Tighter Budgets (35%) and Not Knowing What to Buy (35%) Top List of Most-Challenging Aspect of Holiday Shopping
Men (38%) are more likely than women (33%) to say they don't know what to buy, and that they don't like the crowds at the mall (25% men vs. 17% women) while women (41%) are significantly more likely than men (28%) to say their biggest challenge is tighter budgets this year. Budgets are a bigger challenge for young people than older people, while older people are having a harder time trying to find the perfect gift than younger people are.
Perhaps in an effort to tackle some of these challenges, nearly half (48%) of gift-givers intend to give gift certificates or gift cards. This compares to eight in ten (82%) who will give actual tangible gifts - meaning two in ten (18%) will not - two in ten (20%) who intend to give cash, and one in ten who will give charitable donations (7%), or some other form of gift (7%).
Women (50%) are slightly more likely than men (45%) to say they're going to give gift cards, and they're most popular among middle-aged (51%) adults compared to older (48%) or younger (44%) adults. Albertans (58%), residents of Saskatchewan and Manitoba (52%) and Ontarians (51%) are most likely to purchase gift cards this year, while Atlantic Canadians (44%), Quebecers (42%) and British Columbians (41%) are less likely to do so.
These are some of the findings of an Ipsos Reid poll conducted between November 10-14, 2011, on behalf of RBC. For this survey, a sample of 1,047 Canadians who intend to give gifts this holiday season 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. 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. 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
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.
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 2010, Ipsos generated global revenues of e1.140 billion ($1.6 billion U.S.).
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