`Tis Better to Give Than to Receive

Toronto, ON - When it comes to gather around the tree this holiday season, most Canadians prefer to give (87%) gifts than to receive them (13%), according to a new Ipsos Reid poll conducted on behalf of World Vision Canada. And while six in ten (58%) say the recent changes in the economy have caused them to re-evaluate this year's Christmas spending or traditions, the majority of Canadians continue to hold charitable gifts in high regard.

Eight in ten (80%) `agree' (31% strongly/49% somewhat) that they'd `rather receive a meaningful gift that would help someone else, rather than a traditional gift like a pair of socks or a sweater'. But finding that perfect gift can often be a challenge, particularly when the gift is for a family member of the opposite sex, according to the poll results.

One quarter (25%) of Canadians say their spouse is the most difficult person to buy a gift for, but men (34%) are significantly more likely than women (21%) to say so. In fact, for women, dad (24%) is the most challenging person to find that perfect gift for, while fewer men (17%) think the same. More men (18%) than women (13%) say finding a gift for mom is the most difficult.

Few parents think their sons (4%) and daughters (3%) are difficult to buy for, while brothers (3%) and sisters (3%) are apparently on the easier side as well. One in ten (9%) are of the opinion that other individuals, such as aunts, uncles, grandparents or cousins are the most difficult. Interestingly, only 16% of Canadians say they're all easy people to buy for, and apparently don't have any problems finding gifts.

Interestingly, six in ten (59%) Canadians think that they're an easy person to buy for. Just three in ten (28%) recognize that some people have difficulty buying for them, but are unsure of why, with women (30%) being more likely than men (24%) to say so. Only 14% acknowledge that they're difficult to buy for, and they know it. However, men (20%) are twice as likely as women (10%) to admit that they're difficult to buy for.

While Canadians struggle more so with finding a gift for a family member of the opposite sex, they generally prefer to receive gifts from the women in their family, not the men. While four in ten (38%) Canadians, overall, look forward to receiving their spouse's gift the most, husbands (48%) are much more likely than wives (32%) to say that this is the case.

One in three (34%) most look forward to gifts from their children, while others anticipate receiving the gift from their mother (12%), or sister (4%) more so than from dad (3%) or brother (1%). Just 6% say they don't look forward to anybody's gift because they never get what they want, with men (9%) being twice as likely as women (4%) to be dissatisfied with their gifts.

Six in ten (58%) say the recent changes in the economy have caused them to re-evaluate this year's Christmas spending or traditions, with women (64%) being much more likely than men (48%) to say that this is the case. Still, one quarter (23%) of Canadians does not limit the amount of money they spend on Christmas gifts.

Taking a more cost-conscious approach, three in ten (32%) set an overall spending limit while 45% set a spending limit per person. Women (51%) are much more likely than men (35%) to set a limit per person, while men (36%) are more likely than women (30%) to set an overall spending limit, or no limit at all (29% men vs. 19% women).

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.