Macy’s Shopper Survey Yields Insights for Holiday 2015

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

NEW YORK–(BUSINESS WIRE)–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

“We are excited to offer a free service for Macy’s customers that makes
holiday shopping fun and effortless,” said Susan 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

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
  • 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, 2015 among 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

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


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