Shopping and valentine day

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Shopping and valentine day

  1. 1. Canadians’ Anticipated Shopping Behaviour This Valentine’s Day Robert Daniel, Vice President Retail Council Of Canada February 2006
  2. 2. Background & Methodology <ul><li>In total, 2195 Canadians were surveyed on-line between February 1 st and 5 th , 2006. </li></ul><ul><li>Respondents were asked a number of questions regarding their purchasing plans for Valentine’s Day in addition to questions about their age, marital status, household income, and region of residence. </li></ul><ul><li>Data collected is representative of all Canadians in terms of age within gender and within region. The results have a margin of error of ±2.1%, 19 times out of 20. </li></ul>±11.5% 68 75 Saskatchewan ±2.1% 2025 2195 TOTAL ±4.8% 276 418 B.C./Territories ±4.5% 201 467 Alberta ±8.0% 75 152 Manitoba ±4.3% 786 520 Ontario ±7.3% 511 182 Quebec ±5.0% 108 381 Atlantic Margin of Error % Weighted Interviews # Actual Interviews #
  3. 3. 62% of Canadians plan to give gifts this Valentine’s Day. Q1: Do you plan to give gifts to other people on Valentine’s Day? (n=2195, February 2006)
  4. 4. <ul><li>Despite not being in a romantic relationship, almost two-fifths (38%) of these Canadians are still planning on giving gifts this Valentine’s Day, suggesting many Canadians don’t necessarily view Valentine’s Day as an exclusively “romantic” holiday. </li></ul>Valentines Day Is Important Regardless of Relationship Status Not in a Relationship In a Relationship % % 23 71 55 No –will not give gift(s) 38 Yes – will give gift(s)
  5. 5. Young Canadians are the least likely to give gifts on Valentine’s Day (45%). <ul><li>Meanwhile, Canadians 35-44 years of age are the most likely to do so (73%). </li></ul>65+ 55-64 45-54 35-44 25-34 18-24 Age % % % % % % 32 61 22 73 33 61 40 57 47 45 25 No –will not give gift(s) 65 Yes – will give gift(s)
  6. 6. Residents of Manitoba are the least likely to give Valentine’s Day gifts this year. 34 60 B.C. 39 56 % Manitoba 28 60 % Saskat-chewan Alberta Ontario Quebec Atlantic Region % % % % 32 61 30 63 33 64 31 No –will not give gift(s) 65 Yes – will give gift(s)
  7. 7. On average, Canadians who plan to spend money this Valentine’s Day will spend an average of $92.59 on gifts. $0 $1 to $20 $21 to $30 $31 to $40 $41 to $50 More than $100 Mean Including $0 : $92.05 Mean Excluding $0 : $92.59 Q2: (IF YES AT Q1) How much do you expect to spend in total on all your gifts to other people this Valentine’s Day? Please enter a dollar amount (no cents). If you are not sure how much you expect to spend, please provide your best estimate. (n=1380, February 2006) $51 to $100 Don’t Know/Refused Note: When the mean “includes” the amount of $0, this is referring to Canadians who plan to give a gift on Valentine’s Day but who may not plan to spend any money doing so. Note: When the mean “excludes” the amount of $0, this is referring to Canadians who plan to give a gift on Valentine’s Day and who plan to spend money on these gifts.
  8. 8. On average, Canadians in a relationship will spend more on gifts than their single counterparts. Not in a Relationship In a Relationship % % 82.6 94.7 Mean (excluding $0) 14 13 More than $100 24 24 $51 to $100 20 8 17 17 15 $41 to $50 5 $31 to $40 17 $21 to $30 22 $1 to $20
  9. 9. Canadians who are in a fairly new relationship (6 months to 1 year) will spend the most on gifts for their loved one(s) this Valentine’s Day . <ul><li>Canadians in long-term relationships (10 years or more) will also spend a large amount ($100, on average). </li></ul>100 12 26 19 7 20 14 % 10 years to 20 years 75 13 24 23 7 16 13 % 2 years to 5 years 94 18 18 22 12 16 12 % 5 years to 10 years More than 20 years 1 year to 2 years 6 months to 1 year Less than 6 months Length of Relationship % % % % 100 77 112 75 Mean (excluding $0) 9 16 29 11 More than $100 23 30 20 38 $51 to $100 15 6 16 16 20 7 16 23 19 13 10 8 6 $41 to $50 13 $31 to $40 1 $21 to $30 31 $1 to $20
  10. 10. On average, Canadians between 18 and 24 years of age will spend the most on gifts this Valentine’s Day. <ul><li>Meanwhile, Canadians between 25 and 34 years of age will spend the least on gifts ($72). </li></ul>65+ 55-64 45-54 35-44 25-34 18-24 Age % % % % % % 79.9 92.7 102.3 102.4 72.3 108.3 Mean (excluding $0) 10 11 14 15 13 18 More than $100 34 21 20 26 24 20 $51 to $100 21 3 11 21 18 10 17 13 21 8 18 17 19 4 15 27 14 10 22 16 20 $41 to $50 8 $31 to $40 17 $21 to $30 15 $1 to $20
