Survey on Buying Behaviours for the Holiday Season - Quebecers plan to spend a little more for Christmas

MONTREAL, Nov. 8, 2012 /CNW Telbec/ - According to the CQCD, Quebecers plan to spend an average of $676 per household for the 2012 holiday season. Moreover, 80% of Quebecers who plan to make holiday purchases intend to spend as much as last year, if not more.

These are some of the findings of a survey on Quebecers' buying behaviours for the 2012 holiday season, conducted by the Altus Group on behalf of the Conseil québécois du commerce de détail (CQCD)/Retail Council of Quebec. Conducted exclusively in Quebec since 2004, this survey is the most reliable measure of Quebecers' buying behaviours as the holiday season approaches. According to the CQCD's president and CEO, Me Gaston Lafleur, "The results of this year's survey are encouraging. They allow us to conclude that Quebecers will loosen their purse strings during the holiday season."

The importance of the holiday season for retail sales is a well-known phenomenon. Excluding the automotive sector, the CQCD estimates that Quebec consumers' holiday spending will total $2.34 billion, up 1.7% from last year.

This survey also reveals some other interesting findings:

Confidence in the economy

• 66% of Quebecers believe that the current economic situation will have little or no influence on their holiday buying intentions; this represents an increase of 7% compared with 2011 and a return to the 2010 level.
• 65% of respondents indicated that their personal financial situation will not influence or interfere with their decision to give gifts during the holiday season; this is a decrease of 1% from 2011.

The shopping period

• Among Quebecers planning to make holiday purchases:
• 27% had already started their shopping in October or earlier, versus 22% in 2011;
• 35% plan to do their shopping in November, versus 34% in 2011;
• 32% will not start their shopping until December, versus 35% in 2011.
• 9% of Quebecers made purchases on December 26, 2011 (Boxing Day).
• This year's proportion could be comparable to that of 2011, as 13% intend to make purchases on Boxing Day 2012.

Number of recipients of gifts purchased

On average, Quebecers planning to make holiday purchases will buy gifts for 7.1 persons, up from 6.7 persons in 2011.

Purchase locations and types

• More than half (54%) of Quebecers will make the majority of their holiday purchases in shopping centres.
• The percentage of Quebecers intending to make the majority of their holiday purchases in big-box stores is expected to increase slightly, from 8% last year to 10% in 2012.
• 53% plan to give gift certificates. This is a marked increase compared with 2011 (44%) and 2010 (41%).
• This year, Quebecers will spend:
• $182M on the purchase of gift certificates for the holiday season;
• $42M on the Internet for the holiday season.
• 15% of Quebecers intend to use the Internet to buy holiday gifts, up slightly from 2011 (14%).

The most popular gift certificates come from general merchandise stores, apparel and fashion accessories stores, bookstores and music stores.

Amount spent

Quebec households will spend an average of $676 for the holiday season this year. This amount is slightly higher than last year ($673), but still lower than in pre-recession years. Of this amount, 60 % will be spent on gifts, for an average of $406 per household, and 40% ($270) will be spent on food. This distribution of holiday spending remains stable compared with previous years.

The survey was conducted between October 18 and 25, 2012. It polled 1012 persons aged 18 years or over who were responsible for their household's purchases. It has a margin of error of 3.1%, 19 times out of 20.

The Conseil québécois du commerce de détail (CQCD) is proud to promote, represent and enhance the image of the retail sector and the retailers who belong to it, in order to ensure the development and prosperity of the sector. The CQCD is an association of retail and distribution businesses representing more than 70% of retail-related activities in Quebec and is an indispensable voice for this major sector of the economy.

SOURCE: RETAIL COUNCIL OF QUEBEC

Lise Plante, MBA
Communications and Marketing Director
Conseil québécois du commerce de détail/Retail Council of Quebec
Tel.: [phone], extension 200
E-mail: [email protected] - www.cqcd.org