Canadians Anticipated Shopping

1
Canadians Anticipated Shopping Behaviour This
Valentines Day
Retail Council Of Canada February 2007
2
Background Methodology

• In total, 1885 Canadians were surveyed on-line
  between February 2nd and 6th, 2007.
• Respondents were asked a number of questions
  regarding their purchasing plans for Valentines
  Day in addition to questions about their age,
  gender, length of the current relationship (if
  applicable), and region of residence.
• Data collected is representative of all Canadians
  in terms of age within gender and within region.
  The results have a margin of error of 2.3, 19
  times out of 20.

3
Percentage of Canadians who plan to give gifts to
other people on Valentines Day

• More than one-half (58) of Canadians plan to
  give gifts to other people this Valentine's Day.

Q1 Do you plan to give gifts to other people on
Valentines Day? (n1885, February 2007)
4
Percentage of Canadians who plan to give gifts on
Valentines Day By Age and Region

• Canadians between the ages of 35-44 are the most
  likely to give gifts this Valentines Day (68).

• Meanwhile, residents of the Prairie Provinces
  (62) and Ontario (60) are the most likely to
  give gifts (68).

5
People Canadians plan to give gifts to this
coming Valentine's Day

• The vast majority (81) of those lucky Canadians
  who can expect to receive a gift this Valentine's
  Day will be spouses and/or partners.

Spouse/Partner Other Family Members Including
Children Friends Work Colleagues Other
Dont Know/Refused
Q5 (IF YES AT Q1) Who are you planning on giving
valentines day gifts to this year? (READ AND
ROTATE LIST) (n1078, February 2007)
6
Amount Canadians expect to spend on gifts this
Valentine's Day
1 to 20

• On average, Canadians expect to spend 92.30 on
  Valentines gifts this year, the same amount as
  in 2006 (92.59).

21 to 30
31 to 40
41 to 50
51 to 100
2007 Mean 92.30 2006 Mean 92.59
More than 100
Q2 (IF YES AT Q1) How much do you expect to
spend in total on all your gifts to other people
this Valentines Day? Please enter a dollar
amount (no cents). If you are not sure how much
you expect to spend, please provide your best
estimate. (n1078, February 2007)
7
Amount Canadians expect to spend on gifts for
Valentine's Dayby Length of Relationship

• Canadians who are in a five to ten year
  relationship expect to spend the most on gifts
  for Valentines Day (149).

8
Amount Canadians expect to spend on gifts for
Valentine's Dayby Age and Region

• Canadians between the ages of 55 and 64 expect to
  spend the most on gifts (126).

• Residents of Ontario plan to spend the most
  (111), while Atlantic Canadians expect to spend
  the least (66) on Valentines Day gifts.

9
Canadians anticipated expenditure on particular
gifts this Valentine's Day
Jewelry (n65) Restaurants (n294) Health
and Beauty Spas (n65) Clothing
(n89) Confections/Candy (n590) Flowers
(n366) Stuffed Animals (n108) Cards
(n691) Other (n299)
Mean Amount
Q3 (IF YES AT Q1) Of that total, how much do you
plan to spend on gifts in the following
categories?
10
Canadians anticipated expenditure on particular
gifts this Valentine's Day compared to 2006

• Although Canadians are spending the same amount
  on Valentines Day gifts year as compared to last
  year, they expect to spend different amounts on
  specific items.
• This year, Canadians plan to spend less on
  jewelry (by 56) and more on chocolates (by 12)
  compared to the previous year.

11
Canadians who plan to purchase an electronic gift
card for Valentines Day

• One-in-twenty (5) Canadians plan to purchase an
  electronic gift card for Valentines day this
  year.

Atlantic Quebec Ontario Prairies Alberta B.C.
Yes
Q4 Are you planning to purchase any electronic
gift cards as presents? (n1078, February 2007)
12
Roland Merbis, Associate Vice-President Public
Affairs Martin Hrobsky, Senior Research Analyst
Public Affairs 101 Yorkville Avenue, Suite 301
Toronto, Canada M5R 1C1 Tel [phone] /
Fax [phone] www.pollara.ca.com