28 Oct

Canadian Shoppers Show Unique Traits

Posted in News on 28.10.11 by John Meloche

Even though Halloween comes this Monday, retailers are already gearing up for the holiday season. Shopping is most definitely about to pick up and retailers are preparing themselves for the rush. For those who celebrate Christmas, they are likely very aware of song lyrics that insist that Santa Claus creates a list and checks it twice.

Well, according to Dana Flavelle on Moneyville.ca this past Tuesday, Santa Claus must be Canadian. Think about it. Where is the North Pole located anyway, right? Okay, well Flavelle doesn’t refer to Santa Claus at all in her article, but she does note that Canadian shoppers are known for making shopping lists to help out their holiday shopping experiences.

Based on a survey of 1,200 Canadians by The Integer Group, which is a global marketing firm that recently opened in Canada, “51 per cent of Canadians make shopping lists versus 43 per cent of Americans.” The survey also found that “only 16 per cent of Canadians expect loyalty cards to deliver value compared to 43 per cent of Americans.”

And that’s not all. Apparently, the shopping habits of Canadians show a number of differences to that of their American neighbours. These findings will be important for Canadian retailers to consider as the holiday shopping season quickly approaches. But the gap between Canucks and Yanks seems to be shortening.

According to Marcus Evans, the managing director of Integer Canada, Canadians are buying fewer or cheaper items and are switching to private label brands. They are also making lists more frequently, which indicates that they are making fewer impulse buys and spending less time in the stores.

Evans explains that there are two types of shoppers: “mission based planners” and “inspiration seeking explorers. Said Evans: “They may be mission-based when they’re shopping for food, but inspiration seekers when it comes to fashion. The trick is to figure out which kind of shopper you have in which category.”

Canadian retailers should also take note that 45 per cent of Canadian shoppers just wish to get in and out of stores as quickly as they can, while 37 per cent like to explore stores. The survey also found that 26 per cent of Canadian shoppers think shopping is fun, while 25 per cent feel that it’s a chore.

 

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