Canadians Consistent In Preference for Term `Christmas Season' (72%), Minority Prefers `Holiday Season' (28%)

Toronto, ON - With the debate between using `Christmas' versus the more inclusive reference to `holidays' continuing year after year, a strong majority of Canadians are still set in their ways and prefer the traditional moniker, according to a new poll conducted by Ipsos Reid on behalf of Postmedia News and Global Television. Three-quarters (72%) of Canadians `think we should refer to the end of the year as the `Christmas Season' because that is the original meaning and purpose of the holiday', down 1 point from 2011 but up 1 point from 2010. Three in ten (28%), however, think `we should refer to the end of the year as the `Holiday Season' because not everyone celebrates Christmas and it's important to be inclusive of other religions and cultures', which is up 1 point from 2011 but down 1 point from 2010.

It appears that Canadians observe many traditions at Christmas time - some maintaining and others waning. Three-quarters (75%) of Canadians will have a Christmas tree (up 3 points from last year and on par with 2010), but fewer (68%) will have turkey for Christmas dinner (down 4 points from last year and 7 points from 2010). Half (48%, down 2 points from 2010 and 2011) of Canadians will hang stockings, while three in ten will go to church (30%, up 2 points from 2011 and no change from 2010) and have a nativity scene in their home (28%, down 1 points from 2010 and 2011). Only one in ten (11%) Canadians will not do any of these things, a net gain of 1 point since 2010.

Christmas is a Time For...

Majority (54%) of Canadians believe that the most important thing about Christmas is that it's a `time for family' (down 2 points from last year and down 5 points from 2010). More Canadians this year believe that Christmas is `time to reflect on the birth of Jesus Christ' (23%, up 4 points from 2010 and 2011), while just one in ten believe that Christmas is about `a time for sharing and gift giving' (12%, a net gain of 1 point from 2010) or is `a nice festive season in the middle of winter' (10%, down 2 points compared to 2010 and 2011).

The Religious Side of Christmas

While more Canadians in 2012 believe that Christmas is a time to reflect about the birth of Jesus Christ, the religious component of Christmas often gets pushed aside for other kinds of festivities and holiday plans. Although seven in ten (72%, up 4 points from 2011 and on par with 2010) Canadians identify themselves as Christians and half (50%, up 6 points from last year and up 4 points from 2010) practise some form of religion, only half of these people include Christmas service in their holiday schedule. Three in ten (31%, no change) attend Christmas mass or service, which is more than the two in ten (19%, up 3 points from 2011 and up 2 points from two years ago) who attend their church's service or mass on a regular basis (at least a few times a month).

Santa's Approval Rating

Most Canadians are generally pleased with Santa and his performance since last Christmas. Nine in ten (85%) `approve' (37% strongly/48% somewhat) of his performance over the last year or so, while only two in ten (15%) `disapprove' (5% strongly/10% somewhat). This is consistent with Santa's performance rating five years ago when 87% of decided Canadians `approved' (49% strongly/38% somewhat) and 14% `disapproved' (6% strongly/8% somewhat).

This consistency is surprising considering fewer Canadians admit to believing in Santa Claus in 2012 compared to 2007. One-quarter (25%) of Canadians in 2012 say they personally believe in Santa Claus, down 7 points from five years ago. Three-quarters (75%) admit to not believing in Santa Claus, up 7 points from 2007.

These are some of the findings of an Ipsos Reid poll conducted between December 7th to 12th, 2012, on behalf of Postmedia News and Global Television. For this survey, a sample of 1,021 Canadians from Ipsos' Canadian online panel was interviewed online. Weighting was then employed to balance demographics to ensure that the sample's composition reflects that of the adult population according to Census data and to provide results intended to approximate the sample universe. The precision of Ipsos online polls is measured using a credibility interval. In this case the poll is accurate to +/- 3.5 percentage points of the entire Canadian adult population. All sample surveys and polls may be subject to other sources of error, including, but not limited to coverage error, and measurement error.

For more information on this news release, please contact:

Sean Simpson
Associate Vice President
Ipsos Reid Public Affairs
416.572.4474
[email protected]

About Ipsos Reid

Ipsos Reid is Canada's market intelligence leader, the country's leading provider of public opinion research, and research partner for loyalty and forecasting and modelling insights. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in the country, as well as the largest pre-recruited household and online panels. Ipsos Reid's marketing research and public affairs practices offer the premier suite of research vehicles in Canada, all of which provide clients with actionable and relevant information. Staffed with seasoned research consultants with extensive industry-specific backgrounds, Ipsos Reid offers syndicated information or custom solutions across key sectors of the Canadian economy, including consumer packaged goods, financial services, automotive, retail, and technology & telecommunications. Ipsos Reid is an Ipsos company, a leading global survey-based market research group.

To learn more, please visit www.ipsos.ca.

About Ipsos

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 survey management.

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 e1,363 billion (1.897 billion USD) in 2011.

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