{
  "dataset": "Holiday payment-plan shopper survey, United States, fielded 2026-08-22",
  "method_facts": {
    "sample": "2,038 unique US adults recruited on an opt-in online research panel; every respondent paid; duplicate participants removed (first submission kept)",
    "mode": "self-administered web survey; instrument frozen and content-identical from wave 2 onward (see instrument_versions)",
    "populations": {
      "all_respondents": 2038,
      "past_rto_lto_users_answering_satisfaction": 949,
      "ftc_comparable_customers": "storefront rent-to-own experience within the last 5 years (n=373)",
      "holiday_payment_plan_planners": 476,
      "bnpl_only_planners": 375,
      "rto_or_lease_involved_planners": 101
    },
    "question_context": {
      "satisfaction": "asked using the FTC 2000 national rent-to-own survey question (RO-11), with the interviewer lead-in adapted for the web, 5-point scale, of everyone reporting any rent-to-own or lease-to-own history",
      "categories_items": "planners chose the product category they were most likely to get on a payment plan, then the specific item",
      "weekly_budget": "rent-to-own and lease shoppers chose an expected weekly payment band",
      "item_budget": "BNPL shoppers chose an expected total item cost band",
      "channel": "lease-involved planners chose between a rental storefront and a lease-at-checkout option",
      "brands": "planners selected brands considered and one first choice from a fixed list",
      "yoy": "holiday shoppers compared expected spend to last year",
      "trust_discovery_ai": "all respondents named their primary trust factor, discovery channels (multi-select), and primary AI shopping assistant if any",
      "income": "planners reported household income band"
    },
    "benchmarks": {
      "ftc_2000": "US FTC national survey of rent-to-own customers, 2000: 75.0% satisfied, n=532 customers from 12,136 screened households"
    },
    "sampling_disclosure": "The panel's standard US sample (age 18+, US residents), not the census-matched \"representative sample\" product. Results describe survey respondents; treat population-level generalization with care. SRS-equivalent margin of error approx: full sample 2.2 pts, 476 planners 4.5 pts, 101 RTO/lease group 9.8 pts (95% level, worst case).",
    "instrument_versions": "Wave 1 (validation, n=102 released rows) ran on the pre-freeze instrument, which did NOT yet include the year-over-year spend item; that item was added before wave 2. From wave 2 onward the instrument was frozen and content-identical (v9/v10). All other items are common to every wave. Year-over-year base = 1,669 holiday shoppers in waves 2-3 only.",
    "fielding_dates": "responses recorded 2026-08-22 08:58 to 23:39 UTC (August 22, 2026); the pre-freeze 50-person test wave is excluded entirely",
    "dispositions": {
      "note": "Panel submission dispositions per wave; every completed submission was approved and paid, zero rejections",
      "wave1_validation": {
        "places": 100,
        "approved": "all completions approved",
        "released_rows": 102
      },
      "wave2": {
        "places": 200,
        "stopped_early_at": 160,
        "approved": 163,
        "timed_out": 3,
        "released_rows": 159
      },
      "phase3": {
        "places": 1800,
        "approved": 1840,
        "returned": 12,
        "timed_out": 10,
        "released_rows": 1777
      },
      "released_rows_note": "released rows differ from approvals because rows are deduplicated across waves (first submission per person) and returned/timed-out submissions have no completed response"
    },
    "uncertainty": "This is a paid opt-in panel, not a probability sample; per AAPOR guidance, conventional margins of sampling error do not strictly apply. The +/-2.2 (n=2,038) and +/-4.5 (n=476) figures are the simple-random-sample equivalents, shown for scale only.",
    "anonymization": "participant identifiers replaced with sequential anon_id; long open-comment fields and the broadest open item fields excluded; three short respondent-typed item-description fields (clothing item, gaming/TV secondary items) retained after automated and manual disclosure review (no emails, phone numbers, addresses, or personal names found)",
    "instrument_logic_notes": "\"Not sure yet\" in the payment multi-select was not configured as exclusive; 21 of 1,758 holiday shoppers selected it alongside a definite method. Segment label precision: \"BNPL\" here means BNPL selected and RTO/LTO not selected (other methods like cash or cards may also be selected); \"RTO/LTO-involved\" means the RTO/LTO option was selected, with or without BNPL. Full questionnaire text, screen order, and display logic available to qualified reviewers on request."
