Vancouver, B.C. – It is that time of the year again and retailers are all
wondering how they will fair in the 2012 holiday shopping season. In this fourth annual
Holiday Shopping Study, Ipsos Reid investigates British Columbians’ attitudes toward holiday
shopping and their specific holiday shopping behaviours, including those items shoppers are
jotting down on their shopping and wish lists.
The spirit of giving is alive among British Columbians, as most shoppers (83%) say that
they enjoy buying gifts for others more than receiving. More than half (53%) of planned
spending this holiday season is for gifts for children (23%), for their significant other (14%) and
gifts for any others (16%). Half (50%) of BC shoppers bought gifts to reward themselves during
the holiday season.
When it comes to the idea of regifting, most (62%) British Columbians think it is acceptable
to regift, and close to half (45%) admit that they have regifted things received from other
people. That being said, the vast majority of shoppers (91%) do not usually end up returning
or exchanging most of the gifts they receive from others.
In addition, results show that November to early December are popular times (54% this
year, 53% in a typical year) for British Columbians to get their holiday shopping done. Very
few are last minute shoppers who leave their shopping until the middle of December (14% this
year, 16% in a typical year) and the day/night before (1% this year, 1% in a typical year).
During this holiday season, more shoppers (14% vs. 11% last year) say that they will be
spending more, while there are less shoppers planning to spend less (21% vs. 24% last year).
Most (62%) plan to spend about the same as last year. A few of the items that are popular
holiday gifts include gift cards (48% plan to buy, 46% would like to receive),
clothing/shoes/accessories (45% plan to buy, 35% would like to receive) and
candy/chocolate/cookies (44% plan to buy, 24% would like to receive).
“These results show that the spirit of Christmas giving is alive and well in BC. It is also
interesting to see that for most regifting is not a four-letter word, but rather one more tool in
their bag of goodies.” says Dave Pierzchala, Senior Vice President and Managing Director at
These are the findings of an Ipsos Reid study fielded from November 13 to November
19, 2012. This online survey of 1,818 adult British Columbians, 18 years and older, was
conducted using Ipsos Reid’s proprietary “Voice of the West Interactive Forum” – an online
panel of more than 6,500 British Columbians who have been randomly recruited to match the
overall characteristics of the adult residents of the province. Statistical margins of error are not
applicable to online studies of this nature, however, an unweighted probability sample of this
size, with a 100% response rate, would have an estimated margin of error of +/- 2.3
percentage points, 19 times out of 20. The margin of error would be larger within regions and
for other sub-groupings of the survey population.
For more information on this news release please contact:
Senior Vice President, Managing Director
Ipsos is an independent market research company controlled and managed by research
professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group
with a strong presence in all key markets. In October 2011 Ipsos completed the acquisition of
Synovate. The combination forms the world’s third largest market research company.
With offices in 84 countries, Ipsos delivers insightful expertise across six research
specializations: advertising, customer loyalty, marketing, media, public affairs research, and
Ipsos researchers assess market potential and interpret market trends. They develop and
build brands. They help clients build long-term relationships with their customers. They test
advertising and study audience responses to various media and they measure public opinion
around the globe.
Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global
revenues of €1,363 billion (1.897 billion USD) in 2011.
Visit www.ipsos-na.com to learn
more about Ipsos offerings and capabilities.