Source: www.salesforce.com/blog/2019/08/holiday-2019-retail-trends.html

For holiday shoppers, anyway they want it is just the way they need itFor 84% of shoppers, the experience a company provides

is as important as its products and services. This holiday

season, we saw shoppers also express a continued

preference for convenience and relevant offers.

Holiday Season 2019: SpendTrend January 7, 2020 www.firstdata.com/spendtrend 1Introduction

Source: Fiserv aggregate same store consumer spending data Total Spend TrendHoliday Season 2019: SpendTrend January 7, 2020 www.firstdata.com/spendtrend

Total SpendTrend

Sales Growth

5.9%

Average Ticket Size (Holiday Season)

Avg. Ticket Growth

1.9%

2019

57.82$2018

56.73$

Letting their feet do the talking, spending momentum remained solidAlthough the 2019 holiday season was shortened this year,

higher foot traffic and demand led to solid performance,

outpacing 2018’s season growth of 3.4%.

Total SpendTrend

Holiday Season Spending Metrics

*all tracked categories combined

2

Source: Fiserv aggregate same store consumer spending dataHoliday Season 2019: SpendTrend January 7, 2020 www.firstdata.com/spendtrend

Leading with a strong beatRetailers countered flat or slightly lower

average ticket sizes with pricing and hot deals

that brought shoppers running.

Top-Performing Category Growth

4.8%General Merchandise Stores

3.0%Specialty Retail

8.4%Electronics and Appliances

3Top-Performing Category Growth

Source: Fiserv aggregate same store consumer spending dataHoliday Season 2019: SpendTrend January 7, 2020 www.firstdata.com/spendtrend

Lagging behind the packAlthough many in retail have begun to

master the exceptional customer experience

consumers increasingly demand, categories

like these which lean heavy into brick-and-

mortar struggled to keep pace.

Slower-Performing Category Growth

-0.8%Sporting Goods, Hobby,

Book & Music Stores

-1.5%Furniture & Home

Furnishings

2.3%Clothing & Accessory

Stores

4Slower-Performing Category Growth

Source: Fiserv aggregate same store consumer spending dataHoliday Season 2019: SpendTrend January 7, 2020 www.firstdata.com/spendtrend

Clicking to the top of the listRetail eCommerce growth outpaced brick-

and-mortar by 5x this holiday season, though

brick-and-mortar still accounts for a majority of

sales volume.

Brick-and-Mortar vs eCommerce

8.1%eCommerce

3.8%Total Retail

1.4%Brick-and-mortar

5Brick-and-Mortar vs eCommerce

Source: Fiserv aggregate same store consumer spending dataHoliday Season 2019: SpendTrend January 7, 2020 www.firstdata.com/spendtrend

Hungry for experiencesAlmost half of shoppers planned to include food and

beverages in their holiday shopping list. Increased

foot traffic and higher average ticket sizes boosted

Grocery, and QSR continued to outpace the

restaurant sector.

Food

Sales Growth

6Food

Grocery5.8%

8.7%QSR (Fast Food)

0.4%All Remaining Restaurants

Total Restaurants4.1%

NPD Source: https://www.npd.com/wps/portal/npd/us/news/press-releases/2019/ready-or-not--here-

comes-the-2019-holiday-shopping-season/

Ringing in loud and clear with mobile walletsSpending via mobile wallets shot up, as shoppers

continue to embrace new payment methods.

Mobile Wallet

Sales growth in 2019 75%

Source: Fiserv aggregate same store consumer spending dataHoliday Season 2019: SpendTrend January 7, 2020 www.firstdata.com/spendtrend 7Mobile Wallet

Source: Fiserv aggregate same store consumer spending dataHoliday Season 2019: SpendTrend January 7, 2020 www.firstdata.com/spendtrend

West

2019: 3.0%

2018: 1.7%

Midwest

2019: 2.6%

2018: 3.8%

Mid-Atlantic

2019: 1.9%

2018: 2.0%

New England

2019: 2.4%

2018: 2.4%

Southwest

2019: 3.1%

2018: 2.3%

South

2019: 3.3%

2018: 1.7%

Gaining steam from coast to coastWhile the Midwest slowed a bit, the South,

Southwest and West showed growth acceleration.

Regional Sales Growth

2.9%

Total brick-and-mortar

growth in 2019

2.4%

Total brick-and-mortar

growth in 2018

8Reional Sales Growth

Stay in the know: retail trends that impact your bottom lineWith shoppers increasingly focused on experience, what you

do in every interaction in every channel matters, all year long.

Keep to up date on the retail trends that matter most to your

sales. For more information or to contact us, visit us at www.firstdata.com/spendtrend.

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of their respective companies. The information here is being provided for educational purposes only and should not relied for any other purposes.