Easter Holiday Study

1
Easter Holiday Study Robert Daniel, Senior
Vice-President
Presented to Retail Council of Canada
April, 2006
2
Background Methodology

• In total, 2073 Canadians from POLLARAs on-line
  panel conducted an on-line survey between March
  28th and April 3rd, 2006.
• Respondents were asked a number of questions
  regarding their plans for the Easter holiday in
  addition to questions concerning their gender,
  age, household income, and region of residence.
• Data collected from panel members is weighted to
  geographically represent all Canadians and the
  results have a margin of error of 2.2 , 19
  times out of 20.

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More than three-quarters (78) of Canadians plan
to visit with family and friends this Easter
holiday.
Visiting with Family and Friends Spring-Cleaning A
ttend Religious Services / Ceremonies Gardening Go
ing on an Easter Egg Hunt Painting Easter
Eggs Home Renovation Shopping for a New Spring
Wardrobe Purchase Sporting Goods None of the Above
Q1 Which of the following activities, if any, do
you plan to participate in on the Easter holiday
weekend? Please select all that apply. (n2073) (
March April, 2006)
4
Easter Holiday Activities By Age

• One-third (32) of Canadians between 25 and 44
  years of age will go on or arrange an Easter egg
  hunt this year.

5
Easter Holiday Activities By Province

• Atlantic Canadians are the most likely to attend
  religious services/ceremonies (41), while
  Quebecers are the least likely (18).
• One-third (32) of British Columbia residents
  plan to work on their garden this Easter holiday.

6
On average, Canadians will spend 98 on Easter
holiday expenses this year.
1 to 49 49 to 99 100 to 149 150 to
199 200 to 249 250 to 299 More than
300 Plan to Spend Nothing
Mean 98
Q2How much do you expect to spend in total on
all Easter-related items this year? Please enter
dollar amount (no cents). If you are not sure how
much you expect to spend, please provide your
best estimate. (n1793 ) (March April, 2006)
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Expenditure on Easter-related ItemsBy Age

• Canadians who are 65 years of age and older plan
  to spend the most on Easter related expenses this
  year (125), while younger Canadians between 18
  and 24 years of age plan to spend the least (61)
  this year.
• Spending on Easter related expenses increases
  with age.

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Expenditure on Easter-related ItemsBy Region

• Residents of Manitoba plan to spend the most on
  Easter related expenses this year (127), while
  Quebecers plan to spend the least (79).

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Expenditure on Easter-related ItemsBy Gender and
Age

• On average, men will spend 28 more on Easter
  related expenses this year (113 among men,
  compared to 85 among women).
• Men over the age of 55 years old plan to spend
  the most (151), while women between the ages of
  18 to 34 plan to spend the least (73) on Easter
  related expenses.

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Expenditure on Easter-related ItemsBy Household
Income

• Not surprisingly, Canadians with a higher
  household income plan to spend the most on Easter
  related expenses this year (133).
• Canadians earning a household income of less than
  25,000 expect to spend approximately half as
  much on Easter related expenses as other
  Canadians (52 vs. a mean of 98 among all
  Canadians).

Excluding Dont Know responses
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On average, Canadians plan to spend the most on
food and drink (66) and clothes (65) this
Easter holiday.
Food and Drink (n1005) Clothes (n220) CDs /
DVDs (n91) Candy / Chocolates (n1350) Flowers
(n420) Stuffed Animals (n189) Greeting Cards
(n406) Decorations (n186) Other Gifts (n517)
Q2B (IF AMOUNT ENTERED FOR Q2A) Of that total,
how much do you plan to spend in each of the
following categories. (March April, 2006)
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Expenditure on Specific ItemsBy Age

• On average, Canadians between 55 and 64 years of
  age expect to spend the most on food and drink
  this Easter holiday (78).

Because of small base sizes for a number of
categories, caution should be used when
interpreting results.
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Expenditure on Easter-related ItemsBy Province

• Residents of Saskatchewan and Ontario plan to
  spend the most on food and drink this Easter
  holiday (On average, 81 and 75 respectively).

Because of small base sizes for a number of
categories, caution should be used when
interpreting results.
14
Almost all (94) Canadians do not expect to
purchase an electronic gift card this Easter
holiday.

• For the Christmas holiday, 19 of Canadians
  expected to purchase an electronic gift card.
• Only 3 of Canadians planed to purchase an
  electronic gift card for Valentine's Day.

Q3 Are you planning to purchase any electronic
gift cards as presents this Easter holiday?
(n2073 ) (March April, 2006)
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Few Canadians plan to purchase Easter related
items outside of stores.
In Stores Online Catalogue None of the
Above Dont Know

• For the Christmas holiday, 30 of Canadians
  planned to make an online purchase.

Q4 Where do you plan to shop for your Easter
items this season? Please select all that apply.
(n2073 ) (March April, 2006 )
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Place of PurchaseBy Age

• One-in-ten (9) Canadians between 18 and 24 years
  of age plan to purchase Easter related items
  online.
• This age group is three times more likely than
  other Canadians to make Easter related purchases
  online (9 vs. 3 among all Canadians).

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Place of PurchaseBy Region

• Ontario residents are the most likely to purchase
  Easter related items online (5).

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Robert Daniel, Senior Vice President 101
Yorkville Avenue, Suite 301 Toronto, Canada M5R
1C1 Tel [phone] / Fax [phone]
www.pollara.com.com