Accenture’s 2016 holiday shopping survey explores new shopping trends and what Canadian consumer expectations are this holiday season.
The findings show that Canadian consumers will be guided by their conscience when shopping and will consider a retailer’s reputation for working conditions, buying policies, community involvement and ethics before opening up their wallets.
More than three quarters (77 per cent) of shoppers say a retailer’s reputation is important when making their purchasing decisions and 27 per cent consider reputation to be extremely important.
The survey also revealed the main frustration preventing more than half (51 per cent) of Canadian consumers from purchasing more goods in-store: long lines. Shoppers are willing to wait six minutes on average before giving up, and 65 per cent of Canadians abandon their purchase after 10 minutes. Forty-one per cent say they would leave a store if there is a long line-up and buy it online instead.
Regardless of how they shop, Canadians appear to be optimistic this season and more plan on spending more on their holiday shopping this year.
About the research:
Accenture conducted an online survey using a representative sample of 1,500 Canadian consumers from Toronto, Montreal and Calgary in September 2016.
You may also be interested in learning more about the U.S. results.