Many Canadian Online Shoppers Taking Advantage of U.S. Black-Friday Deals

Toronto, ON - Many online Canadians are taking advantage of the official start of the American holiday-shopping season from the comfort of their own home, according to a new Ipsos Reid poll conducted on behalf of Visa. Six in ten (57%) Canadians have shopped online at a Canadian or American website in the last year, with one half (48%) shopping from a Canadian retailer and three in ten (29%) having made a purchase from an American website.

Among those who have done some online shopping in the past year, one quarter (23%) say they're `likely' (5% very/18% somewhat) to shop online on Black Friday at American websites to take advantage of discounts that are typical on this date. On average, these shoppers intend to spend $225.50 at U.S. retailers on Black Friday. Black Friday, the Friday after American Thanksgiving, is often considered the official kick-off to the hectic holiday-shopping season in the United States.

There are, however, a few things that could entice these Canadians to increase the amount they spend online at American retailers. Nine in ten (87%) say they'd be likely to shop more at American online retailers if they had the ability to ship anything from the US to Canada hassle-free, and a similar proportion (86%) would be likely to increase the amount that they shop at online US retailers if they always knew the full cost of the product before check-out, including shipping, customs and taxes.

These are some of the findings of an Ipsos Reid poll conducted between October 29 and November 1, 2009, on behalf of Visa Canada. For this survey, a national sample of 1,004 adults (557 of whom had an online purchase for either a Canadian or American online retailer in the past twelve months) from Ipsos' Canadian online panel was interviewed online. Weighting was then employed to balance demographics and 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. A survey with an unweighted probability sample of this size and a 100% response rate would have an estimated margin of error of +/-3.1 percentage points 19 times out of 20 of what the results would have been had the entire population of adults in Canada been polled. For the sub-group of online shoppers (n=557), the margin of error would be +/-4.2 percentage points, 19 times out of 20. 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
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.

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Ipsos is a leading global survey-based market research company, owned and managed by research professionals. Ipsos helps interpret, simulate, and anticipate the needs and responses of consumers, customers, and citizens around the world.

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