As the holidays draw near, learn the preparations that shoppers will make for their holiday purchases this year. With information that includes consumer attitudes relative to information security and privacy, you can discover how the opinions of those who have become recent victims of a data breach view shopping and retailers can differ. Learn who is more likely to have made a budget in advance, who prefers to reward themselves, and who's considering a DIY gift this year. Make your shopping merry this holiday season - and learn how others will shape their approach, too.

1. Experian Holiday Shopping Survey
EDELMAN BERLAND
November 2014
1 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement

2. Research Methodology
WHO HOW MANY ACCURACY WHEN HOW
Adults Nationwide
(18+)
n=1,005
Margin of Error =
± 3.1%
Data Collection
Occurred
October 29 -
November 3, 2014
Online Survey
RESEARCH OBJECTIVE:
To garner media-genic research around consumer’s holiday shopping behaviors with regard to
spending, identity protection and retail data breaches
2 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement

3. Key Findings
• Consumers anticipate spending more on holiday gifts this season compared to 2013, but 30%
plan to do their holiday shopping without creating a set budget
• Many plan to charge their holiday purchases on major credit cards (48%) and store credit cards (22%) or
put gifts on layaway (12%).
• Shoppers are particularly concerned about identity theft / fraud during the holiday season,
and they have an appetite for more information from retailers about how customer information
is being protected
• Consumers themselves take various precautions when shopping, but they also expect retailers to be
especially vigilant during this period of high volume commerce
• Shoppers that have been affected by a recent retail data breach are especially likely to take various actions
to protect their identities when shopping both in-store and online
• Consumers expect retailers to keep customer information protected, and breaches have direct
consequences for visitation and purchasing
• Nearly one in four consumers will shop at stores that had a recent data breach less often or not at all
• Fully 28% of retail data breach victims report that they have stopped shopping at the breached store
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4. Holiday Gift Spending
4

5. Holiday shopping is often unbudgeted; this year 30% of consumers
plan to shop for holiday gifts without first setting a target spending
amount
(Shown: % Done in the past; % Plan to do this season)
62%
Holiday Spending Behaviors
54%
38%
44%
30%
25%
29%
17%
Shop for holiday gifts without a set
budget
Set aside a budget for holiday gift
shopping
Put off a major purchase to make it a
holiday gift
Open a store credit card to purchase a
holiday gift
Done in the past Planning to do this holiday season
Anticipated Spending Behaviors
(Shown: % Plan to do this season)
Men Women 18-34 65+
31% 30% 28% 42%
34% 42% 42% 25%
30% 20% 32% 15%
27% 7% 25% 8%
Q5: Below is a list of holiday shopping behaviors. Which, if any, of the following have you ever done in the past / do you plan to do this holiday
season?
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6. More than a quarter of consumers plan to give an “experience” or a
DIY gift this holiday season
Holiday Gift-Giving Behaviors
(Shown: % Done in the past; % Plan to do this season)
55%
53%
37%
46%
33%
27%
Buy yourself a holiday gift
Give a DIY / homemade holiday
gift
Give an "experience" as a
holiday gift
Done in the past Planning to do this holiday season
Anticipated Gift-Giving Behaviors
(Shown: % Plan to do this season)
Men Women 18-34 65+
41% 33% 43% 22%
33% 33% 38% 28%
29% 25% 31% 22%
Q5: Below is a list of holiday shopping behaviors. Which, if any, of the following have you ever done in the past / do you plan to do this holiday
season?
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7. More than a quarter of consumers plan to give an “experience” or a
DIY gift this holiday season
63%
47%
43%
Experiential Gifts
(Shown: % Selected)
39%
34%
Food & dining
Travel & adventure
Arts & culture
Sports & entertainment
Health & beauty
Men
(n=146)
Women
(n=125)
18-34
(n=94)
65+
(n=34)
62% 66% 66% 50%
53% 40% 52% 26%
40% 46% 34% 41%
45% 34% 46% 21%
37% 31% 40% 21%
Q5: Below is a list of holiday shopping behaviors. Which, if any, of the following have you ever done in the past / do you plan to do this holiday
season?
Q6: Which of the following types of “experiential” gifts do you plan on giving this year? (Asked if giving an “experiential” gift this season, n=271)
7 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement

8. Shoppers anticipate spending marginally more on holiday gifts this
season compared to 2013
$722
Holiday Gift Spending by Year
$800
(Shown: Mean USD amount)
$644
$509
$566
$758
$864
$652
$563 $560
Total Men Women 18-34 65+
Reported 2013 Holiday Spending Anticipated 2014 Holiday Spending
Holiday Gift Spending Trend
NET +11 MORE
36%
25%
39%
Spending more this holiday season
Spending the same amount / Unsure
Spending less this holiday season
Q7: People spend different amounts on holiday gifts each season. Approximately how much did you spend on holiday gifts last season / do you
plan to spend on holiday gifts this season?
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9. Cash is the most universal form of payment for holiday gifts, but
nearly half of consumers anticipate using a debit card this season
Anticipated Payment Methods
(Shown: % Selected)
59%
48%
47%
23%
22%
12%
9%
Cash
Major credit card
Debit Card
Reward Points
Store credit card
Layaway
Specialized Savings
Account
No
Retail
Breach
Retail
Breach Men Women 18-34 65+
60% 58% 56% 62% 62% 54%
40% 54% 44% 52% 42% 59%
45% 49% 48% 46% 56% 29%
20% 25% 23% 22% 25% 9%
15% 27% 25% 19% 22% 20%
11% 12% 15% 8% 12% 3%
7% 11% 13% 5% 9% 5%
Q8: How do you plan to pay for your holiday gifts this year?
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10. Identity Protection
10

11. Majorities want to hear how retailers are protecting customer
information this holiday season; interest is particularly high among
recent data breach victims
Identity Concerns & Retailer
79%
76%
62%
Expectations
(Shown: % Agree)
I would like to hear from retail
stores about what they are
doing to protect my personal /
credit card information before
the holiday holiday shopping
season starts
I am concerned about the risk
of identity theft / fraud during
the holiday shopping season
Retail stores will place higher
emphasis on protecting their
customers' personal / credit
card information during the
holiday shopping season
No
Retail
Breach
Retail
Breach Men Women 18-34 65+
72% 84% 79% 79% 75% 85%
69% 81% 77% 74% 68% 78%
61% 63% 69% 56% 64% 58%
Q14: To what extent do you agree or disagree with each of the following statements?
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12. Consumers overall feel their identities are more at risk when
shopping online than in-store, but retail breach victims are more
split
Perceived Places of Identity Risk
(Shown: % Selected)
30%
23%
18%
14%
12%
When shopping
online
In a retail store
In a restaurant
At the ATM
At a gas station
No
Retail
Breach
33% 28% 28% 32% 39% 32%
21% 25% 21% 26% 22% 18%
14% 21% 18% 18% 11% 28%
20% 10% 18% 10% 17% 7%
10% 14% 14% 10% 10% 11%
Q13: Where do you feel that your identity is most at risk this holiday season?
Retail
Breach Men Women 18-34 65+
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13. Shoppers anticipate visiting both physical and online stores; two in
five plan to use a mobile device for holiday purchases
Anticipated
Shopping
Breakout
(Shown: Mean
Percentages)
12%
39%
48%
Tota
l
Anticipated Shopping Methods
No
Retail
Breach
(Shown: At least 1%)
Retail
Breach Men Women 18-34 65+
Physical
Store
95% 92% 97% 94% 96% 95% 95%
Online Store
via
Computer
86% 80% 91% 87% 86% 90% 82%
Online Store
via Mobile
Device
41% 32% 49% 56% 27% 57% 14%
Q9: What percentage of your holiday shopping do you anticipate doing in a physical store / online, using a desktop or laptop computer / online,
using a Smartphone, tablet or other mobile device?
13 © Copyright 2014 Daniel J Edelman Inc. Intelligent Engagement

