139DDCA_Survey_Results_Branding_1a01 (1) (1).pdf
Transcript of 139DDCA_Survey_Results_Branding_1a01 (1) (1).pdf
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METHODOLOGYINSTRUMENTA survey of 1001 Canadians intending to celebrate the holiday season was completed online between October 3 and October 7, 2014 using Leger’s online panel, LegerWeb.
A probability sample of the same size would yield a margin of error of +/‐ 3.1%, 19 times out of 20.
ONLINE PANELLeger’s online panel has approximately 460,000 members nationally – with between 10,000 and 20,000 new members added each month, and has a retention rate of 90%.
Panel members are randomly selected to receive email invitations to the individual surveys.
We ensure the protection of privacy via the usage of unique URLs and respondent IDs in combination with survey IDs.
QUALITY CONTROLStringent quality assurance measures allow Leger to achieve the high‐quality standards set by the company. As a result, its methods of data collection and storage outperform the norms set by WAPOR (The World Association for Public Opinion Research). These measures are applied at every stage of the project: from data collection to processing, through to analysis. We aim to answer our clients’ needs with honesty, total confidentiality, and integrity.
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Setting up a budget for the holiday season14% of Canadians who intend to celebrate the holiday season already have a budget set up. An additional 54% are somewhat/very likely to set one up in the months leading up to the holidays. Women are significantly more likely than their malecounterparts to have a budget already in place (18% vs. 10%). Millennials (18‐34) and seniors (65+) are significantly more likely to have a budget in place than Gen X’ers (16% vs. 9%). Those intending to set a budget show a high rate of intention to stick to it (90%). Quebecers are significantly less likely than the rest of Canadians to be likely to commit (80%).
I already have one set up
Very likely
Somewhat likely
Not very likely
Not at all likely
14%
31%
23%
19%
12%
Of those intending to set a budget are somewhat/very likely
to commit to sticking to it
Q.1 – How likely are you to set up a budget for the upcoming holiday season: (Base: All n=1001) Q.4 – If you have set or plan on setting a holiday budget this season, how likely are you to commit to sticking to it
this holiday season: (n=665)
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Saving for the holidaysJust under one‐half of Canadians intending to celebrate the holidays usually set aside money throughout the year. 28% state thatthey ‘never’ set money aside. Those with children in the household are significantly more likely to sometimes/always set money aside than those without (53% vs. 41%).
One‐quarter of savers start early in the first four months of the year; however the largest proportion start in the last four months of the year (45%).
Q.2a ‐ Do you usually set aside money throughout the year for the holiday season? (Base: All n=1001Q.2b ‐When do you typically start saving for the holiday season? (Base: Those who sometimes/always set money aside n=431))
Of Canadians who will be celebrating this holiday season sometimes/always set
aside money throughout the year for the holiday season
23%
33%
45%
Jan to Apr
May to Aug
Sept to Dec
Canada starts saving…
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Saving for the holidaysAmong those who expect to budget for the upcoming season, gifts (91%) is the most common line item on the holiday budget followed by food (58%).
7 in 10 celebratory Canadians expect to spend more than $250 dollars this holiday season.
Q.3 ‐Which of the following, if any, would you include when creating your holiday budget: (Base: Have or are likely to budget n=665) Q.5 ‐ How much do you anticipate spending this holiday season? (Base: All n=1001)
Nothing extra (3%) Less than $100 (4%)
$100‐$250 (19%) $251 ‐ $500 (28%)
$501‐$750 (19%)
More than $750 (22%)
Anticipated Holiday Spending
91%
58%
32%
28%
28%
25%
25%
23%
20%
14%
Gifts
Food
Decorations
Travel
Clothes for special events
Going to parties
Hosting parties / entertaining
Donations
Mailing / shipping costs
Hosting
Items budgeted for
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Gifts to purchase this holiday seasonCanadians expecting to partake in some form of festivities this holiday season expect to buy gifts for an average of 6.7 people.
When asked about how much should be spent on different people, partner/spouse and children had the highest mean gift values.
Q.6 ‐ Roughly how many people do you expect to buy gifts for this holiday season: (Base: All n=1001)Q.7 ‐ On average how much do you think should be spent on the following people during the holiday season: (Base: All n=1001)
6.7AVERAGE OF NUMBER OF
PEOPLE TO BUY FOR THIS HOLIDAY SEASON$99
$89
$55
$23
$23
$11
$10
Partner/Spouse
Children
Parents
Close Friends
Extended family
Colleagues
Others (eg. Teacher,concierge)
How much do you think you should spend on… (Mean is shown)
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Pressure to spend during the holiday seasonJust under one‐half of those expecting to participate in the upcoming holiday season say that they feel somewhat/very pressured to overspend. Two‐thirds track their holiday spending – particularly women (70% vs. 62% of men).
