Canadians Enjoy Giving And Receiving Gift Cards

Toronto, ON - When it comes to the giving and receiving gifts, a new Ipsos Reid poll conducted on behalf of Mark's Work Warehouse reveals that Canadians enjoy both the giving and receiving of gift cards. In fact, most (88%) Canadians either `strongly' (47%) or `somewhat agree' (41%) that they enjoy receiving gift cards because then they can buy what they want with them. This is compared to just one in eight (12%) who either `somewhat' (9%) or `strongly' (4%) disagree with this sentiment. Interestingly, women (91%) are more likely than men (84%) to agree with this statement, as are younger Canadians (92%) when compared with middle-aged (88%) or older Canadians (84%).

Furthermore, nearly three quarters (72%) of Canadians `strongly' (34%) or `somewhat agree' (38%) that they would rather receive a gift card than a traditional gift like a sweater, while just three in ten `somewhat' (22%) or `strongly' (6%) disagree that this is the case.

But when it comes time to give gift cards, it appears that Canadians enjoy giving them nearly as much as receiving them. Specifically, eight in ten (78%) `strongly' (34%) or `somewhat agree' (44%) that they enjoy giving gift cards so that they don't have to worry about giving the wrong size of clothing, or a gift that the recipient already owns. Atlantic Canadians are the most likely (85%) to enjoy giving gift cards, while Quebecers (73%) are the least likely.

However, some Canadians believe that the giving of gift cards can often be seen as being impersonal with six in ten (62%) either `strongly' (14%) or `somewhat' agreeing that the giving of a gift card can be interpreted in this manner. While Quebecers are the least likely to agree that they enjoy giving gift cards, they are also the least likely (48%) to believe that this act can be seen as being impersonal. Similarly, younger Canadians are more likely (68%) than middle-aged (61%) or older Canadians (58%) to agree that sometimes giving gift cards can be seen as being impersonal.

What is more, nearly one half (43%) of Canadians `strongly' (10%) or `somewhat' (33%) agree that when they purchase gift cards they sometimes forget to purchase a greeting card to go along with it. Humorously, men are more likely (46%) to be forgetful in this regard than women (39%).

But, those on the receiving end do not seem to mind, with most (84%) either `strongly' (53%) or `somewhat' (31%) agreeing that when they receive a gift card, they always remember to redeem it.

These are the findings of an Ipsos Reid poll conducted on behalf of Mark's Work Warehouse from Oct 17 to Oct 21, 2007. For the survey, a representative randomly selected sample of 4826 was interviewed online. With a sample of this size, the results are considered accurate to within 177 1.4 percentage points, 19 times out of 20, of what they would have been had the entire adult population been polled. The margin of error will be larger within regions and for other sub-groupings of the survey population. These data were weighted to ensure that the sample's regional and age/sex composition reflects that of the actual Canadian population according to Census data.

For more information on this news release, please contact:
Sean Simpson
Research Manager
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.

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