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with caution
Holiday survey 2009
“Clearly, Canadians believe the worst of the
downturn is behind them.”
Brent Houlden, Deloitte’s National Retail Leader
Contents
Cross-country spending...............................................7
Respondent profile.......................................................8
38%
considerably relative to last year. 34%
However, increased optimism in Canada will not yet What people will do with a bonus or extra income
What people will do with a bonus or extra income
lead to significant consumer spending. When asked
1%
what they would do with a bonus or extra income, 3% 5%
more than 70% say that they would pay down debt or 5%
save. Less than 10% say they would spend the money.
13%
47%
This is likely a reflection of the decrease in net worth
most Canadians have experienced in the last few years
27%
– and possibly concerns over rising interest rates at
some point next year.
Last December
Why peoplewill
Why people will change
change shopping
shopping habits
habits Likeliness
Why peopleto shop
will across
change the border
shopping habits
I'll likely limit/consolidate the number � 1 - Not at all likely �2 �3 �4 � 5 - Extremely likely
of shopping trips I make this year
I'll likely shop at less expensive stores
than I did last year Source: D&T Holiday Mood 2009
I'll likely go online more – to find
better prices, coupons, deals, etc.
I'll likely look for more 'free shipping'
offers from online retailers
0% 10% 20% 30% 40% 50% 60% 70% 80%
Source: D&T Holiday Mood 2009
Change in Canadian retail and food services sales from previous year seasonally adjusted
10%
5%
0%
5%-
10%-
15%-
20%-
Oct. 2008 Nov. 2008 Dec. 2008 Jan. 2009 Feb. 2009 Mar. 2009 Apr. 2009 May. 2009 Jun. 2009 Jul. 2009 Aug. 2009
� Motor vehicle and parts � Furniture, home furn, electronics and appliances
� Building mat. and garden equip. and supplies � Food, beverage, health and personal care
� Clothing and clothing accessories � Sporting goods, hobby, book, and music
� General merchandise � Food services and drinking
8%
8%
Top gift categories
26%
9%
Gift Certificates
13%
21% Clothing
15%
Food/Liquor
Books
� Gifts � Home improvements
� Socializing away from home � Entertaining at home CDs or DVDs for movies or music
� Nongift clothing � Home/holiday furnishings
� Charitable donations Games, Toys, Dolls, etc. (excluding
computer games or video games)
Source: D&T Holiday Mood 2009)
Money (Cash or check)
Cosmetics/fragrances/
health & beauty aids
2000
Mean holiday spend
1500
1000
500
% of respondents
research gift ideas, search for discounts, and seek out 60%
product reviews.
40%
20%
0%
18-29 30-44 45-60 61-74 75+
Age of respondent
Other
Atlantic Canadians allocate more of their holiday “While Montreal shoppers are worried about
spending to gifts (33%) than other Canadians and any
other category. Greater Toronto and Greater Montreal
economic trends, our data reveals that they are
Area residents allocate more to home improvements still confident and spending where they see value.”
(25% to 28%) than other Canadians and any other
category. Martine Laberge, Deloitte’s Montreal Retail Practice Leader.
Atlantic Canada
National Average
Source: D&T Holiday Mood 2009 Source: D&T Holiday Mood 2009
3% 4%
13% 9%
21% 22%
24%
29%
34% 41%
21%
16%
22% 18%
23% 26%
� Less than $30,000 � $30,000-$49,999 � $50,000-74,999 � Less than $30,000 � $30,000-$49,999 � $50,000-74,999
� $75,000-$99,999 � $100K+ � $75,000-$99,999 � $100K+
Source: D&T Holiday Mood 2009 Source: D&T Holiday Mood 2009
Quebec Centre
Martine Laberge
Regional Leader
514-393-5234
mlaberge@deloitte.ca
Atlantic
Rob Carruthers
Regional Leader
902-721-5645
rcarruthers@deloitte.ca
Deloitte, one of Canada’s leading professional services firms, provides audit, tax, consulting, and financial advisory services through more than
7,700 people in 57 offices. Deloitte operates in Québec as Samson Bélair/Deloitte & Touche s.e.n.c.r.l. Deloitte & Touche LLP, an Ontario Limited
Liability Partnership, is the Canadian member firm of Deloitte Touche Tohmatsu.
Deloitte refers to one or more of Deloitte Touche Tohmatsu, a Swiss Verein, and its network of member firms, each of which is a legally separate
and independent entity. Please see www.deloitte.com/about for a detailed description of the legal structure of Deloitte Touche Tohmatsu and its
member firms.