Changing Conditions, Changing Traditions:
Six in Ten (58%) Canadians say that Changes in the Economy Have Caused them to Re-evaluate This Year's Christmas Spending or Traditions
Toronto, ON - The economy has taken its toll on many families this year to the extent that Christmas will be different for most, according to a new Ipsos Reid poll commissioned by World Vision Canada. Six in ten (58%) Canadians say that changes in the economy have caused them to re-evaluate this year's Christmas spending or traditions.
Among those who are re-evaluating their spending or traditions, respondents were asked on an open-ended basis what aspects of their Christmas spending or traditions they expect will change this year as a result of the economy. Nearly one half (47%) indicate that they have a smaller budget designated for holiday-related spending, while one quarter (24%) suggest they'll give fewer gifts in total, either by giving fewer gifts to the same amount of people, or by cutting some people off their gift-exchange list all together.
Two in ten (16%) Canadians will look for less expensive gifts to give, while one in ten (13%) will make Christmas more homemade by making gifts for exchange, purchasing more useful gifts, or having friends over instead of going out. One quarter (23%) say that their traditions or spending will be affected in some other manner, such as actually sticking to a spending limit, drawing names for gifts, or simply staying home to save money.
With many Canadians scaling back on their gift giving and spending, finding the perfect gift could be that much more difficult. But many Canadians have actually taken the guess-work out of gift giving, as one in three (31%) - which could represent up to 7.5 million adult Canadians - `strongly agree' that they'd prefer to receive a meaningful gift that would help someone else, rather than receiving another traditional gift like a pair of socks or sweater.
Moreover, those trying to find a gift for an older member of the family can take advantage of the fact that 43% of Canadians aged 55+ `strongly agree' that they'd rather be a recipient of a charitable gift than a more traditional gift.
These are some of the findings of an Ipsos Reid poll conducted between September 23 to 25, 2009, on behalf of World Vision Canada. For this survey, a national sample of 2,006 adults 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 +/-2.2 percentage points 19 times out of 20 of what the results would have been had the entire population of adults in Canada been polled. 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.
To learn more, please visit www.ipsos.ca.
About Ipsos
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.
Member companies 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. They measure public opinion around the globe.
Ipsos member companies offer expertise in advertising, customer loyalty, marketing, media, and public affairs research, as well as forecasting, modeling, and consulting. Ipsos has a full line of custom, syndicated, omnibus, panel, and online research products and services, guided by industry experts and bolstered by advanced analytics and methodologies. The company was founded in 1975 and has been publicly traded since 1999.
In 2008, Ipsos generated global revenues of e979.3 million ($1.34 billion U.S.).
Visit www.ipsos.com to learn more about Ipsos' offerings and capabilities.
