VRTO Research, Christmas 2026 Financing Study
Anonymized row-level responses: README and privacy statement

File: christmas-2026-responses-anonymized.csv
Rows: 2038 (one per respondent; duplicate participants removed, first submission kept)
Survey: opt-in online research panel, US adults 18 and over, fielded 2026-08-22, unweighted.
License: CC BY 4.0. Required attribution: VRTO Research, Christmas 2026 Financing Study, https://www.vrto.com/research/christmas-2026-buying-guide/data. Questions: press@vrto.com

PRIVACY STATEMENT
Respondents were paid panel participants. The panel identifiers recorded at fielding are removed. This file holds no names, email
addresses, panel or response identifiers, IP addresses, locations or timestamps, and none of the
answers respondents typed in their own words. Every remaining answer is a choice from a fixed list.
The survey did not ask age, state or ZIP code. Rows are numbered (respondent_seq) in an order that
does not follow submission time. Do not attempt to re-identify respondents.

COLUMNS REMOVED
  (identifier columns are named as on the codebook page)
  response_id (identifier)
  participant_id (identifier)
  study_id (identifier)
  landed_at (timestamp)
  submitted_at (timestamp)
  session_id (identifier)
  p_appliances_secondary (free text)
  p_clothing_item (free text)
  p_clothing_secondary (free text)
  p_furniture_secondary (free text)
  p_gaming_secondary (free text)
  p_jewelry_secondary (free text)
  p_other_item (free text)
  p_other_secondary (free text)
  p_sheds_secondary (free text)
  p_tech_secondary (free text)
  p_tires_secondary (free text)
  p_tools_secondary (free text)
  p_toys_item (free text)
  p_toys_secondary (free text)
  p_tv_secondary (free text)

COLUMNS ADDED
  respondent_seq (running integer, 1 to 2038)
  field_date (every row 2026-08-22; replaces the removed timestamps)

COLUMNS RETAINED (coded answer labels as shown to respondents; multi-select answers separated by "; ")
  wave
  ai_assistant_primary
  d1
  d10
  d1_primary
  discovery_channels
  ftc_channel_history
  ftc_ever_used
  ftc_ro11_satisfaction
  future_use_intent
  p_appliances_brand_bnpl
  p_appliances_brand_checkout
  p_appliances_brand_storefront
  p_appliances_budget
  p_appliances_budget_bnpl
  p_appliances_channel
  p_appliances_first_bnpl
  p_appliances_first_checkout
  p_appliances_first_storefront
  p_appliances_item
  p_clothing_brand_bnpl
  p_clothing_brand_checkout
  p_clothing_budget
  p_clothing_budget_bnpl
  p_clothing_channel
  p_clothing_first_bnpl
  p_clothing_first_checkout
  p_furniture_brand_bnpl
  p_furniture_brand_checkout
  p_furniture_brand_combined
  p_furniture_brand_storefront
  p_furniture_budget
  p_furniture_budget_bnpl
  p_furniture_channel
  p_furniture_first_bnpl
  p_furniture_first_checkout
  p_furniture_first_combined
  p_furniture_first_storefront
  p_furniture_item
  p_gaming_brand_bnpl
  p_gaming_brand_checkout
  p_gaming_brand_combined
  p_gaming_brand_storefront
  p_gaming_budget
  p_gaming_budget_bnpl
  p_gaming_channel
  p_gaming_first_bnpl
  p_gaming_first_checkout
  p_gaming_first_combined
  p_gaming_first_storefront
  p_gaming_item
  p_jewelry_brand_bnpl
  p_jewelry_brand_checkout
  p_jewelry_brand_storefront
  p_jewelry_budget
  p_jewelry_budget_bnpl
  p_jewelry_channel
  p_jewelry_first_bnpl
  p_jewelry_first_checkout
  p_jewelry_first_storefront
  p_jewelry_item
  p_other_brand_bnpl
  p_other_brand_checkout
  p_other_brand_storefront
  p_other_budget
  p_other_budget_bnpl
  p_other_channel
  p_other_first_bnpl
  p_other_first_checkout
  p_other_first_storefront
  p_sheds_brand_bnpl
  p_sheds_budget_bnpl
  p_sheds_first_bnpl
  p_sheds_item
  p_tech_brand_bnpl
  p_tech_brand_checkout
  p_tech_brand_combined
  p_tech_brand_storefront
  p_tech_budget
  p_tech_budget_bnpl
  p_tech_channel
  p_tech_first_bnpl
  p_tech_first_checkout
  p_tech_first_combined
  p_tech_first_storefront
  p_tech_item
  p_tires_brand_bnpl
  p_tires_brand_checkout
  p_tires_brand_storefront
  p_tires_budget
  p_tires_budget_bnpl
  p_tires_channel
  p_tires_first_bnpl
  p_tires_first_checkout
  p_tires_first_storefront
  p_tires_item
  p_tools_brand_bnpl
  p_tools_brand_checkout
  p_tools_brand_combined
  p_tools_budget
  p_tools_budget_bnpl
  p_tools_channel
  p_tools_first_bnpl
  p_tools_first_checkout
  p_tools_first_combined
  p_tools_item
  p_toys_brand_bnpl
  p_toys_budget_bnpl
  p_toys_first_bnpl
  p_tv_brand_bnpl
  p_tv_brand_checkout
  p_tv_brand_combined
  p_tv_brand_storefront
  p_tv_budget
  p_tv_budget_bnpl
  p_tv_channel
  p_tv_first_bnpl
  p_tv_first_checkout
  p_tv_first_combined
  p_tv_first_storefront
  p_tv_item
  q1
  q2
  trust_factor_primary
  yoy_spend

CROSSTABS
  By age band: not published. The survey did not ask age, so there is no age column and no age crosstab.
  By household income band: christmas-2026-crosstab-by-income.csv. Household income was asked of the 476 holiday payment-plan planners only, so every income table is restricted to planners.
  By Census region: not published. The survey did not ask state or region, so there is no region crosstab.
  By past rent-to-own or lease-to-own use: christmas-2026-crosstab-by-past-rto-use.csv. Past use is each respondent's answer to the survey's rent-to-own and lease-to-own history question (column ftc_ever_used), asked of all 2,038 respondents.
  Cells with n under 30 are blank in every crosstab.

The column meanings are on the codebook page: https://www.vrto.com/research/christmas-2026-buying-guide/codebook