14. Among consumers who plan to use a mobile device for holiday
shopping, nearly a third never interact with their mobile app privacy
policies
Shopping App Privacy Policy Interaction
(Shown: % Selected)
31% 28% 32% 26%
43% 42%
26%
30%
44%
24%
46%
28%
40% 33% 33%
38%
22%
37%
29%
24%
43%
Total No retail
breach
(n=137)
Retail breach
(n=280)
Men (n=281) Women
(n=136)
18-34 (n=171) 65+ (n=21)
When downloading and if updated When downloading only Never
Q12: Thinking about the mobile apps that you use for shopping, which of the following best describes how you interact with their privacy policies?
(Asked if shopping via mobile device, n=417)
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15. Victims of recent retail breaches are especially apt to take security
precautions when shopping in-store
In-Store Shopping Precautions
71%
70%
68%
(Shown: % Action taken)
63%
55%
47%
41%
Stay aware of surroundings
Do not leave purse / wallet in an
unattended car
Carry a closed wallet or purse
when shopping
Conduct transaction only at the
register
Keep credit / debit cards
covered until the point of…
Use a credit card / cash instead
of a debit card
Cover the pin pad when
entering PIN number at…
No
Retail
Breach
(n=397)
Retail
Breach
(n=557) Men
(n=471)
Women
(n=483)
18-34
(n=285)
65+
(n=144)
70% 73% 62% 81% 65% 83%
66% 73% 54% 87% 62% 87%
59% 75% 51% 85% 60% 86%
57% 67% 50% 75% 53% 75%
49% 60% 42% 68% 48% 66%
43% 50% 40% 54% 31% 62%
39% 42% 37% 45% 39% 37%
Q10: Which, if any, of the following actions do you take to protect your identity when shopping in a physical, brick-and-mortar store? (Asked if
shopping in-store, n=954)
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16. Retail breach victims also demonstrate greater awareness and
caution when shopping online
Online Shopping Precautions
(Shown: % Action Taken)
61%
61%
59%
59%
54%
46%
28%
Log out of personal accounts
after shopping
Check to see if the site is secure
Shop only on personal,
protected internet connections…
Go to websites directly instead
of clicking on links
Do not click on links sent in
emails
Do not store payment card
information on a retailer's…
Pay with a credit card dedicated
specifically for online shopping
No
Retail
Breach
(n=355)
Retail
Breach
(n=544) Men
(n=447)
Women
(n=452)
18-34
(n=280)
57% 64% 49% 73% 53% 68%
53% 67% 54% 68% 56% 70%
52% 63% 50% 67% 55% 70%
52% 63% 52% 66% 56% 63%
48% 58% 46% 62% 47% 64%
42% 49% 37% 56% 36% 57%
31% 26% 32% 24% 26% 27%
Q11: Which, if any, of the following actions do you take to protect your identity when shopping online? (Asked if shopping online, n=899)
65+
(n=126)
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17. Data Breach Impact
17

18. One in two consumers has been notified of a retail data breach in
the past two years
Data Breach Experience by Industry
(Shown: % Received notification of at least 1
57%
35%
breach)
24%
20%
19%
18%
16%
Retail stores
Financial institutions
Web service providers
Medical providers
Government agencies
Foodservice providers
Technology companies
Men Women 18-34 65+
55% 60% 53% 60%
41% 28% 30% 33%
35% 14% 28% 18%
29% 12% 20% 16%
31% 7% 18% 12%
30% 7% 21% 11%
27% 6% 18% 9%
Q16: In the past two years, approximately how many data breach notifications do you recall receiving from each of the following?
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19. One in four retail data breach victims have stopped shopping at the
store where their personal information was compromised
71%
Retail Data Breach Reactions
46%
(Shown: % Action taken)
30%
28%
16%
Checked bank statements for suspicious
activity
Checked my credit report
Enrolled in credit monitoring services
offered by the company with the data
breach
Stopped shopping at the breached store
Enrolled in credit monitoring services not
offered by the company with the data
breach
Q17: Which, if any, of the following actions did you take after you were notified that you were impacted by a retail data breach? (Asked if received
at least 1 retail data breach notification, n=575)
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20. Recent retail data breaches have encouraged consumers to shop
with cash more often; data breach victims also plan to use debit
cards less often
Data Breach Purchase Impact
40%
(Shown: % Selected)
25%
23%
18%
14%
14%
I will pay with cash more
I will pay with debit cards
less often or not at all
I will shop at stores that I
have had a data breach…
I will pay with credit cards
less often or not at all
I will pay with store credit
cards less often or not at all
I will shop onine less often or
not at all
No
Retail
Breach
Retail
Breach Men Women 18-34 65+
41% 39% 38% 42% 42% 38%
20% 28% 26% 23% 19% 23%
18% 27% 23% 23% 22% 28%
16% 20% 24% 12% 16% 14%
13% 16% 20% 9% 14% 13%
14% 14% 20% 8% 12% 10%
Q15: How, if at all, will recent retail data breaches impact the way you make purchases during the holiday season?
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