Nov. 29, 2013

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

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

CHICAGO--(BUSINESS WIRE)--Nov. 29, 2013-- The hustle and bustle of Black Friday is enough to test the patience of even the most seasoned shopper. This year, Discover Financial Services surveyed Chicagoland shoppers about what ails them the most on Black Friday and plans to deploy a crew of more than 3 dozen orange-clad helpers on the Magnificent Mile today to help ease the pain of the busiest shopping day of the year.

While 57 percent of Chicagoans said they’re usually excited or happy on Black Friday, 1 in 5 feels overwhelmed by it all, according to a survey commissioned by suburban Riverwoods-based Discover.

When asked which of the following might make shopping a little easier, mood mattered the most for 66 percent of those surveyed:

  • 49 percent of shoppers said they’d like to see more courtesy among shoppers
  • 9 percent wished people would be in a more festive mood
  • 8 percent would want store associates to be more friendly
  • But 24 percent of Chicagoans said better deals mean the most to them

As for which of the survey’s five most-popular amenities shoppers would want most:

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

Known for its loyalty and superior customer service, Discover listened to shoppers’ pain points and wanted to do something about it.

“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 their credit card company,” said Julie Loeger, a senior vice president at Discover. “We’re out here 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.”

Outfitted in bright orange with matching bow ties, Discover’s crew will be at 401 N. Michigan Ave. in Pioneer Court from 10 a.m. to 2 p.m. in a heated orange oasis offering shoppers free gift wrapping, hot chocolate, a warm place to rest, a cell phone charging station and other gifts to brighten up the day.

About the Survey

The online survey of 1,002 consumers in the Chicago area took place from Nov. 9 to 13, 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

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