RCC Valentine 07

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Canadians’ Anticipated Shopping Behaviour This Valentine’s Day Retail Council Of Canada February 2007

Background & Methodology: 

Background & Methodology In total, 1885 Canadians were surveyed on-line between February 2nd and 6th, 2007. Respondents were asked a number of questions regarding their purchasing plans for Valentine’s Day in addition to questions about their age, gender, length of the current relationship (if applicable), and region of residence. Data collected is representative of all Canadians in terms of age within gender and within region. The results have a margin of error of ±2.3%, 19 times out of 20.

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Percentage of Canadians who plan to give gifts to other people on Valentine’s Day Q1: Do you plan to give gifts to other people on Valentine’s Day? (n=1885, February 2007) More than one-half (58%) of Canadians plan to give gifts to other people this Valentine's Day.

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Percentage of Canadians who plan to give gifts on Valentine’s Day By Age and Region Canadians between the ages of 35-44 are the most likely to give gifts this Valentine’s Day (68%). Meanwhile, residents of the Prairie Provinces (62%) and Ontario (60%) are the most likely to give gifts (68%).

People Canadians plan to give gifts to this coming Valentine's Day: 

People Canadians plan to give gifts to this coming Valentine's Day Q5: (IF YES AT Q1) Who are you planning on giving valentine’s day gifts to this year? (READ AND ROTATE LIST) (n=1078, February 2007) Spouse/Partner Other Family Members – Including Children Friends Work Colleagues Other Don’t Know/Refused The vast majority (81%) of those lucky Canadians who can expect to receive a gift this Valentine's Day will be spouses and/or partners.

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Amount Canadians expect to spend on gifts this Valentine's Day $1 to $20 $21 to $30 $31 to $40 $41 to $50 More than $100 2007 Mean: $92.30 2006 Mean: $92.59 Q2: (IF YES AT Q1) How much do you expect to spend in total on all your gifts to other people this Valentine’s Day? Please enter a dollar amount (no cents). If you are not sure how much you expect to spend, please provide your best estimate. (n=1078, February 2007) $51 to $100 On average, Canadians expect to spend $92.30 on Valentine’s gifts this year, the same amount as in 2006 ($92.59).

Amount Canadians expect to spend on gifts for Valentine's Dayby Length of Relationship: 

Amount Canadians expect to spend on gifts for Valentine's Day by Length of Relationship Canadians who are in a five to ten year relationship expect to spend the most on gifts for Valentine’s Day ($149).

Amount Canadians expect to spend on gifts for Valentine's Dayby Age and Region: 

Amount Canadians expect to spend on gifts for Valentine's Day by Age and Region Canadians between the ages of 55 and 64 expect to spend the most on gifts ($126). Residents of Ontario plan to spend the most ($111), while Atlantic Canadians expect to spend the least ($66) on Valentine’s Day gifts.

Canadians’ anticipated expenditure on particular gifts this Valentine's Day: 

Canadians’ anticipated expenditure on particular gifts this Valentine's Day Q3: (IF YES AT Q1) Of that total, how much do you plan to spend on gifts in the following categories? Jewelry (n=65) Restaurants (n=294) Health and Beauty Spas (n=65) Clothing (n=89) Confections/Candy (n=590) Flowers (n=366) Stuffed Animals (n=108) Cards (n=691) Other (n=299) Mean $ Amount

Canadians’ anticipated expenditure on particular gifts this Valentine's Day compared to 2006: 

Canadians’ anticipated expenditure on particular gifts this Valentine's Day compared to 2006 Although Canadians are spending the same amount on Valentine’s Day gifts year as compared to last year, they expect to spend different amounts on specific items. This year, Canadians plan to spend less on jewelry (by $56) and more on chocolates (by $12) compared to the previous year.

Canadians who plan to purchase an electronic gift card for Valentine’s Day : 

Canadians who plan to purchase an electronic gift card for Valentine’s Day Atlantic Quebec Ontario Prairies Alberta B.C. Q4: Are you planning to purchase any electronic gift cards as presents? (n=1078, February 2007) % Yes One-in-twenty (5%) Canadians plan to purchase an electronic gift card for Valentine’s day this year.

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Roland Merbis, Associate Vice-President Public Affairs Martin Hrobsky, Senior Research Analyst Public Affairs 101 Yorkville Avenue, Suite 301 Toronto, Canada M5R 1C1 Tel: 416.921.0090 / Fax: 416.921.3903 www.pollara.ca.com