If you’re one of the grumps who think November is too early for retailers to highlight their Christmas products, know that many consumers are quite forward-thinking when it comes to holiday shopping. : almost half (47%) of Quebec consumers start them in November. Some are even earlier: 6% start on or after Labor Day – which was September 4 this year.
This is what reveals the most recent barometer from the Quebec Retail Council, published Monday, which focuses, in particular, on the upcoming festivities. We learn that, overall, 42% of consumers have already purchased their gifts, at least in part. The best planners shop year-round to avoid holiday stress. They represent 15% of Quebecers.
Would you rather wait until the very last minute? You’re a rare bird: only 2% of those who shop for Christmas do so on December 23-24.
If you calculate all holiday purchases, the average household will spend $1,059 on purchases – that was $1,090 in 2022 and $739 five years ago. This calculation was made taking into account only respondents who are going to spend for Christmas. Which is not the case for everyone: 11% of respondents to the barometer say they celebrate Christmas, but will not give gifts, and 10% do not celebrate Christmas at all.
Nearly one in five (18%) will only buy what’s on their gift list.
And these lists are more or less long, but the majority of people plan to buy gifts for between four and nine people (56%), while 14% of Quebecers have an impressive list of more than ten people.
Gifts account for more than half of the holiday spending budget (52%, including gift cards), followed by food and drink at 23%.
What do we spend on next? Clothing and decorations, we learn from the Quebec Retail Council, which conducted its survey with the Orama marketing firm last month.
Regardless of their financial situation, the majority of Quebecers (61%) will give gifts for the holidays – the proportion rises to 76% for couples with children.
Half of consumers will shop around to find the best price for their desired purchase; 10% will do the opposite and buy whatever they want, regardless of the price.
Another report on the Holidays and our spending was released on Monday and it confirms that price is at the heart of the decisions of the majority of consumers this year, everywhere in the world: 84% of people place price at the top of their concerns for holiday shopping, reveals Accenture’s 2023 Report, based on an online survey of more than 5,000 people, including 500 in Canada.
What about quality? Quite a bit less important than last year. While 69% of people who responded to the same survey in 2022 said quality was an important factor in their purchasing decision, the proportion dropped to 49% this year.
A pleasing note, the same study leads us to believe that the Christmas spirit is still present, since a majority of respondents look forward to spending time with their loved ones during the holidays.
It is called in different ways, but it is eagerly awaited by consumers who want to get a good deal. Purchasing intentions are up 13% for this last Friday of November, and the Cyber Monday that follows it, according to the Quebec Retail Council, compared to last year. Therefore, more than four in ten Quebecers (42%) plan to shop online or go to stores during these busy days – for gifts or for everyday purchases.
More people also plan to shop from the comfort of their home and spend a large part of their shopping there. How much ? More than half (53%) of purchases made on Black Friday and Cyber Monday are expected to be made online, say consumers surveyed for the Council, which noted a stronger increase in popularity for three types of products: shoes, electronics and sporting goods.
