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CANADIANS TURNING TO DIGITAL TO SHOP YEAR-ROUND FOR THE HOLIDAYS

The days of writing letters to Santa, perusing gift catalogues and holiday shopping day countdowns are quickly fading: Canadian consumers are increasingly turning to digital tools such as voice-recognition powered technological concierge services as they shop year-round for holiday gifts, according to Accenture’s 2017 Holiday Shopping Survey.

Canadians are turning to intelligent personal assistants to make shopping more convenient this holiday season, with 66 percent of surveyed shoppers saying they would use or are already using Google Home, and 61 per cent are using–or are aware of–Amazon Alexa. The research also revealed that nearly half of Canadians surveyed want online wish lists to make the task of holiday shopping easier.

Shoppers aren’t necessarily waiting until chestnuts start roasting on an open fire to start holiday shopping. The rise of constant discounts from deal websites and Amazon Prime Day have lured more than half of Canadian shoppers, who are now shopping for holiday gifts throughout the year, including 65 percent of older millennials and 63 percent of Gen Z consumers. The move away from deep-discount shopping days continues, with fewer Canadian respondents likely to shop on Boxing Day this year (64 percent), down from 70 percent last year.

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Robin Sahota

Robin Sahota

Managing Director – Accenture Retail

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Kelly Askew

Kelly Askew

Managing Director – Accenture Retail Strategy

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