  },
  "qualification_questions_verbatim": {
    "holiday_gate": {
      "question": "Do you plan to buy gifts or other items for the winter holidays this year (Christmas, Hanukkah, or other December holidays)?",
      "options": [
        "Yes",
        "No",
        "Not sure yet"
      ],
      "rule": "Only 'Yes' continued to the payment question."
    },
    "payment_methods": {
      "question": "How do you expect to pay for your holiday shopping this year? Select all that apply.",
      "options": [
        "Cash or debit card",
        "Credit card I will pay off right away",
        "Credit card I will pay off over time",
        "A buy-now-pay-later plan (like Klarna, Afterpay, Affirm, Zip, or PayPal Pay in 4)",
        "Rent-to-own or lease-to-own, a weekly or monthly payment plan where you can own the item (like Acima, Progressive Leasing, Katapult, Rent-A-Center, or Aaron's)",
        "Layaway",
        "A personal loan",
        "Not sure yet"
      ],
      "rule": "A respondent counts as a payment-plan planner if they selected the buy-now-pay-later option or the rent-to-own/lease-to-own option (or both). BNPL-only = BNPL selected without the rent-to-own option; RTO/lease-involved = rent-to-own option selected, with or without BNPL."
    }
  },
  "ai_assistant_usage_by_segment": {
    "context": "share answering the AI-assistant question with a named assistant rather than the none option",
    "all_respondents": {
      "named": 1509,
      "base": 2038,
      "pct": 74.0
    },
    "payment_plan_planners": {
      "named": 408,
      "base": 476,
      "pct": 85.7
    },
    "bnpl_only": {
      "named": 315,
      "base": 375,
      "pct": 84.0
    },
    "rto_lease_involved": {
      "named": 93,
      "base": 101,
      "pct": 92.1
    },
    "non_planners": {
      "named": 1101,
      "base": 1562,
      "pct": 70.5
    }
  },
  "satisfaction": {
    "broad": {
      "n": 949,
      "top2": 666,
      "pct": 70.2,
      "dist": {
        "Somewhat satisfied": 458,
        "Somewhat dissatisfied": 128,
        "Very satisfied": 208,
        "Very dissatisfied": 27,
        "Neither satisfied nor dissatisfied": 128
      }
    },
    "ftc_comparable": {
      "n": 373,
      "top2": 304,
      "pct": 81.5,
      "dist": {
        "Somewhat satisfied": 191,
        "Very dissatisfied": 6,
        "Very satisfied": 113,
        "Somewhat dissatisfied": 33,
        "Neither satisfied nor dissatisfied": 30
      }
    },
    "future_use": {
      "n": 949,
      "likely": 562,
      "pct": 59.2
    },
    "ever_use": {
      "n": 2038,
      "used": 949,
      "pct": 46.6
    }
  },
  "planner_cuts": {
    "all": {
      "n": 476,
      "categories": [
        {
          "cat": "Gaming consoles, gaming PCs, or video games",
          "n": 118,
          "pct": 24.8
        },
        {
          "cat": "TVs or home electronics",
          "n": 99,
          "pct": 20.8
        },
        {
          "cat": "Phones, tablets, or computers",
          "n": 72,
          "pct": 15.1
        },
        {
          "cat": "Furniture",
          "n": 44,
          "pct": 9.2
        },
        {
          "cat": "Appliances",
          "n": 39,
          "pct": 8.2
        },
        {
          "cat": "Clothing or shoes",
          "n": 32,
          "pct": 6.7
        },
        {
          "cat": "Jewelry or watches",
          "n": 24,
          "pct": 5.0
        },
        {
          "cat": "Toys",
          "n": 23,
          "pct": 4.8
        },
        {
          "cat": "Other",
          "n": 9,
          "pct": 1.9
        },
        {
          "cat": "Tires or wheels",
          "n": 8,
          "pct": 1.7
        },
        {
          "cat": "Tools or outdoor equipment",
          "n": 6,
          "pct": 1.3
        },
        {
          "cat": "Sheds or outdoor storage buildings",
          "n": 2,
          "pct": 0.4
        }
      ],
      "items": {
        "Gaming consoles, gaming PCs, or video games": [
          {
            "item": "PlayStation 5",
            "n": 39
          },
          {
            "item": "Nintendo Switch or Switch 2",
            "n": 24
          },
          {
            "item": "Gaming PC (desktop)",
            "n": 19
          },
          {
            "item": "Xbox Series X|S",
            "n": 12
          },
          {
            "item": "Games or accessories only (no new console)",
            "n": 12
          },
          {
            "item": "Gaming laptop",
            "n": 7
          },
          {
            "item": "Not sure yet",
            "n": 3
          },
          {
            "item": "Gaming PC or laptop",
            "n": 2
          }
        ],
        "Furniture": [
          {
            "item": "Sofa or couch",
            "n": 15
          },
          {
            "item": "Full living-room set",
            "n": 8
          },
          {
            "item": "Bedroom set",
