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NEW YORK ( TheStreet) -- Discover Financial Services (NYSE: DFS) hit a new 52-week high Friday as it is currently trading at $30.91, above its previous 52-week high of $30.85 with 472,517 shares traded as of 10:30 a.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 26.6% year to date as of the close of trading on Thursday. 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 7.5, above the average financial services industry P/E ratio of 6.9 and below the S&P 500 P/E ratio of 17.7.