Consumer Closeness in the Age of Social Distancing
Week of Nov 2 : Holidays 
Holidays are bringing out mixed emotions among Canadians. Celebrations this year will be smaller and restricted to only family members
%
Excited ?
%
Stressed ?
%
Relaxed ?♀️
%
Overwhelmed ?
%
Confident ?
Holiday celebration plans
%
plan to celebrate the holidays in some way or the other
Holiday Celebration Plans
- Yes, more casual dinners for sure 25%
- No, about the same amount 21%
- No, fewer casual dinners 40%
- Not sure yet 14%
While some will decorate more to spread the holiday spirit, others don’t feel like decorating as much on account of smaller gatherings
Decoration Plans Compared to Last Year
- Yes, definitely decorating more 9%
- I’m decorating about the same 45%
- Maybe, I’m not sure yet 16%
- No, I’m not decorating as much 19%
- No, I’m not decorating at all 11%
Some plan to decorate MORE to spread the holiday spirit and bring some positivity
“This holiday season is extremely important to me and i want to decorate more to remember it by”
“We will be more inside than out so I can share photos on social media to show how festive I am instead of organising parties at my home.”
“I’s one of the few joys we will have this season. I want the inside to be super cozy since we won’t be going out.”
Some plan to decorate LESS because it feel like less of an occasion and is harder to get into the Christmas spirit under the current circumstances
“Because no one will visit in real life, I don’t find the need to decorate my place. I may decorate the outside a little bit.”
“I may not be as enthused to decorate if no one is coming to my house. I will still do some, but keep it simple. We are pretty isolated, so it’s just for my husband and me.”
“Not a big deal, just doesn’t feel very festive or christmasy this year. Everyone seems so worried and preoccupied about covid that it’s hard to think about or generate a typical holiday spirit. Kind of sad about that, but virtually every time you turn on the tv of check the news, it’s depressing.”
Retailers will Battle it Out as More Canadians Plan to Shop Online, Spend Less, For Fewer People
Holiday shopping plans
%
plan to make purchases this holiday season
(Majority will be buying for gifting)
When Canadians plan to shop for the holidays
When Canadians Plan to Shop
- Sept/Early October (or before) 3%
- Mid to end of October 8%
- Early November 22%
- Mid to end of November 21%
- Early December 14%
- Mid to end of December 4%
- Throughout the holiday season (Nov-Dec) 28%
Current Shopping Completion Stage
- I have not started shopping 58%
- I’ve done less than half of my shopping 30%
- I’ve done half of my shopping 7%
- I’ve done more than half of my shopping 4%
- I already finished shopping for the holidays 1%
What Canadians plan to buy during holiday shopping
%
Clothing, Footwear and Accessories
%
Gift Cards
%
Books, Magazines, Calendars & Stationary
%
Toys & Games
%
Health & Beauty
%
Experiences
Other: Video Games & Consoles (23%); Personal Electronics (22%); Computors, Software & Accessories (20%); Small appliances (19%); Sporting goods (18%); Charitable Donation on Their Behalf (13%); Jewlery (13%); Music & DVD Movies (12%); Subscription Boxes (9%); Food Gift Sets (9%); Furniture (6%); Major Appliances (2%); Others (21%)
How Canadians plan to shop for the holidays
- All online 7%
- Mostly online 38%
- Equally online and offline 29%
- A little online 16%
- All offline 10%
%
will be shopping ONLINE MORE compared to last year
“With Covid 19, it’s harder to access stores and it also feels more risky. Online stores have the benefit of avoiding people and it’s easy to access them when needed.”
“I’ve found online shopping to be so much easier since the pandemic began. I now prefer the online shop rather than in store.”
“Since most of my family is in the USA and I can’t see them in person, I’ll shop online and have things shipped directly to them. Plus, I prefer to not spend a lot of time in person in stores these days.“
How much Canadians plan to spend on holiday shopping
%
are planning to spend up to $500
(17% of Canadians plan to spend more than $1000 on holiday shopping)
- Planning on spending more this year 9%
- Planning on spending the same as last year 59%
- Planning on spending less this year 32%
For whom Canadians plan to shop during the holidays
- For less people this year 30%
- For the same number of people this year 64%
- For more people this year 6%
%
are planning to drop gifts off in person
Consider starting your own Seasonal program with Reach3!
Longitudinal behavioral learning framework featuring immersive Conversational Quant and Qual to engage with consumers across key seasons and drive future growth strategies
e-Commerce / Bricks & Mortar Mobile Video Shop-a-long
Shoppers take us along with them on their seasonal shopping trip for the season, utilizing their phone’s video and camera features for in-store and screen share for online ?
Mobile Post-Purchase Deep Dive
Same shoppers answer additional questions as it relates to their retailer and brand selection(s), as well as their seasonal routines / rituals and how particular brands fit with them ?♀️
In-the-Moment Ritual Illumination
Same shoppers are recontacted via text notification and asked to help us better understand their seasonal usage occasions and rituals via photo and video uploads ?
Catch up on past reports: Click here.
A word on our approach
This research is not just another COVID-19 survey. This study was conducted using immersive mobile messaging-based conversational exercises that capture robust quant data and emotive qual inputs in real-time from our mobile COVID-19 community members in one seamless experience. Take a look at the video to see a demo of how our technology works…
Fine Print:
Field dates 10/23-10/30, Base: n=260
Curious to know more?
Email marketing@reach3insights.com or
use the Contact button below.
www.reach3insights.com
info@reach3insights.com // SMS: (833) 4Reach3 // Phone: (833) 4Reach3