            "n": 7
          },
          {
            "item": "Sectional",
            "n": 6
          },
          {
            "item": "Recliner or lift chair",
            "n": 4
          },
          {
            "item": "Mattress or bed frame",
            "n": 2
          },
          {
            "item": "Dining set or table",
            "n": 1
          },
          {
            "item": "Not sure yet",
            "n": 1
          }
        ],
        "TVs or home electronics": [
          {
            "item": "58\"-65\"",
            "n": 31
          },
          {
            "item": "43\"-55\"",
            "n": 30
          },
          {
            "item": "70\" or larger",
            "n": 22
          },
          {
            "item": "Sound bar or home theater system",
            "n": 5
          },
          {
            "item": "Other home electronics (not a TV)",
            "n": 5
          },
          {
            "item": "Not sure yet",
            "n": 4
          },
          {
            "item": "Under 43\"",
            "n": 2
          }
        ],
        "Clothing or shoes": [
          {
            "item": "shoes",
            "n": 2
          },
          {
            "item": "designer shoes and bag",
            "n": 1
          },
          {
            "item": "Louis Vuitton Purse",
            "n": 1
          },
          {
            "item": "New purse",
            "n": 1
          },
          {
            "item": "Running shoes",
            "n": 1
          },
          {
            "item": "Shoes",
            "n": 1
          },
          {
            "item": "basketball shoes",
            "n": 1
          },
          {
            "item": "a pair of designer shoes as a gift for my girlfriend",
            "n": 1
          }
        ],
        "Other": [
          {
            "item": "art",
            "n": 1
          },
          {
            "item": "I have no clue yet",
            "n": 1
          },
          {
            "item": "art supplies",
            "n": 1
          },
          {
            "item": "Musical Instrument",
            "n": 1
          },
          {
            "item": "drum set",
            "n": 1
          },
          {
            "item": "Porch goose",
            "n": 1
          },
          {
            "item": "bullion",
            "n": 1
          },
          {
            "item": "some type of plushie my daughter wants.",
            "n": 1
          }
        ],
        "Appliances": [
          {
            "item": "Washer and dryer set",
            "n": 10
          },
          {
            "item": "Small appliance (microwave, air fryer, etc.)",
            "n": 9
          },
          {
            "item": "Refrigerator",
            "n": 6
          },
          {
            "item": "Washer",
            "n": 4
          },
          {
            "item": "Dishwasher",
            "n": 4
          },
          {
            "item": "Dryer",
            "n": 2
          },
          {
            "item": "Range or oven",
            "n": 2
          },
          {
            "item": "Not sure yet",
            "n": 2
          }
        ],
        "Phones, tablets, or computers": [
          {
            "item": "Smartphone",
            "n": 31
          },
          {
            "item": "Laptop",
            "n": 23
          },
          {
            "item": "Tablet",
            "n": 9
          },
          {
            "item": "Desktop computer",
            "n": 7
          },
          {
            "item": "Not sure yet",
            "n": 2
          }
        ],
        "Sheds or outdoor storage buildings": [
          {
            "item": "Medium (8-10 ft)",
            "n": 1
          },
          {
            "item": "Large (10-12 ft)",
            "n": 1
          }
        ],
        "Jewelry or watches": [
          {
            "item": "Necklace or bracelet",
            "n": 12
          },
          {
            "item": "Not sure yet",
            "n": 7
          },
          {
            "item": "Watch",
            "n": 4
          },
          {
            "item": "Earrings",
            "n": 1
          }
        ],
        "Toys": [
          {
            "item": "Toys for my grandchildren",
            "n": 1
          },
          {
            "item": "toys or stuff for my daughter",
            "n": 1
          },
          {
            "item": "Not sure specifically yet",
            "n": 1
          },
          {
            "item": "Godzilla figures",
            "n": 1
          },
          {
            "item": "riding toys",
            "n": 1
          },
          {
            "item": "A new couch, playstation 5 pro",
            "n": 1
          },
          {
            "item": "I'm not sure of the exact toy, however the vast majority of the things I buy i buy through payment plans.",
            "n": 1
