Table of Contents
Executive Summary
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- The issues
- Canadians are shopping for the holidays year round
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- Figure 1: Likelihood to search for savings when shopping for the holidays, March 2018
- Fragmentation is seen in retailer choices when prepping for the holidays
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- Figure 2: Planned shopping at retailer type (net any channel), March 2018
- Retailers must do more to impress
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- Figure 3: Approach to holiday shopping, March 2018
- The opportunities
- A seamless experience may be the best defense to preventing drop-off
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- Figure 4: Approach to holiday shopping, March 2018
- Home is where the heart is for holiday celebrations
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- Figure 5: Holiday traditions, March 2018
- There may be room for new traditions: young people are going out
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- Figure 6: Go out for a meal, by age, March 2018
- What it means
The Market – What You Need to Know
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- Consumers have more spending power
- Competition in the Canadian retail landscape continues to heat up
Market Factors
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- A stronger economy means more spending power
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- Figure 7: Perception of financial health, January/February 2015-18
- Retailers catering to home celebratory needs are well positioned
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- Figure 8: Monthly movement in selected components of the Canadian Consumer Price Index, seasonally adjusted, March 2013-March 2018
- The retail landscape in Canada is changing
- International retailers continue to increase their presence
- The discount stores and off-priced retailing scene is heating up
- The threat of Amazon looms
Key Players – What You Need to Know
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- As competition heats up, some retailer types are losing ground
- Looking ahead, deals may be more frequent and easier to come by
What’s Working?
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- Mass merchandisers have mass appeal
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- Figure 9: Planned shopping at mass merchandisers (net any channel), by income, March 2018
- Walmart’s holiday campaigns highlight that holiday prep is not just about the gifts
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- Figure 10: Christmas PJs, November 2017
- Figure 11: Affordable Gear for Canada Day, May 2017
- Interest in Amazon spans across all age groups
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- Figure 12: Planned shopping at Amazon, by age, March 2018
- Figure 13: Amazon email, May 2018
- Let’s get physical: enhancing the in-store experiences keep consumers engaged
What’s Struggling?
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- Fragmentation is seen in retailer choices when prepping for the holidays
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- Figure 14: Planned shopping at retailer type (net any channel), March 2018
- Private label will help grocery retailers hold their lane – Particularly with 18-34s
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- Figure 15: PC Shrimp & Scallops Au Gratin, November 2017
- Department stores may be losing ground
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- Figure 16: Planned shopping at department stores and dollar stores, by household income, March 2018
- Department stores may see gains by focusing messaging on quality
What’s Next?
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- Retailers are creating their own sales events
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- Figure 17: Way Day, Wayfair direct mail campaign, April 2018
- Partnerships are make deals sweeter for consumers
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- Figure 18: Make Mother’s Day Amazing, Hilton Honors email campaign, May 2018
The Consumer – What You Need to Know
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- Home is where the heart is when it comes to holidays
- Most are going in with a strategy
- Some will alter shopping habits to make a good impression
Holiday Shopping
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- Canadians are shopping for holiday occasions throughout the year
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- Figure 19: Holidays shopped for, March 2018
- In addition to Christmas, Moms shop for holidays during the year
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- Figure 20: Holidays shopped for (select), moms with children under-18 at home vs overall, March 2018
- Loyalty programs may be a good way to capture mom’s attention
- Parents of teens may be bonding over Thanksgiving and New Years
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- Figure 21: Holidays shopped for, Parents with 12-17s at home vs overall, March 2018
- Activities that foster in-person interactions will win over the entire family
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- Figure 22: Play Great Games Together – Nintendo Switch, May 2018
- Fathers are engaged for Valentine’s Day and Mother’s Day shopping
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- Figure 23: Holidays shopped for, dads with under-18s at home vs overall, March 2018
- Showcasing dads in the lead role of party planner will resonate
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- Figure 24: Share Reel Love for Father's Day, June 2017
Holiday Traditions
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- Home is where the heart is – Even for holiday celebrations
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- Figure 25: Holiday traditions, March 2018
- Older consumers are more likely to host meals
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- Figure 26: Hosting a meal, by age, March 2018
- Focusing on the social side of hosting will bring gains
- Younger consumers are also keen to go out for celebrations
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- Figure 27: Go out for a meal, by age, March 2018
- Share-worthy experiences are key to reaching younger consumers
Approach to Holiday Shopping
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- Most consumers are going in knowledgeable and prepared
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- Figure 28: Approach to holiday shopping, March 2018
- Parents are more zoned in when shopping for gifts
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- Figure 29: Researching items online then buying in-store and showrooming, parents vs non-parents, March 2018
- Visibility and a seamless shopping experience will win over parents
- Ideas begin online with gift lists and social media for young women
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- Figure 30: Using gift list and social media, women 18-24 vs overall, March 2018
- Showcase what’s new to engage young women at the start of their process
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- Figure 31: The look: glitter eye, January 2018
- Then give them something to talk about at the end
- Men 18-44 are most likely to be last-minute shoppers
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- Figure 32: ‘I am mostly a last- minute shopper’ (% agree), men 18-44 and fathers with under-18s at home vs overall, March 2018
- The ability to create wish or gift lists could appeal to younger men
Preparation Behaviours
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- The quest for savings will never go out of style
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- Figure 33: Likelihood to search for savings when shopping for the holidays, March 2018
- Women 35-54 will take all the savings they can get
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- Figure 34: Likelihood to search for savings when shopping for the holidays, women by age, March 2018
- Good opportunity exists for department stores to gain the attention of women 35-54
- The quest for savings isn’t always for others
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- Figure 35: ‘I often buy sale items for myself’ and ‘I often buy unplanned items’ (% agree), women vs men, March 2018
- The time is ripe for self-gifting, fast fashion retailers take note!
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- Figure 36: Planned shopping at retailer type (net any channel), women 18-24 vs overall, March 2018
Approach to Holiday Shopping
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- Some will change their typical behaviour for holiday shopping
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- Figure 37: Approach to holiday shopping, March 2018
- It’s not about me, it’s about others – In their words
- To help them impress others, retailers must impress the shopper first
- Affluent consumers are keen on brand names
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- Figure 38: ‘I like buying name brand products’ (% agree), those with a household income of $150,000 or higher vs overall, March 2018
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
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