HOLIDAY CONSUMER INTENTIONS STUDY

Know More About Canadian Consumers’ Shifting Holiday Expectations

Q2 Survey: 2021 Holiday Intentions

To help brands, retailers and agencies inform their strategies for key holidays & events, we’ve surveyed over 4,000 Canadian consumers 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 Mother’s Day, Victoria Day, Father’s Day, St. Jean Baptiste Day, and Canada Day.

For further insights and a more in-depth analysis on how consumers are thinking about upcoming holidays, download the full report with additional views including:

  • How holiday expectations differ based on COVID-19 vaccination status
  • Which foods & drinks consumers will buy for their holiday celebrations
  • What the top gifts will be for Mother’s Day and Father’s Day

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Mother's Day

  • Half of Canadian consumers expect COVID to significantly impact their Mother’s Day celebrations this year. Only 1 in 10 expect no COVID impacts.
  • Pandemic-stye celebrations will continue this Mother’s Day as consumers are 53% less likely to see their mothers in person and 84% more likely to call or video chat.
  • Gift-giving intentions are lower than previous years, but 9 in 10 gift givers expect to spend the same or more on gifts this year vs. previous years.

Victoria Day

  • The pandemic’s influence will still be strong this year, with fewer than 1 in 10 Canadian consumers expecting to celebrate Victoria Day normally, free of COVID restrictions.
  • Consumers will replace eating out with ordering in this Victoria Day. 1 in 4 celebrators plan to order food & drinks for pickup or delivery this year, up from 17% last year.
  • With fewer, smaller celebrations this year, nearly half of Victoria Day celebrators plan to spend less than they have in years past.

Father's Day

  • 46% of Canadian consumers expect their Father’s Day plans to be significantly impacted by COVID restrictions.
  • Gift giving and calling / video chatting will be the most popular ways to celebrate Father’s Day this year, with roughly 1 in 3 consumers planning to do each.
  • While intention to give gifts this year is down from 48% to 34%, nearly 9 in 10 plan to spend the same or more on gifts this Father’s Day vs. prior years.

St. Jean Baptiste Day

  • While nearly half of St. Jean Baptiste Day celebrators typically partake in public events or festivals, only 1 in 10 plan to do so this year.
  • As seen with other COVID-era holidays, consumers have an increased likelihood of ordering food & drinks for pickup or delivery, up 17% this year vs. prior years.
  • Overall, nearly half (45%) of consumers plan to spend less this St. Jean Baptiste Day.

Canada Day

  • The majority of Canadian consumers expect their Canada Day celebrations to have significant COVID impacts. Over half expect these impacts to be significant.
  • Intention to gather with friends and family this Canada Day is down from 58% to 21%, and participation in public events or festivals is down from 54% to 12%.
  • Spending is expected to be down this Canada Day, with 43% of consumers planning to spend somewhat or significantly less on their celebrations than they have in years past.

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 holiday expectations differ based on COVID-19 vaccination status
  • Which foods & drinks consumers will buy for their holiday celebrations
  • What the top gifts will be for Mother’s Day and Father’s Day

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