          },
          {
            "item": "toys for grandkids 2yr and 1yr",
            "n": 1
          }
        ],
        "Tools or outdoor equipment": [
          {
            "item": "Lawn or garden equipment",
            "n": 2
          },
          {
            "item": "Power tools",
            "n": 2
          },
          {
            "item": "Generator",
            "n": 1
          },
          {
            "item": "Not sure yet",
            "n": 1
          }
        ],
        "Tires or wheels": [
          {
            "item": "Full set of 4",
            "n": 4
          },
          {
            "item": "2 tires",
            "n": 3
          },
          {
            "item": "Rims or wheels too",
            "n": 1
          }
        ]
      }
    },
    "bnpl": {
      "n": 375,
      "categories": [
        {
          "cat": "Gaming consoles, gaming PCs, or video games",
          "n": 96,
          "pct": 25.6
        },
        {
          "cat": "TVs or home electronics",
          "n": 74,
          "pct": 19.7
        },
        {
          "cat": "Phones, tablets, or computers",
          "n": 57,
          "pct": 15.2
        },
        {
          "cat": "Clothing or shoes",
          "n": 31,
          "pct": 8.3
        },
        {
          "cat": "Furniture",
          "n": 29,
          "pct": 7.7
        },
        {
          "cat": "Appliances",
          "n": 28,
          "pct": 7.5
        },
        {
          "cat": "Toys",
          "n": 23,
          "pct": 6.1
        },
        {
          "cat": "Jewelry or watches",
          "n": 20,
          "pct": 5.3
        },
        {
          "cat": "Other",
          "n": 6,
          "pct": 1.6
        },
        {
          "cat": "Tires or wheels",
          "n": 5,
          "pct": 1.3
        },
        {
          "cat": "Tools or outdoor equipment",
          "n": 4,
          "pct": 1.1
        },
        {
          "cat": "Sheds or outdoor storage buildings",
          "n": 2,
          "pct": 0.5
        }
      ],
      "items": {
        "Gaming consoles, gaming PCs, or video games": [
          {
            "item": "PlayStation 5",
            "n": 28
          },
          {
            "item": "Nintendo Switch or Switch 2",
            "n": 21
          },
          {
            "item": "Gaming PC (desktop)",
            "n": 17
          },
          {
            "item": "Xbox Series X|S",
            "n": 10
          },
          {
            "item": "Games or accessories only (no new console)",
            "n": 10
          },
          {
            "item": "Gaming laptop",
            "n": 6
          },
          {
            "item": "Gaming PC or laptop",
            "n": 2
          },
          {
            "item": "Not sure yet",
            "n": 2
          }
        ],
        "TVs or home electronics": [
          {
            "item": "58\"-65\"",
            "n": 24
          },
          {
            "item": "43\"-55\"",
            "n": 21
          },
          {
            "item": "70\" or larger",
            "n": 13
          },
          {
            "item": "Sound bar or home theater system",
            "n": 5
          },
          {
            "item": "Other home electronics (not a TV)",
            "n": 5
          },
          {
            "item": "Not sure yet",
            "n": 4
          },
          {
            "item": "Under 43\"",
            "n": 2
          }
        ],
        "Clothing or shoes": [
          {
            "item": "shoes",
            "n": 2
          },
          {
            "item": "designer shoes and bag",
            "n": 1
          },
          {
            "item": "Louis Vuitton Purse",
            "n": 1
          },
          {
            "item": "New purse",
            "n": 1
          },
          {
            "item": "Running shoes",
            "n": 1
          },
          {
            "item": "Shoes",
            "n": 1
          },
          {
            "item": "basketball shoes",
            "n": 1
          },
          {
            "item": "a pair of designer shoes as a gift for my girlfriend",
            "n": 1
          }
        ],
        "Appliances": [
          {
            "item": "Washer and dryer set",
            "n": 9
          },
          {
            "item": "Small appliance (microwave, air fryer, etc.)",
            "n": 8
          },
          {
            "item": "Refrigerator",
            "n": 4
          },
          {
            "item": "Dishwasher",
            "n": 3
          },
          {
            "item": "Washer",
            "n": 2
          },
          {
            "item": "Range or oven",
            "n": 1
          },
          {
            "item": "Dryer",
            "n": 1
          }
        ],
        "Sheds or outdoor storage buildings": [
          {
            "item": "Medium (8-10 ft)",
            "n": 1
          },
          {
            "item": "Large (10-12 ft)",
            "n": 1
          }
        ],
        "Toys": [
          {
            "item": "Toys for my grandchildren",
            "n": 1
          },
          {
            "item": "toys or stuff for my daughter",
            "n": 1
          },
          {
            "item": "Not sure specifically yet",
            "n": 1
          },
          {
            "item": "Godzilla figures",
            "n": 1
          },
          {
            "item": "riding toys",
            "n": 1
          },
          {
            "item": "A new couch, playstation 5 pro",
            "n": 1
          },
          {
            "item": "I'm not sure of the exact toy, however the vast majority of the things I buy i buy through payment plans.",
            "n": 1
          },
          {
            "item": "toys for grandkids 2yr and 1yr",
            "n": 1
          }
        ],
        "Phones, tablets, or computers": [
          {
            "item": "Smartphone",
            "n": 22
          },
          {
            "item": "Laptop",
            "n": 18
          },
          {
            "item": "Tablet",
            "n": 9
          },
          {
            "item": "Desktop computer",
            "n": 6
          },
          {
            "item": "Not sure yet",
            "n": 2
          }
        ],
        "Furniture": [
          {
            "item": "Sofa or couch",
            "n": 10
          },
          {
            "item": "Full living-room set",
            "n": 5
          },
          {
            "item": "Sectional",
            "n": 4
          },
          {
            "item": "Bedroom set",
            "n": 4
          },
          {
            "item": "Recliner or lift chair",
            "n": 3
          },
          {
            "item": "Mattress or bed frame",
            "n": 2
          },
          {
            "item": "Not sure yet",
            "n": 1
          }
        ],
        "Other": [
          {
            "item": "I have no clue yet",
            "n": 1
          },
          {
            "item": "art supplies",
            "n": 1
          },
          {
            "item": "Musical Instrument",
            "n": 1
          },
          {
            "item": "Porch goose",
            "n": 1
          },
          {
            "item": "bullion",
            "n": 1
          },
          {
            "item": "some type of plushie my daughter wants.",
            "n": 1
          }
        ],
        "Jewelry or watches": [
          {
            "item": "Necklace or bracelet",
            "n": 8
          },
          {
            "item": "Not sure yet",
            "n": 7
          },
          {
            "item": "Watch",
            "n": 4
          },
          {
            "item": "Earrings",
            "n": 1
          }
        ],
        "Tools or outdoor equipment": [
          {
            "item": "Lawn or garden equipment",
            "n": 1
          },
          {
            "item": "Power tools",
            "n": 1
          },
          {
            "item": "Generator",
            "n": 1
          },
          {
            "item": "Not sure yet",
            "n": 1
          }
        ],
        "Tires or wheels": [
          {
            "item": "Full set of 4",
            "n": 3
          },
          {
            "item": "2 tires",
            "n": 2
          }
        ]
      }
    },
    "rto": {
      "n": 101,
      "categories": [
        {
          "cat": "TVs or home electronics",
          "n": 25,
          "pct": 24.8
        },
        {
          "cat": "Gaming consoles, gaming PCs, or video games",
          "n": 22,
          "pct": 21.8
        },
        {
          "cat": "Furniture",
          "n": 15,
          "pct": 14.9
        },
        {
          "cat": "Phones, tablets, or computers",
          "n": 15,
          "pct": 14.9
        },
        {
          "cat": "Appliances",
          "n": 11,
          "pct": 10.9
        },
        {
          "cat": "Jewelry or watches",
          "n": 4,
          "pct": 4.0
        },
        {
          "cat": "Other",
          "n": 3,
          "pct": 3.0
        },
        {
          "cat": "Tires or wheels",
          "n": 3,
          "pct": 3.0
        },
        {
          "cat": "Tools or outdoor equipment",
          "n": 2,
          "pct": 2.0
        },
        {
          "cat": "Clothing or shoes",
          "n": 1,
          "pct": 1.0
        }
      ],
      "items": {
        "Furniture": [
          {
            "item": "Sofa or couch",
            "n": 5
          },
          {
            "item": "Full living-room set",
            "n": 3
          },
          {
            "item": "Bedroom set",
            "n": 3
          },
          {
            "item": "Sectional",
            "n": 2
          },
          {
            "item": "Dining set or table",
            "n": 1
          },
          {
            "item": "Recliner or lift chair",
            "n": 1
          }
        ],
        "TVs or home electronics": [
          {
            "item": "43\"-55\"",
            "n": 9
          },
          {
            "item": "70\" or larger",
            "n": 9
          },
          {
            "item": "58\"-65\"",
            "n": 7
          }
        ],
        "Other": [
          {
            "item": "art",
            "n": 1
          },
          {
            "item": "drum set",
            "n": 1
          },
          {
            "item": "washer",
            "n": 1
          }
        ],
        "Gaming consoles, gaming PCs, or video games": [
          {
            "item": "PlayStation 5",
            "n": 11
          },
          {
            "item": "Nintendo Switch or Switch 2",
            "n": 3
          },
          {
            "item": "Games or accessories only (no new console)",
            "n": 2
          },
          {
            "item": "Gaming PC (desktop)",
            "n": 2
          },
          {
            "item": "Xbox Series X|S",
            "n": 2
          },
          {
            "item": "Gaming laptop",
            "n": 1
          },
          {
            "item": "Not sure yet",
            "n": 1
          }
        ],
        "Phones, tablets, or computers": [
          {
            "item": "Smartphone",
            "n": 9
          },
          {
            "item": "Laptop",
            "n": 5
          },
          {
            "item": "Desktop computer",
            "n": 1
          }
        ],
        "Jewelry or watches": [
          {
            "item": "Necklace or bracelet",
            "n": 4
          }
        ],
        "Appliances": [
          {
            "item": "Refrigerator",
            "n": 2
          },
          {
            "item": "Not sure yet",
            "n": 2
          },
          {
            "item": "Washer",
            "n": 2
          },
          {
            "item": "Small appliance (microwave, air fryer, etc.)",
            "n": 1
          },
          {
            "item": "Dishwasher",
            "n": 1
          },
          {
            "item": "Dryer",
            "n": 1
          },
          {
            "item": "Range or oven",
            "n": 1
          },
          {
            "item": "Washer and dryer set",
            "n": 1
          }
        ],
        "Tools or outdoor equipment": [
          {
            "item": "Lawn or garden equipment",
            "n": 1
          },
          {
            "item": "Power tools",
            "n": 1
          }
        ],
        "Tires or wheels": [
          {
            "item": "Rims or wheels too",
            "n": 1
          },
          {
            "item": "2 tires",
            "n": 1
          },
          {
            "item": "Full set of 4",
            "n": 1
          }
        ],
        "Clothing or shoes": [
          {
            "item": "Outfits for the ones I will be buying gifts for",
            "n": 1
          }
        ]
      }
    }
  },
  "market_panels": {
    "yoy": {
      "n": 1669,
      "rows": [
        {
          "k": "About the same",
          "n": 796,
          "pct": 47.7
        },
        {
          "k": "Somewhat more",
          "n": 363,
          "pct": 21.7
        },
        {
          "k": "Somewhat less",
          "n": 304,
          "pct": 18.2
        },
        {
          "k": "Much less",
          "n": 118,
          "pct": 7.1
        },
        {
          "k": "Much more",
          "n": 77,
          "pct": 4.6
        },
        {
          "k": "I didn’t shop last year",
          "n": 11,
          "pct": 0.7
        }
      ]
    },
    "income": {
      "n": 476,
      "rows": [
        {
          "k": "$50,000-$74,999",
          "n": 126,
          "pct": 26.5
        },
        {
          "k": "$25,000-$49,999",
          "n": 118,
          "pct": 24.8
        },
        {
          "k": "$100,000-$149,999",
          "n": 82,
          "pct": 17.2
        },
        {
          "k": "$75,000-$99,999",
          "n": 71,
          "pct": 14.9
        },
        {
          "k": "Under $25,000",
          "n": 39,
          "pct": 8.2
        },
        {
          "k": "$150,000 or more",
          "n": 37,
          "pct": 7.8
        },
        {
          "k": "Prefer not to say",
          "n": 3,
          "pct": 0.6
        }
      ]
    },
    "discovery": {
      "respondents_answering": 2038,
      "rows": [
        {
          "k": "Google or another search engine",
          "n": 1682,
          "pct": 82.5
        },
        {
          "k": "Amazon or store websites and apps",
          "n": 1520,
          "pct": 74.6
        },
        {
          "k": "Browsing in stores",
          "n": 1141,
          "pct": 56.0
        },
        {
          "k": "An AI assistant (like ChatGPT, Gemini, or Grok)",
          "n": 703,
          "pct": 34.5
        },
        {
          "k": "Friends and family",
          "n": 666,
          "pct": 32.7
        },
        {
          "k": "YouTube",
          "n": 360,
          "pct": 17.7
        },
        {
          "k": "Facebook or Instagram",
          "n": 340,
          "pct": 16.7
        },
        {
          "k": "TikTok",
          "n": 275,
          "pct": 13.5
        },
        {
          "k": "Other",
          "n": 87,
          "pct": 4.3
        }
      ],
      "note": "pct = share of answering respondents selecting each option (multi-select; columns sum over 100)"
    },
    "ai_assistant": {
      "n": 2038,
      "rows": [
        {
          "k": "ChatGPT",
          "n": 812,
          "pct": 39.8
        },
        {
          "k": "Gemini (Google)",
          "n": 550,
          "pct": 27.0
        },
        {
          "k": "I don’t use AI assistants for shopping",
          "n": 529,
          "pct": 26.0
        },
        {
          "k": "Copilot (Microsoft)",
          "n": 49,
          "pct": 2.4
        },
        {
          "k": "Another AI assistant",
          "n": 45,
          "pct": 2.2
        },
        {
          "k": "Grok",
          "n": 36,
          "pct": 1.8
        },
        {
          "k": "Meta AI",
          "n": 17,
          "pct": 0.8
        }
      ]
    },
    "trust": {
      "n": 2038,
      "rows": [
        {
          "k": "Reviews and ratings from other customers",
          "n": 1299,
          "pct": 63.7
        },
        {
          "k": "Recommendations from friends or family",
          "n": 217,
          "pct": 10.6
        },
        {
          "k": "Clear prices and terms shown up front",
          "n": 196,
          "pct": 9.6
        },
        {
          "k": "Already knowing the brand name",
          "n": 143,
          "pct": 7.0
        },
        {
          "k": "A recommendation from an AI assistant (like ChatGPT)",
          "n": 101,
          "pct": 5.0
        },
        {
          "k": "The look and feel of their website",
          "n": 62,
          "pct": 3.0
        },
        {
          "k": "Social media",
          "n": 13,
          "pct": 0.6
        },
        {
          "k": "Other",
          "n": 7,
          "pct": 0.3
        }
      ]
    },
    "channel": {
      "n": 101,
      "rows": [
        {
          "k": "As a payment option at checkout, online or in a store (like Acima, Progressive Leasing, or Katapult)",
          "n": 52,
          "pct": 51.5
        },
        {
          "k": "At a store that rents items (like Rent-A-Center, Aaron’s, Buddy’s, or an independent rent-to-own store)",
          "n": 39,
          "pct": 38.6
        },
        {
          "k": "Not sure yet",
          "n": 10,
          "pct": 9.9
        }
      ]
    },
    "brand_consideration": {
      "respondents_answering": 476,
      "rows": [
        {
          "k": "Affirm",
          "n": 234,
          "pct": 49.2
        },
        {
          "k": "PayPal Pay in 4",
          "n": 218,
          "pct": 45.8
        },
        {
          "k": "Klarna",
          "n": 216,
          "pct": 45.4
        },
        {
          "k": "Afterpay",
          "n": 190,
          "pct": 39.9
        },
        {
          "k": "Sezzle",
          "n": 57,
          "pct": 12.0
        },
        {
          "k": "Zip",
          "n": 56,
          "pct": 11.8
        },
        {
          "k": "Not sure yet",
          "n": 47,
          "pct": 9.9
        },
        {
          "k": "Rent-A-Center",
          "n": 37,
          "pct": 7.8
        },
        {
          "k": "Katapult",
          "n": 25,
          "pct": 5.3
        },
        {
          "k": "Progressive Leasing",
          "n": 24,
          "pct": 5.0
        },
        {
          "k": "Aaron’s",
          "n": 24,
          "pct": 5.0
        },
        {
          "k": "Acima",
          "n": 21,
          "pct": 4.4
        },
        {
          "k": "FlexShopper",
          "n": 18,
          "pct": 3.8
        },
        {
          "k": "An independent rent-to-own store",
          "n": 16,
          "pct": 3.4
        },
        {
          "k": "American First Finance",
          "n": 13,
          "pct": 2.7
        },
        {
          "k": "Snap Finance",
          "n": 11,
          "pct": 2.3
        },
        {
          "k": "Buddy’s Home Furnishings",
          "n": 9,
          "pct": 1.9
        },
        {
          "k": "Uown Leasing",
          "n": 4,
          "pct": 0.8
        }
      ],
      "note": "pct = share of the 476 planners with a brand answer who selected each brand (multi-select across the categories each planner answered); every named option is listed, no cutoff (completed 2026-11-02)"
    },
    "brand_first_choice": {
      "n": 476,
      "rows": [
        {
          "k": "PayPal Pay in 4",
          "n": 114,
          "pct": 23.9
        },
        {
          "k": "Affirm",
          "n": 106,
          "pct": 22.3
        },
        {
          "k": "Klarna",
          "n": 66,
          "pct": 13.9
        },
        {
          "k": "Afterpay",
          "n": 46,
          "pct": 9.7
        },
        {
          "k": "Rent-A-Center",
          "n": 29,
          "pct": 6.1
        },
        {
          "k": "Not sure yet",
          "n": 26,
          "pct": 5.5
        },
        {
          "k": "Zip",
          "n": 16,
          "pct": 3.4
        },
        {
          "k": "Katapult",
          "n": 15,
          "pct": 3.2
        },
        {
          "k": "Sezzle",
          "n": 12,
          "pct": 2.5
        },
        {
          "k": "Aaron’s",
          "n": 9,
          "pct": 1.9
        },
        {
          "k": "American First Finance",
          "n": 9,
          "pct": 1.9
        },
        {
          "k": "Acima",
          "n": 7,
          "pct": 1.5
        },
        {
          "k": "Progressive Leasing",
          "n": 6,
          "pct": 1.3
        },
        {
          "k": "FlexShopper",
          "n": 5,
          "pct": 1.1
        },
        {
          "k": "Snap Finance",
          "n": 5,
          "pct": 1.1
        },
        {
          "k": "An independent rent-to-own store",
          "n": 3,
          "pct": 0.6
        },
        {
          "k": "Buddy’s Home Furnishings",
          "n": 2,
          "pct": 0.4
        }
      ]
    }
  },
  "license_note": "Aggregate statistics may be cited with attribution to VRTO Research.",
  "budgets": {
    "rto_weekly_payment_budget": {
      "n": 101,
      "rows": [
        {
          "band": "$20–29 a week (about $80–129 a month)",
          "n": 34
        },
        {
          "band": "$30–49 a week (about $130–209 a month)",
          "n": 28
        },
        {
          "band": "$10–19 a week (about $40–79 a month)",
          "n": 21
        },
        {
          "band": "Under $10 a week (about $40 a month)",
          "n": 9
        },
        {
          "band": "$50 or more a week ($210+ a month)",
          "n": 6
        },
        {
          "band": "Not sure",
          "n": 3
        }
      ],
      "context": "weekly payment bands, asked of rent-to-own/lease-involved planners"
    },
    "bnpl_item_budget": {
      "n": 375,
      "rows": [
        {
          "band": "$500-$999",
          "n": 125
        },
        {
          "band": "$250-$499",
          "n": 82
        },
        {
          "band": "$1,000-$1,999",
          "n": 72
        },
        {
          "band": "$100-$249",
          "n": 50
        },
        {
          "band": "$2,000 or more",
          "n": 23
        },
        {
          "band": "Under $100",
          "n": 17
        },
        {
          "band": "Not sure",
          "n": 6
        }
      ],
      "context": "total item cost bands, asked of BNPL-only planners"
    },
    "note": "different constructs; never combine"
  },
  "corrections_log": [
    {
      "date": "2026-08-23",
      "change": "discovery and brand-consideration percentages recomputed on respondent base (previously share of selections); budget objects renamed to explicit constructs; sampling disclosure added",
      "trigger": "external AI audit"
    },
    {
      "date": "2026-08-23",
      "change": "second external AI audit: instrument-version disclosure added (wave 1 lacked the year-over-year item; \"single frozen instrument\" claim corrected), anonymization statement made precise after disclosure review of retained text fields, SRS-equivalent framing applied to margins of error per AAPOR, Panel submission dispositions published, fielding window stated in UTC, not-sure-yet co-selection and segment-label notes added",
      "trigger": "external AI audit #2"
    },
    {
      "date": "2026-08-23",
      "change": "an anonymized respondent-level row file was posted alongside this file and withdrawn the same day; row-level responses are not published",
      "trigger": "publication review"
    },
    {
      "date": "2026-10-09",
      "change": "license_note attribution changed to \"VRTO Research\" for all data; dataset and fielding_dates lines changed to the fielding date 2026-08-22 (every analyzed response was submitted on 2026-08-22); the 2026-08-23 row-file withdrawal entered in this log",
      "trigger": "pre-publication review"
    },
    {
      "date": "2026-11-02",
      "change": "an anonymized respondent-level file (christmas-2026-responses-anonymized.csv) published, replacing the 2026-08-23 position that row-level responses are not published: identifier, timestamp and typed-answer columns removed, field_date set to 2026-08-22, rows renumbered; crosstabs by household income and by past rent-to-own use published with cells under 30 suppressed",
      "trigger": "publication review"
    }
  ]
}