Regardless of the snow and the cold, Canadians have voted overwhelmingly to brave the elements and shop at their favourite department stores this Christmas. A festive poll powered by global market intelligence solutions provider GMI (Global Market Insite, Inc.) surveyed 14,201 online consumers across 15 countries, including Canada, about their attitudes towards Christmas and those of their employers. The poll, conducted between October 30th and November 7th, 2006, reveals that Canadians value tradition over convenience when it comes to Christmas shopping with nearly 70% choosing to visit department stores first, with buying presents online coming in second. In contrast, countries such as the U.S. and the UK voted for online convenience during the holiday season.
Canada agrees with the rest of the world when it comes to what is most annoying about Christmas. Over 64% of Canadians feel that there is too much pressure to donate money at this time of year, and 62% are annoyed by the expectation of having to buy presents for friends and family.
"The Canadians, Germans and Americans share the annoyance of gift-giving, while the Chinese, Italians and Spaniards find the overindulgence of food and drink most irritating during the holidays. Clearly understanding these cultural differences is key to the success of international marketers doing business in these countries," comments Allyson Stewart-Allen, founder of International Marketing Partners and advisor to a number of national government agencies and Fortune 100 companies.
This attitude is also reflected by employers with 48% of Canadians claiming they do not receive a Christmas bonus. When asked if their company will have a Christmas party, 63% said they will and only 4% revealed that their employers send ethical holiday gifts, such as a donation to a charitable cause in their name, to suppliers. In contrast, 21% admitted that suppliers would receive more traditional gifts – proving once again that Canadians appreciate the traditional things in life.
The GMIPoll was carried out in the following 15 countries:
● Australia ● Brazil ● Canada ● China ● Denmark ● France ● Germany ● Italy
● Netherlands ● Norway ● Russia ● Spain ● Sweden ● UK ● USA
GMIPoll quickly and accurately gathers international opinions about topical issues and critical global events in real time. It is the only survey that polls global opinions online and with statistically accurate results.
About GMI (Global Market Insite, Inc.)
GMI (gmi-mr.com) is the only provider of comprehensive integrated solutions for global market intelligence for both market research firms and corporate market research departments at Global 2000 companies. Solutions include Net-MR, a suite of software tools to manage and automate research throughout the project lifecycle, desktop analysis tools, 24/7 service bureau capabilities, and one of the world’s largest, highly profiled, double opt-in managed panels, spanning across 200 countries. In addition, GMI offers high-value, real-time enterprise feedback solutions for customer, partner and employee programs. Founded in 1999 with world headquarters in Seattle, Wash., GMI has operations on five continents. In 2006, the company ranked #93 in Inc. Magazine’s Inc. 500, #4 in Deloitte’s Technology Fast 50 for Washington State and #105 in Deloitte’s Technology Fast 500 for North America.
About Allyson Stewart-Allen/International Marketing Partners
International Marketing Partners is a London- and Los Angeles-based marketing consulting firm founded by Allyson Stewart-Allen, a leading recognized authority on trans-Atlantic business, international marketing and working across business cultures. An American based in London, Stewart-Allen advises a number of national government agencies and Fortune 100 companies, and is a member of the Senior Advisory Council of New York-based Business for Diplomatic Action (BDA). She has served as a judge for the UK's International Business Awards and the U.S. Stevie Awards™ for International Business. Co-author of the first-ever book on American business culture (Working with Americans, (c) Prentice Hall), Stewart-Allen is a regular contributor to the international business media, including CNN, BBC, USA Today, Newsweek, Business Week, Les Echos, Bloomberg, Financial Times, Sky News, Wall Street Journal, Marketing Magazine as well as other major daily newspapers.