Q.8 ‐ To what extent, if at all, do you feel pressured to overspend during the holiday season: (Base: All n=1001)Q.9 ‐ How well do you track your holiday spending, if at all: (Base All n=1001)
Of Canadians who will be celebrating in the upcoming season feel somewhat/very
pressured to overspend this holiday season
Of Canadians who will be celebrating in the upcoming season track their holiday spending
somewhat/very well. 70% 62%
Quebeckers (60%) are significantly less likely to track their budgets than Ontarians (72%) and Albertans (63%).
Millennials feel more pressured than older Canadians to overspend (64% vs. 39%), as do households with children vs. those without (64% vs. 38%)
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Spending and salesA majority of Canadians plan their shopping in advance, with three‐quarters of those intending to celebrate expressing a likelihood to pre‐plan and research holiday purchases.
Sales are an important factor, with more than one‐half stating that sales on items like gifts (75%), food (66%) and drinks (53%) are important when making purchases.
Q.10 ‐ How likely are you to plan and research your purchases before going to the mall or shopping online? (Base: All n=1001)Q.11 ‐ How important, if at all, is it that an item be on sale when you are purchasing the following items for the holidays: Base: all)
Of Canadians who will be celebrating this holiday season are somewhat/very to likely to plan and research purchases before going to the mall or shopping online
Gifts
Food
Drink
75%
66%
53%
Somewhat/Very important an item is on sale
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Buyer’s remorse and cutting backOnly 22% of Canadians who celebrate the holidays never experience buyers remorse after the holidays.
Two‐thirds have considered cutting back or not exchanging gifts at all. Quebecers are significantly less likely than the rest ofCanadians to have considered cutting back or not exchanging gifts at all (50% vs. 68% ROC).
Q.13 ‐ Have you ever considered cutting back on, or not exchanging gifts? (Base: All n=1001)Q.12 ‐ How often, if at all, do you experience buyer's remorse after the holidays: (Base: All n=1001)
Always
Sometimes
Rarely
Never
5%
31%
22%
How often do you experience buyer’s remorse after the holidays?
41% Yes, 64%
No, 33%
Don't know 3%
Ever considered cutting back on, or not exchanging gifts?
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Feelings towards holiday preparednessAmong those who celebrate the holidays, one‐half feel like they are in a better position financially this year and 47% generally feel more prepared.
22% of celebratory Canadians accept that debt is a necessary evil during the holiday season. This is particularly true of those who feel pressured to overspend (33%).
Q.14 ‐ To what extent do you agree, or disagree, with the following statements: (Base: All n=1001)
I feel I am in a better place financially this year going into the holiday season
I feel more prepared going into the holiday season this year
I accept that going into debt is just part of the holiday season
51%
47%
22%
Somewhat/Strongly Agree
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Holiday spending tactics
Q.16 ‐Which of the following tactics, if any, have you employed in the past to afford buying gifts or paying off holiday debt: Base: All n=1001
The most common tactic used to afford buying gifts is to only buy items on sale (48%). That said, many cut back on non‐necessities like dining out (43%), entertaining (35%) and clothes (25%).
Women are significantly more likely than men to use sales as a tactic (56% vs. 39%).
48% only buy goods on sale
43% Cut back on dining out
36% Use coupons
35% Cut back on
entertainment
25% Cut back on clothes
21%Work overtime
13% Forego a vacation
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Holiday spending: payment and returnsCash is the most commonly used form of currency for holiday spending (67%). Those who sometimes/always have buyer’s remorse are significantly more likely to use credit for holiday purchases than those who rarely/never have remorse (54% vs. 43%).
33% have returned a gift to recoup on their own holiday spending.
Q.17 ‐When it comes to holiday spending, which of the following do you use: Base: All n=1001Q.18 ‐ How often, if at all, do you return gifts given to you to recoup holiday spending: Base: All n=1001
67%
47%
35%
11%
8%
8%
2%
4%
Cash
Credit
Savings
Overtime pay
Additional part‐time income
Holiday bonus
Pay day loan
Other
Holiday Spending
SometimesSometimes
AlwaysAlways
RarelyRarely
NeverNever
Return gifts to recoup spending
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Shopping beliefs about the holiday season
One‐half of Canadians who partake in the holidays sense that they have likely been given a re‐gift in the past, and 37% admit that they themselves have re‐gifted.
Although many Canadians use sales as a primary tactic to afford holiday spending, only 31% won’t buy a gift unless it is on sale.
Q.20 ‐ To what extent do you agree, or disagree, with the following statements: (Base: All n=1001)
There is a risk of not being able to find good gifts at the last minute
I am fairly certain I have been given a re‐gift
The best deals are on offer closest to the holidays
I buy most of my gifts at the last minute
I have re‐gifted in the past
I won't buy a gift unless it is on sale
I wait until boxing day to shop for holiday gifts
76%
Somewhat/Strongly Agree
49%
46%
38%
37%
31%
22%
www.leger360.comLisa CovensVice‐PresidentCommunications and Public AffairsO: 416‐964‐[email protected]
Erin DevineySenior ConsultantCommunications and Public AffairsO: 416‐964‐[email protected]