consumer trends

Seventy-Eight Percent of Consumers Overspend on Holiday Purchases

Millennials budget more and spend less than Gen-Xers and Boomers

CHERRY HILL, N.J., Nov. 29, 2016 /PRNewswire/ — Nearly eight out of 10 consumers (78 percent) overspend on holiday purchases, according to TD Bank’s Merry Money Holiday Spending Survey – with the average shopper overspending by $215.

While more than half of TD’s survey respondents (52 percent) create a budget – only 70 percent actually stick to it.

So what makes holiday shoppers blow their budgets? Sixty-five percent say it’s all about finding the perfect gift, while 57 percent indulge in small impulse purchases such as stocking stuffers and holiday treats. Nearly half of all consumers (49 percent) also treat themselves while shopping, while one in four goes over budget on incidentals, like wrapping paper and gift cards.

“Spending during the holidays can add a lot of stress to what should be a wonderful and relaxing time of year,” said James Capolongo, Head of Deposit Products, Pricing and Fee Income for TD Bank. “By establishing a budget and using a debit card to make the most of your holiday, people can avoid overspending and shift their focus to what matters most – spending time with family and friends.”

Debit cards are convenient; cash isn’t dead

Fifty-five percent of those surveyed use debit cards for holiday purchases – citing convenience (61 percent) and ease of budgeting (59 percent). Credit cards got the nod for bigger purchases (56 percent) and online shopping (57 percent).

Here’s how today’s holiday shoppers prefer to pay, according to the survey:

  • 55 percent use debit cards – especially for purchases under $20 (47 percent)
  • 61 percent use credit cards – especially for purchases over $20 (60 percent)
  • 57 percent use cash or a check
  • 7 percent used prepaid cards

Watch out for the holiday hangover

When paying for holiday purchases, 48 percent of those surveyed plan to pay as they go, while one in four (25 percent) will need at least three months to cover holiday bills.

With average retail credit card interest rates at 23.84 percent, according to CreditCards.com, consumers who do not make repayment a priority could end up spending far more than they’ve budgeted. According to CreditCards.com a consumer with a $1,000 balance on a retail credit card (with an annual interest rate of 23 percent) who makes only the minimum payments will need 73 months to pay off the balance, incurring $840 in interest fees.

What makes a perfect gift?

There’s good news for those who fear the holidays have become too commercial: More than 22 percent said it was the giver – NOT the gift – that made a present a personal favorite.

But don’t ditch that iPad for a hand-knit scarf! Electronics still topped the list as the favorite type of gift (20 percent), closely followed by jewelry (12 percent).

On women, men and Millennials

The emotions that come with the holidays — good and bad — make it difficult for even the most budget-conscious shoppers to stick to a plan.

While women outspend men on gifts for family and friends ($191versus $161), men outspend women on their pets ($32 versus $17), coworkers ($45 versus $24) and themselves ($55 versus $39).

Millennials are more likely to create a holiday budget (64 percent) than gen Xers (52 percent) and baby boomers (43 percent). They’re also slightly more likely to stick to their budgets (73 percent compared with 70 percent overall).

All told, Millennials spend less during the holidays ($515) than their counterparts (gen Xers $589; and boomers $530) and are also more likely to re-gift (61 percent) than gen Xers (56 percent) and boomers (47 percent).

“The emotions that come with the holidays — good and bad — make it difficult for even the most budget-conscious shoppers to stick to a plan,” said Lauren Greutman, Frugal Living Expert. “Give yourself a little wiggle room during the season, but keep an eye on the small, extra purchases and incidentals – that’s where spending can really add up.”

Additional highlights are available on the TD Bank Media Room.

 

 

 

Survey Methodology
Research company MARU/Matchbox conducted the survey among a nationally representative sample of Americans shopping for the Holiday Season. The online fieldwork occurred between Nov. 10-14, 2016. A total 1283 completes were gathered in the U.S. Data has been weighted by age, gender and region to reflect the population. Margin of Error on the total sample is +/-2.7 percent.
About MARU/Matchbox
MARU/Matchbox, formerly the Research & Consulting division of Vision Critical, is a professional services firm dedicated to improving its clients’ business outcomes. It delivers its services through teams of sector-specific research consultants that have technology in their DNA, specializing in the use of Insight Community and Voice of Market technology. MARU/ Matchbox’s research drives decision-making across all aspects of customer experience, including innovation, product, branding, commercialization and communications.
About TD Bank, America’s Most Convenient Bank®
TD Bank, America’s Most Convenient Bank, is one of the 10 largest banks in the U.S., providing more than 8 million customers with a full range of retail, small business and commercial banking products and services at more than 1,200 convenient locations throughout the Northeast, Mid-Atlantic, Metro D.C., the Carolinas and Florida. In addition, TD Bank and its subsidiaries offer customized private banking and wealth management services through TD Wealth®, and vehicle financing and dealer commercial services through TD Auto Finance. TD Bank is headquartered in Cherry Hill, N.J. To learn more, visit here. Find TD Bank on Facebook and on Twitter.
TD Bank, America’s Most Convenient Bank, is a member of TD Bank Group and a subsidiary of The Toronto-Dominion Bank of Toronto, Canada, a top 10 financial services company in North America. The Toronto-Dominion Bank trades on the New York and Toronto stock exchanges under the ticker symbol “TD”. To learn more, visit here.