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NEW YORK ( TheStreet) -- Discover Financial Services (NYSE: DFS) hit a new 52-week high Thursday as it is currently trading at $30.04, above its previous 52-week high of $30.01 with 3.7 million shares traded as of 3:59 p.m. ET. Average volume has been 5.3 million shares over the past 30 days. Discover Financial Services has a market cap of $14.72 billion and is part of the financial sector and financial services industry. Shares are up 23.9% year to date as of the close of trading on Wednesday. Discover Financial Services, a bank holding company, offers direct banking and payment services in the United States. It operates in two segments, Direct Banking and Payment Services. The company has a P/E ratio of 7.3, above the average financial services industry P/E ratio of 6.9 and below the S&P 500 P/E ratio of 17.7.