Survey on Buying Behaviours for the Holiday Season - Quebecers plan to spend
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MONTREAL, Nov. 17 /CNW Telbec/ - With the holiday season and the Santa Claus parade fast approaching, the signs indicate that the recovery is holding firm. For the first time since 2006, Quebecers plan to spend more per household for the holiday season than they did the previous year. Quebecers intend to spend an average of $672 per household for the 2010 holiday season, up from $637 in 2009. Moreover, 78% of Quebecers who plan to make holiday purchases intend to spend as much as, if not more than, last year, compared with 69% at the same time in 2009.

These are some of the findings of a survey on Quebecers' spending behaviours for the 2010 holiday season, conducted by Groupe Altus 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' spending behaviours as the holiday season approaches. According to the CQCD's president, Me Gaston Lafleur, "The results of this year's survey are very encouraging. They allow us to conclude that, for the first time since 2006, Quebecers are likely to increase their holiday spending."

The importance of the holiday season for the overall retail sales for the year is a well-known phenomenon. Excluding the automotive sector, it is estimated that Quebec consumers' holiday spending will total $2.26 billion, up 5% compared with the same period last year.

The survey 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 spending intentions, a slight increase of 3% since 2009.
• Only 32% of respondents believe that their personal financial situation will influence their decision to buy or not to buy Christmas gifts.

The shopping period

• Among Quebecers planning to make holiday purchases,
• slightly more than a quarter (27%) had already started their shopping in October or earlier;
• 30% planned to do their shopping in November and
• 21% in early December;
• on the other hand, 37% will not start their shopping before December.
• 12% of Quebecers made purchases on December 26, 2009 (Boxing Day).
• This proportion could be slightly higher this year, as 15% intend to make purchases on Boxing Day 2010.

Number of recipients of gifts purchased

On average, Quebecers planning to make holiday purchases will buy gifts for 6.8 persons, essentially the same number as last year.

Purchase locations and types

• More than half (53%) 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 double, from 5% last year to 10% in 2010.
• 41% of Quebecers plan to give gift cards.
• This year, Quebecers will spend
• $189M on the purchase of gift cards for the holiday season.
• $60M on Internet for the holiday season.
• On the other hand, only 10% of Quebecers intend to use Internet to buy Christmas gifts. 

Toys, apparel, CDs and DVDs, as well as educational and board games will be on the majority of shopping lists this year.

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

Amount spent

Quebec households will spend an average of $672 for the holiday season this year ($637 in 2009). Of this amount, 62% will be spent on gifts, for an average of $417 per household, and 38% will be spent on food, receptions and beverages ($255).

Finally, it is interesting to note that only 6% of Quebecers do not plan to make any holiday purchases.

The survey was conducted between October 27 and November 7, 2010. It polled 1002 persons aged 18 years or over who were responsible for their household's purchases. It has a margin of error of 3.2%, 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.

For further information:

Jocelyn Desjardins
Director of Communications and Marketing
Conseil québécois du commerce de détail
E-mail: [email protected]
Tel.: [phone], ext. 200 or 514-604-6273