To help Canadian brands and retailers inform their strategies for key holidays & events, we’re surveying thousands of Canadian consumers on a quarterly basis to understand how they expect to celebrate— and shop for— upcoming 2021 holidays. Explore the interactive charts below for a high-level view of intended consumer celebration, shopping and spending habits for upcoming holidays or download the full report for a more in-depth analysis with additional views.
2021 Holiday Intentions
Overall Holiday Expectations
- 66% of Canadian consumers expect to celebrate one or more upcoming holidays– Halloween, Christmas and/or New Year’s– normally & free of COVID-19 restrictions.
- 24% will be celebrating normally for the first time, while the remaining have already celebrated at least one 2021 holiday free of COVID-19 limitations.
- 11% of Canadian consumers will scale back on celebrations despite having celebrated normally earlier this year, and another 23% have not and will not celebrate holidays normally until 2022 or later.
Thanksgiving 2021 Canadian Consumer Plans
- 3 in 4 Canadian consumers are expecting COVID-19 limitations to impact their Thanksgiving celebration plans this fall.
- Gathering with friends and family takes the largest hit, with 16% fewer consumers planning on making that commitment this year. Instead, they are opting to order for pickup/delivery and other, more contained options.
- Spending takes a hit with these adjustments — nearly 20% of consumers are planning to spend less than past Thanksgivings.
(*These Thanksgiving insights come from our previously published Q3 Holiday Report)
Halloween 2021 Canadian Consumer Plans
- 82% of Canadian consumers expect COVID-19 to impact their Halloween celebrations, though only 19% expect this impact to be significant.
- Overall plans to celebrate Halloween are down this year, with specific activities like gathering with friends & family, going trick-or-treating, handing out candy, or attending / hosting a party all down at least 10 percentage points versus typical years.
- Over one-third of Canadian shoppers spend $25-50 on their Halloween items, while over one-fifth spends $75+. This year, two-thirds expect to spend about the same as they typically do, while 15% expect to spend more.
Download the full report to learn what consumers will buy for Halloween, what candy & snack purchasing will look like, where they’ll shop, and how plans differ by COVID-19 vaccination status.
Christmas 2021 Canadian Consumer Plans
- 81% of Canadian consumers expect COVID-19 to impact their Christmas celebrations, though only 21% expect this impact to be significant.
- Consumers will be less likely to gather this Christmas, with only 69% planning to get together with friends & family compared to 78% in past years. Intentions to give gifts, travel, and eat out are all down as well, indicating a simple Christmas for many.
- Nearly half of Canadian consumers spend over $100 on their Christmas food & drinks in a typical year. This year, two-thirds expect to spend roughly the same amount as they have in the past, with 17% expecting to spend more.
Download the full report to learn what consumers will buy for Christmas, where they’ll shop, what their plans are for gifting, and how plans differ by COVID-19 vaccination status.
New Year's 2021 Canadian Consumer Plans
- 82% of Canadian consumers expect COVID-19 to impact their New Year’s celebrations, though only 22% expect this impact to be significant.
- Plans to celebrate New Year’s Eve are down significantly this year, with double-digit point drops for activities like gathering with friends & family, attending / hosting a party, and going out to eat or out for drinks. 8% will avoid celebrating altogether.
- Most Canadian consumers spend over $75 on their NYE celebrations in a typical year, with a third spending $100 or more. Over 7 in 10 consumers plan to spend the same as they have previously, and 15% expect to spend more.
Download the full report to learn what consumers will buy for New Year’s Eve, where they’ll shop, and how plans differ by COVID-19 vaccination status.
For further insights and a more in-depth analysis on how Canadian consumers are thinking about upcoming holidays, download the full report with additional views including:
- How Canadian consumers feel about upcoming holidays & how they plan to celebrate
- When consumers expect to get back to Normal
- What shopping behaviours and spending habits are likely to look like this year
- PLUS: How holiday intentions differ based on COVID-19 vaccination status
Looking for insights from past holidays?
- Download our Q3 2021 report with insights into Labour Day and Thanksgiving.
- Download our Q2 2021 report with insights into spring and summer holidays
- Download our Q1 2021 report with insights into Valentine’s Day, St. Patrick’s Day and Easter
- Download our Q3/Q4 2020 report with insights into Labour Day, Thanksgiving, Halloween, Diwali, Christmas & Hanukkah, Boxing Day and New Year’s.