. Instead of millennials age 22-35 leading the charge this time, the most likely cohort to pay with a wearable was consumers age 17-21, at 16 percent. 

Again, though, young tech-savvy fathers topped all groups for wearable checkouts, and by a large margin. More than a quarter of millennial dads age 22-35 (27 percent) predicted they’ll pay in-store with a wearable this holiday. 

The 2017 Holiday Outlook survey was conducted in July by PwC, the brand name of PricewaterhouseCoopers. Drawing on responses from almost 2,400 U.S. consumers age 13 and older, the survey findings were released Oct. 3.

See related: Mobile payments climb at register, but slowlyNo card, no problem: Pay with your ring, watch, bracelet, More infographics

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.

If you are commenting using a Facebook account, your profile information may be displayed with your comment depending on your privacy settings. By leaving the 'Post to Facebook' box selected, your comment will be published to your Facebook profile in addition to the space below.

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.

Weekly newsletter
Get the latest news, advice, articles and tips delivered to your inbox. It's FREE.

Updated: 03-25-2019