Consumption events, such as the Holidays, are periods that allow us to better understand the new marketing attitudes of Canadians.
Here is what a Leger study on behalf of DIG360 tells us about the last Canadian Holiday Season.
First finding: online shopping has become completely normal in the lives of Canadians.
Nearly 80% of Canadians chose to shop online this year, even with the problems related to the Canada Post strike, which slowed Canadians’ online shopping, much to the delight of physical stores. On the other hand, this finding does not preclude in-store purchases, which are far from being on the verge of extinction. When combining respondents who shopped as much in store as they did online to those who only shopped online, 82% of us physically went to a store to buy a product or service.
Second finding: Black Friday and Boxing Day sales are still popular events with consumers.
Like Black Friday, which boasted record sales, Boxing Day and Boxing Week are likely to be extremely busy for businesses. Forty-five percent (45%) of Canadians intended to take part in these sales, a higher proportion than in 2016 and 2017.