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2012 Canadian holiday outlook

Successful retailers respond to changing shopping patterns

2012 Holiday outlook surveyMargins are lower but interest is higher

Increased Information and communication and technology (ICT) investment and the adoption of global best practices have helped Canadian retailers outperform their U.S. counterparts and narrow the overall gap between Canadian and U.S. productivity.

Given the summer surge in cross-border shopping and slow economic recovery, the past year hasn’t been an easy one for Canadian retailers. 

Our 2012 holiday survey reveals trends that will benefit those retailers who build web- and mobile-enabled retail operations.  Take a look at some of our key findings…

  • Over 55% of Canadians plan to complete some of their holiday transactions online
  • Those with annual income above $100,000 are most likely to check prices online before making a purchase
  • 30% of Canadian Amazon users check prices rather than complete the purchase on that site
  • Online retailers aren’t driving traditional retailers out-of-business, but they are driving margins lower

Connect with consumers over smartphones and tablets

Shopping patterns are changing and more consumers will be completing their holiday shopping online, so retailers should provide an omni-channel shopping experience.

Smartphone and tablet users, for instance, can shop anywhere anytime, and 70% of them will use their devices for product research. It's significant to note however, that only 40% of smartphone and tablet users plan to complete their purchases on those devices.

Sell it online, complete the sale in-store

With a growing range of online shopping options available to consumers, Canadian retailers need to provide compelling reasons for shoppers to visit their brick-and-mortar stores.

Emerging technologies such as virtual fitting rooms, large in-store electronic billboards and mobile connectivity for sales associates can be used to create digitally enhanced shopping environments that are engaging as well as convenient.

Read the report

Our 2012 Holiday outlook survey contains a wealth of data on consumer attitudes and retail trends in Canada, including regional highlights for the greater Toronto, Montreal and Vancouver areas and Atlantic Canada. Download it for printing, reading, sharing and discussion with your staff and your Deloitte representative. To read about issues, trends and statistics contained in previous Holiday outlook surveys, visit 2011: Consumers spending with restraint and 2010: A slow and uncertain road to recovery.

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Read or print the entire report

2012 Holiday outlook survey

Read the press release

Deloitte holiday outlook survey finds cross-border shopping levels may have peaked

Contact our team 

Brent Houlden
Brent Houlden, Retail 
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Ryan Brain
Ryan Brain, Consumer Business 
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