Canadians to do more shopping online during the holiday season, rather than in retail stores-report

According to a survey released by Accenture, a management consulting and technology services provider, almost three-quarters of Canadians (74%) will do at least some online shopping this holiday season. Of these Canadians, more than a quarter (26%) will make at least half of their purchases online, rather than in retail stores. Canadians said they would buy more holiday gifts online if retailers offered free shipping (63%) and discounted items compared to in-store prices (56%).

Also, the survey reveals that almost one-third (30%) intend to use their tablet, smartphone, or a combination thereof to assist in their holiday shopping this year. Even so, consumers who find the best deal online will buy that item on their personal computer at home (64%). Consumers who said they would use a tablet or smartphone for their holiday shopping would do so to compare prices in store (30%); avoid crowded stores (17%); better discounts or deals (14%), shop with more convenience (14%); take advantage of improved technology (12%); receive mobile text reminders on sales (11%) and alerts for in-stock items (9%).

Additionally, the survey reveals that most Canadians (81%) plan on spending the same amount or less on their holiday shopping this year than they did last year. Reasons for not spending more include a desire to keep the holidays simple and not too extravagant (46%), as well as economic conditions, such as a rise in living expenses (31%) and having less discretionary income (29%). Canadians surveyed cited concerns about rising food bills (34%), a desire to not increase credit card debt (31%) and gasoline prices (30%) as being the main factors negatively affecting their holiday spending.

Almost two-thirds (60%) of Canadians plan to spend USD 500 or less on holiday shopping this year. Of those expecting to cut back on their spending, almost half (44%) will do so by reducing their shopping budget by USD 100 to USD 250. Additionally, when it comes to holiday spending, more than half of Canadians (57%) will set a holiday budget with a maximum dollar amount at the start of the holiday season.

Also, the study reveals that nearly three-quarters of Canadian holiday shoppers plan to ‘webroom’, meaning they will research and review items online before purchasing them at a store. Nearly two-thirds (63%) will also engage in ‘showrooming’, which means visiting a store to look for a gift and then buying it for the best price online.

The survey also pointed out that almost two thirds (60 percent) of Canadians plan on taking advantage of US deals during the holiday season. Of those who plan on spending money with US retailers, 20 percent will only shop in-store south of the border, 30 percent will shop online only, and almost half (48 percent) plan to both shop online and in-store south of the border.

Sales and discount items are still important to consumers with over three-quarters (76 percent) of Canadians saying they estimate half or more of their holiday shopping purchases to be discounted. When shopping for the holidays, most Canadians will search for and buy discounted items, and 43% will decide what to buy and then search for a store offering it at a discount. Discounts of 20% of more are needed to persuade the majority of shoppers (86%) to buy.

Finally, the survey revealed that almost three-quarters of Canadians (74%) plan on purchasing a gift card this holiday season, with the majority (68%) buying the gift card in-store, and fewer (19%) planning to buy a gift card online.