Nov. 29, 2013

Black Friday Changes Color As Discover Sends Orange-Clad Crew To Chicago’S Famed Michigan Avenue To Ease Shoppers’ Frustrations

National Survey Says Standing in Long Lines Frustrates Americans the Most; More Courtesy Among Shoppers Would Make the Day Much Better

CHICAGO--(BUSINESS WIRE)--Nov. 29, 2013-- New independent national survey results released today by Discover uncover what ails Americans the most about Black Friday and what would make their shopping day a little easier.

Of the five most-popular choices of what to make the day better:

  • 47 percent wished they could have someone else stand in line for them
  • 18 percent preferred to have help finding parking
  • 17 percent would be most happy with free gift-wrapping
  • 10 percent said having someone get them a warm beverage would do the trick
  • 8 percent put a massage at the top of their list

Discover's survey also asked about the amenities shoppers would want most on Black Friday, and today plans to deploy a crew of more than 3 dozen orange-clad helpers on Chicago’s famed Michigan Avenue to help ease those frustrations on the busiest shopping day of the year.

Discover’s crew -- outfitted in bright orange with matching bow ties and scarves -- is setting up a heated outdoor oasis offering passing shoppers a warm place to rest their feet. To assist with other frustrations uncovered in the survey, the crew will be wrapping gifts for free, giving directions to parking garages and stores, serving warm beverages, providing a cell phone charging station, and handing out shopping bags, gloves, bottles of hand sanitizer and even a few hand-held massagers.

“At Discover, we believe in offering unique value and rewarding experiences to our cardmembers, and what could be more rewarding on Black Friday than to give shoppers helpful and friendly services that most people can’t get from other credit card companies,” said Julie Loeger, a senior vice president at Discover. “We’re sending out a team today to give everyone a little taste of what it’s like to be a Discover cardmember who enjoys helpful and friendly customer service with rewards and perks that matter.”

About the Survey

The national omnibus online survey of 1,050 consumers took place Nov. 11 and 12, 2013. Participants were screened to ensure they planned to shop on Black Friday this year.

About Discover

Discover Financial Services (NYSE: DFS) is a direct banking and payment services company with one of the most recognized brands in U.S. financial services. Since its inception in 1986, the company has become one of the largest card issuers in the United States. The company issues the Discover card, America’s cash rewards pioneer, and offers home loans, private student loans, personal loans, home equity loans, checking and savings accounts, certificates of deposit and money market accounts through its direct banking business. It operates the Discover Network, with millions of merchant and cash access locations; PULSE, one of the nation’s leading ATM/debit networks; and Diners Club International, a global payments network with acceptance in more than 185 countries and territories. For more information, visit

Source: Discover Financial Services

Alyssa Siegele, 224-405-4113
Megan Bramson, 312-919-4280

Multimedia Files: