VinePair ships in forty states in the US and rewards customer fidelity: based on the average purchase value, it gives its users free shipping vouchers.

FORBES: $200K Entrepreneurs Challenge: Three Smart Ideas

"These tend to be very sticky decisions, because you begin to budget and spend around a higher savings rate, " said John Sweeney, an executive vice president on retirement and investing with Boston-based Fidelity.

NPR: Financial Discipline Grows 5 Years After Crisis

Boston-based Fidelity and New York-based BlackRock announced the partnership on Wednesday.

WSJ: Fidelity, BlackRock's iShares teaming up on ETFs

The survey was conducted for Fidelity by the firm GfK. Fidelity, the second-largest U.S. mutual fund company behind Vanguard based on fund assets, was not identified to the 1, 154 survey participants as the sponsor.

NPR: Financial Discipline Grows 5 Years After Crisis