Canadians Anticipated Shopping

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Canadians Anticipated Shopping Behaviour This
Valentines Day Robert Daniel, Vice President
Retail Council Of Canada February 2006
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Background Methodology

• In total, 2195 Canadians were surveyed on-line
  between February 1st and 5th, 2006.
• Respondents were asked a number of questions
  regarding their purchasing plans for Valentines
  Day in addition to questions about their age,
  marital status, household income, and region of
  residence.
• 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.

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62 of Canadians plan to give gifts this
Valentines Day.
Q1 Do you plan to give gifts to other people on
Valentines Day? (n2195, February 2006)
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Valentines Day Is Important Regardless of
Relationship Status

• Despite not being in a romantic relationship,
  almost two-fifths (38) of these Canadians are
  still planning on giving gifts this Valentines
  Day, suggesting many Canadians dont necessarily
  view Valentines Day as an exclusively romantic
  holiday.

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Young Canadians are the least likely to give
gifts on Valentines Day (45).

• Meanwhile, Canadians 35-44 years of age are the
  most likely to do so (73).

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Residents of Manitoba are the least likely to
give Valentines Day gifts this year.
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On average, Canadians who plan to spend money
this Valentines Day will spend an average of
92.59 on gifts.
0
NoteWhen the mean includes the amount of 0,
this is referring to Canadians who plan to give a
gift on Valentines 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 Valentines
Day and who plan to spend money on these gifts.
1 to 20
21 to 30
Mean Including 0 92.05 Mean Excluding 0
92.59
31 to 40
41 to 50
51 to 100
More than 100
Dont Know/Refused
Q2 (IF YES AT Q1) How much do you expect to
spend in total on all your gifts to other people
this Valentines Day? Please enter a dollar
amount (no cents). If you are not sure how much
you expect to spend, please provide your best
estimate. (n1380, February 2006)
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On average, Canadians in a relationship will
spend more on gifts than their single
counterparts.
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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 Valentines Day.

• Canadians in long-term relationships (10 years or
  more) will also spend a large amount (100, on
  average).

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On average, Canadians between 18 and 24 years of
age will spend the most on gifts this Valentines
Day.

• Meanwhile, Canadians between 25 and 34 years of
  age will spend the least on gifts (72).

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Ontarians are the countrys biggest spenders when
it comes to Valentines Day, spending an average
of 116 per person.

• Residents of Saskatchewan and Manitoba will spend
  the least on Valentines Day gifts (60 and 65,
  respectively).

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On average, Canadians who plan to spend money on
Valentines Day will spend the most on jewellery
(159).
Jewellery (n627) Restaurants (n715)
Health and Beauty Spas (n555) Clothing
(n566) Flowers (n958) Confections/Candy
(n911) Stuffed Animals (n574) Cards
(n1085) Other (n739)
Mean Amount (excluding 0)
Q3 (IF YES AT Q1) Of that total, how much do you
plan to spend on gifts in the following
categories?
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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.
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On average, residents of Alberta and Ontario will
spend more than any other region on jewellery
(280 and 237, respectively).

• Residents of Saskatchewan and Quebec will spend
  more money, on average, on stuffed animals than
  Canadians elsewhere in the country (21,
  respectively).

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The majority (84) of Canadians plan to give a
Valentines gift to their spouse or partner, but
giving gifts to other family members, like
children, is popular as well (43).
Spouse/Partner Other Family Members Including
Children Friends Work Colleagues Other
Dont Know/Refused
Q4 (IF YES AT Q1) Who are you planning on giving
valentines day gifts to this year? (READ AND
ROTATE LIST) (n1380, February 2006)
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Less than one-in-twenty (3) Canadians will
purchase an electronic gift card this Valentines
Day.
Atlantic Quebec Ontario Manitoba Saskatchewan Albe
rta B.C.
Yes
Q5 Are you planning to purchase any electronic
gift cards as presents? (n1380, February 2006)
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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.
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Canadians between 18 and 24 years of age (6) are
more likely to purchase an electronic gift card
than their older counterparts.
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Robert Daniel, Vice President 101 Yorkville
Avenue, Suite 301 Toronto, Canada M5R 1C1 Tel
416.921.0090 / Fax [phone]
www.pollara.com.com