  11. 11. Ontarians are the country’s biggest spenders when it comes to Valentine’s Day, spending an average of $116 per person. <ul><li>Residents of Saskatchewan and Manitoba will spend the least on Valentine’s Day gifts ($60 and $65, respectively). </li></ul>88.4 13 22 23 7 14 18 % Alberta B.C. Saskat-chewan Manitoba Ontario Quebec Atlantic Region % % % % % % 87.4 59.8 65.2 115.9 72.0 88.5 Mean (excluding $0) 14 10 9 15 12 8 More than $100 21 26 28 24 25 17 $51 to $100 14 8 17 22 18 6 18 16 25 12 11 17 16 4 17 28 25 7 22 20 22 $41 to $50 10 $31 to $40 15 $21 to $30 17 $1 to $20
  12. 12. On average, Canadians who plan to spend money on Valentine’s Day will spend the most on jewellery ($159). Q3: (IF YES AT Q1) Of that total, how much do you plan to spend on gifts in the following categories? Jewellery (n=627) Restaurants (n=715) Health and Beauty Spas (n=555) Clothing (n=566) Flowers (n=958) Confections/Candy (n=911) Stuffed Animals (n=574) Cards (n=1085) Other (n=739) Mean $ Amount (excluding $0)
  13. 13. Canadians who have been in a relationship for less than 6 months are going to spend more on jewellery and health and beauty spas than will Canadians who are in a longer-lasting relationship. More than 20 years 10 years to 20 years 5 years to 10 years 2 years to 5 years 1 year to 2 years 6 months to 1 year Less than 6 months Total Length of Relationship 52 50 68 51 74 20 60 53 Clothing 201 155 163 89 104 127 232 159 Jewelry 50 9 17 20 32 61 67 $ 43 40 77 49 46 72 37 Other 10 9 8 6 7 7 9 Cards 19 18 32 76 79 $ $ $ $ $ $ $ Mean (excl. $0) 14 13 12 17 11 15 Stuffed Animals 26 37 63 65 18 31 - 57 19 25 40 56 16 30 44 58 26 39 200 68 32 Confections/Candy 35 Flowers - Health and Beauty Spas 80 Restaurants
  14. 14. On average, residents of Alberta and Ontario will spend more than any other region on jewellery ($280 and $237, respectively). <ul><li>Residents of Saskatchewan and Quebec will spend more money, on average, on stuffed animals than Canadians elsewhere in the country ($21, respectively). </li></ul>52 48 51 50 63 34 46 53 Clothing 127 280 62 78 237 99 71 159 Jewellery 50 9 17 20 32 61 67 $ Total 47 40 27 53 52 61 36 Other 10 8 10 9 9 10 8 Cards 18 18 36 59 78 $ Alberta B.C. Saskatchewan Manitoba Ontario Quebec Atlantic Region $ $ $ $ $ $ Mean (excl. $0) 18 21 19 15 21 10 Stuffed Animals 21 32 63 71 21 37 71 68 15 28 36 45 19 27 36 76 16 24 38 49 23 Confections/Candy 29 Flowers 58 Health and Beauty Spas 65 Restaurants
  15. 15. The majority (84%) of Canadians plan to give a Valentine’s gift to their spouse or partner, but giving gifts to other family members, like children, is popular as well (43%). Q4: (IF YES AT Q1) Who are you planning on giving valentine’s day gifts to this year? (READ AND ROTATE LIST) (n=1380, February 2006) Spouse/Partner Other Family Members – Including Children Friends Work Colleagues Other Don’t Know/Refused
  16. 16. Less than one-in-twenty (3%) Canadians will purchase an electronic gift card this Valentine’s Day. Atlantic Quebec Ontario Manitoba Saskatchewan Alberta B.C. Q5: Are you planning to purchase any electronic gift cards as presents? (n=1380, February 2006) % Yes
  17. 17. Canadians who have been in a relationship less than 1 year are more likely to buy an electronic gift card than those who have been in a longer relationship. % % % % % % % More than 20 years 10 years to 20 years 5 years to 10 years 2 years to 5 years 1 year to 2 years 6 months to 1 year Less than 6 months Length of Relationship 2 4 2 2 - 15 8 Yes – will buy an electronic gift card 91 93 100 95 95 92 78 No – will not buy an electronic gift card
  18. 18. Canadians between 18 and 24 years of age (6%) are more likely to purchase an electronic gift card than their older counterparts. 65+ 55-64 45-54 35-44 25-34 18-24 Age % % % % % % 91 2 91 2 93 3 94 4 93 6 95 No – will not buy an electronic gift card 2 Yes – will buy an electronic gift card
  19. 19. Robert Daniel, Vice President 101 Yorkville Avenue, Suite 301 Toronto, Canada M5R 1C1 Tel: 416.921.0090 / Fax: 416.921.3903 www.pollara.com . com

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