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Macy’s Shopper Survey: clothing and gift cards top the list of categories for holiday spending this season

Survey reveals average holiday budget, top spending categories and what services consumers will use to make holiday shopping easier

NEW YORK, 2015-10-15 — /EPR Retail News/ — Today, Macy’s (NYSE:M) announces findings from a holiday survey of more than 5,000 Macy’s shoppers (ages 18+) who were polled about their plans for this holiday shopping season. The survey results show that clothing and gift cards top the list of categories for holiday spending this season, with shoppers planning to spend an average budget of $1,211. Millennial Macy’s shoppers (ages 18 to 35) are more likely to say that getting a great deal is their favorite part of shopping, compared to those ages 36 to 65.

According to the holiday survey, more than half of Macy’s shoppers (53 percent) are planning to do the majority of their shopping in brick-and-mortar stores, while 35 percent will shop more online by computer. Fewer respondents (12 percent) cite that they will do the majority of their holiday shopping using a mobile device or tablet. In terms of spend, Macy’s shoppers have budgeted an average of $1,211 for their holiday shopping, with slightly lower average budgets for Millennials compared to their older counterparts ($971 versus $1,304).

The following shows the top spending categories among Macy’s shoppers, with clothing leading the list:

  • Clothing, 39 percent
  • Gift cards, 15 percent
  • Electronics, 12 percent
  • Toys and games, 10 percent
  • Accessories (e.g., handbags, wallets, scarves), 9 percent
  • Home goods, 9 percent

Millennial Macy’s shoppers plan to spend more on home goods than shoppers 36 to 65 (13 percent versus 7 percent), but less on gift cards (10 percent versus 17 percent for older shoppers).

When asked about their favorite part of holiday shopping, 37 percent of all respondents say finding the perfect gift for someone on their list, while just as many (35 percent) cite getting a great deal or bargain. Forty-one percent of Millennials say that getting a great deal is their favorite part, compared to their older counterparts at 33 percent.

More Millennial Macy’s shoppers cite that they have trouble finding the perfect gift compared to those ages 36 to 65 (50 percent versus 42 percent).

“We are excited to offer a free service for Macy’s customers that makes holiday shopping fun and effortless,” saidSusan Bertelsen, Macy’s group vice president of My Stylist@Macy’s. “With a quick conversation with one of our stylists available in more than 150 stores nationwide, customers will find the perfect gift for everyone on their list and stay within their budget –whether it’s family and friends or employees and clients. In fact, customers even have the option of giving a Stylist as the gift. A gift card comes with an appointment with a Stylist for the gift recipient, ensuring they get something they are sure to love and long remember.”

Time Spent when Shopping for Others

  • Macy’s shoppers spend the most time on gifts for significant others (39 percent), followed by children (27 percent) and parents/in-laws (15 percent), while less time is spent on friends (5 percent) and co-workers (1 percent).
  • Men spend more time than women shopping for their significant other (52 percent versus 34 percent).
  • Women spend more time than men shopping for children (30 percent versus 19 percent for men).

Making Holiday Shopping Easier

  • In terms of retailer services that shoppers are likely to use for holiday shopping, 50 percent of Macy’s shoppers say they’ll take advantage of the “Search & Send” offering (having a store search all store locations if it is out of stock and send to the shopper).
  • In addition, 45 percent would shop for a gift online and pick up in store.
  • Results show that more than half of Millennial Macy’s shoppers will use these services (54 percent for each).

For all of your gifting needs from the best brands and designers, visit

The survey was conducted through Macy’s Star Advisors, an online community of more than 15,000 shoppers, all of whom have made a purchase at Macy’s in the past year. The online survey was fielded from Sept. 21-28, 2015among 5,545 adults ages 18 and older, among which 5,451 are holiday shoppers.

About Macy’s
Macy’s, the largest retail brand of Macy’s, Inc., delivers fashion and affordable luxury to customers at approximately 775 locations in 45 states, the District of Columbia, Puerto Rico and Guam, as well as to customers in the U.S. and more than 100 international destinations through its leading online store at Via its stores, e-commerce site, mobile and social platforms, Macy’s offers distinctive assortments including the most desired family of exclusive and fashion brands for him, her and home. Macy’s is known for such epic events as Macy’s 4th of July Fireworks® and the Macy’s Thanksgiving Day Parade®, as well as spectacular fashion shows, culinary events, flower shows and celebrity appearances. Macy’s flagship stores — including Herald Square in New York City, Union Square in San Francisco, State Street in Chicago, and Dadeland in Miami and South Coast Plaza in southern California — are known internationally and are leading destinations for visitors. Building on a more than 150-year tradition, and with the collective support of customers and employees, Macy’s helps strengthen communities by supporting local and national charities giving more than $69 million each year to help make a difference in the lives of our customers.

For Macy’s media materials, including images and contacts, please visit our online pressroom at

Source: Macy’s

Macy’s Media Relations
Julie Strider Fukami, 646-429-5213
Macy’s Media Relations
Tracy Davis, 646-429-7470

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