There’s more to consumer behaviors than economic forecasts – everything from weather to news can impact holiday spending. This year, with a nearly 30% increase in data breaches over 2013 (when data breaches increased nearly 30% over 2012), brands need to be measuring more than messages sent, they must keep a pulse on trust.

Sailthru set out to define how trust in today’s technology-driven world can impact consumer purchasing patterns. For the holiday season, we uncovered how online consumer spending varies by generation; where consumers feel their data is safest; how online and in-store trust is evolving; and most importantly, how trust impacts their plans to purchase this coming season. See the results below.

For more holiday insights, check out our full holiday primer! And don’t forget to sign up to receive our industry insights on the upper right hand of this page to receive the full “Trust in Technology” study, coming soon.