strategy/Decima Poll

When it comes to Christmakkuh shopping, the Web isn't exactly the be-all-and-end-all for Canadian

When it comes to Christmakkuh shopping, the Web isn’t exactly the be-all-and-end-all for Canadian

consumers. Actually, it’s not even close. In November’s strategy/Decima Poll, consumers were asked: ‘This holiday season, how will you do most of your shopping?’ Only 2% of 2,000 consumers chose online, versus 87% votes for

in-store. (Three percent chose catalogues, 3% gift certificates, 3% none of the above and 1% didn’t know/refused.)

Surprised? Richard Talbot isn’t. Says the Unionville, Ont.-based retail analyst: ‘Books and CDs would probably get online into the 5% range, but even then if you got a gift from Amazon and you didn’t want it, what the hell would you do with it? Ship it back?’

Talbot also thinks a lot more shoppers will buy gift certificates than the results suggest. ‘There are two reasons gift certificates are a good idea – one, flexibility, and two, last-minute shopping. I buy my gifts on Christmas Eve at 4:00 p.m.,’ admits Talbot.

We also asked Canadians: ‘What motivates you the most to make a purchase during the holidays?’ Thirty-one percent said promotions and sales, 28% said good customer service, 21% said ease of shopping (interestingly, the likelihood of this response was higher among younger consumers), and 9% said advertising. (Nine per cent chose none of the above and 2% refused to answer.) LD

For full results, call Decima Research at 416-962-2013.