Holiday Shopping Online

The well-known pattern of the increase in the level of retail activity during the Christmas holiday season applies to online retail as well. In addition to increased sales, online retail benefits in the longer by generating trial among Canadians that otherwise did not shop online thus increasing the population of online shoppers. In turn, a larger number of online shoppers should give a boost to online sales during the rest of the year. In this sense, online holiday shopping may be perceived as the most important element in the Canadian online retail marketplace.

In order to help marketers better understand online Christmas shopping, this report aims to do the following:

• Establish the incidence and frequency of online shopping in Canada.
• Measure the level of online spending and the total value of online retail.
• Investigate online Christmas shopping in terms of:
• Intention to shop online.
• Level of trial among online non-shoppers.
• Motivation for online holiday shopping.
• Reasons for not shopping.
• Comparison to spending last year.
• Estimated spending.
• Products planned to buy.
• Major Canadian retailers to shop from.
• International shopping.

For more information, take a look at the order form or contact Darko Radjevic.