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 »  Articles  »  News  »  MasterCard Gives Holiday Shoppers the Gift of Time
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MasterCard Gives Holiday Shoppers the Gift of Time
By Credit Federal | Published 12/5/2005

MasterCard Gives Holiday Shoppers the Gift of Time

New Survey Results and Historical Transaction Volume Information Offer Consumers Insight on the Best and Busiest Times to Shop

Should consumers go shopping early in the morning after Thanksgiving? Or, should they sleep in and shop later in the day?

According to MasterCard International, consumers can receive the gifts of time and convenience if they hit the snooze button and head out to the stores around 7 p.m. EST, when lines are shorter and parking spaces are more readily available.

A recent survey commissioned by MasterCard reveals that the majority of consumers are unaware of the best days; or least busy days, to shop during the holidays. Sixty-seven percent cited the day after Thanksgiving (known to retailers as Black Friday) as the busiest, while 15 percent said the Saturday before Christmas. However, historical transaction data from MasterCard shows that in 2004, the day after Thanksgiving was actually the sixth busiest day of last year's shopping season, and Thursday, Dec. 23 was the busiest shopping day.

The day after Thanksgiving is filled with activity for retailers and consumers. Since Christmas falls on a Sunday this year, we may see procrastinating shoppers out in full force on Friday, Dec. 23 and until stores close on Saturday, Dec. 24, said Rob Reeg, chief technology officer at MasterCard.

Also, the survey shows that the majority of consumers (more than 60 percent) identified long checkout lines as the part of the holiday shopping experience they like the least. To speed up their checkout times, consumers should consider shopping on a Sunday during the holiday season. In fact, a detailed analysis of historical transaction data at MasterCard shows that the Sunday after Thanksgiving could be the most shopper-friendly day for the remainder of the year. In addition, shoppers could shave even more time spent in lines if they shop between the hours of 8 to 9 a.m. EST, after Black Friday.

While transaction data at MasterCard illustrates that early mornings and late evenings seem to be the best times to shop to avoid long lines and parking lot hassles, shoppers should expect mid-afternoons to be the busiest -- when MasterCard historically sees the highest volume of payment card transactions. In fact, the busiest hour this year may be between 1 to 2 p.m. EST on Saturday, Dec. 24 (Christmas Eve).

After analyzing years' worth of transaction data, there are plenty of other times during the day when consumers can enjoy a more efficient shopping experience, said Reeg.

Survey Results Show What Shoppers Want During the Holidays: Time and Shorter Lines

When it comes to holiday shopping, consumers want more time, according to the survey MasterCard conducted. While 34 percent of those surveyed plan to spend an average of six to 10 hours shopping this holiday season, they'd prefer to spend it with their family (44 percent) or taking in some quiet personal time (43 percent). In fact, if shoppers follow MasterCard's suggestions and opt for what could potentially be the slowest day during holiday shopping Sunday, Nov. 27 they could do just that.

In addition, consumers can rest assured that whether they shop on the busiest or slowest day of the holiday shopping season, their MasterCard purchases will be processed quickly, safely and reliably through the global payment network at MasterCard, just like any other day.

MasterCard's processing system can handle the increase in transaction volume during peak times like the holiday shopping season and will perform at the same speed and reliability as it always does, said Reeg. Shoppers won't notice a difference when they pay with their MasterCard during the busiest or slowest day.


About MasterCard International:MasterCard International is a leading global payments solutions company that provides a broad variety of innovative services in support of our global members' credit, deposit access, electronic cash, business-to-business and related payment programs. MasterCard manages a family of well-known, widely accepted payment card brands including MasterCard, Maestro and Cirrus and serves financial institutions, consumers and businesses in over 210 countries and territories. The MasterCard award-winning Priceless advertising campaign is now seen in 105 countries and in 48 languages, giving the MasterCard brand a truly global reach and scope.

*Online omnibus survey questions commissioned by MasterCard International and conducted by Impulse Research Corporation's CyberPulse Survey

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