Research and Statistics

Millennial dad holiday shoppers to lead way in paying by smartphone


About 30 percent of millennial holiday shoppers expect to pay by smartphone, a PwC survey finds. Millennial dads are leading the way, with 49 percent saying they will check out via their digital device.

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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.

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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.

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