Three quarters (72%) of Canadians Would Prefer to Receive a Gift Card
than a Traditional Gift
CALGARY, Nov. 14 /CNW/ - When it comes to the giving and receiving of
gifts, a new Ipsos Reid poll conducted on behalf of Mark's Work Wearhouse
reveals that Canadians enjoy both the giving and receiving of gift cards. In
fact, most (88%) Canadians either 'strongly' (47%) or 'somewhat agree' (41%)
that they enjoy receiving gift cards because they then can buy what they want
with them. Interestingly, women (91%) are more likely than men (84%) to agree
with this statement, as are younger Canadians (92%) when compared with
middle-aged (88%) or older Canadians (84%).
Furthermore, nearly three quarters (72%) of Canadians 'strongly' (34%) or
'somewhat agree' (38%) that they would rather receive a gift card than a
traditional gift, while just 3 in 10 'somewhat' (22%) or 'strongly' (6%)
disagree that this is the case.
Mark's Work Wearhouse commissioned the Ipsos Reid survey to confirm what
they already knew through their own research: Canadians love gift cards,
whether they are on the giving or receiving end. In fact, gift cards are one
of the top selling items at Mark's, and the category continues to grow, year
"The success of our gift card program has proven to be, without a doubt,
one of the greatest additions to the company's mix of Ladies, Men's and Work
Wear clothing and accessories," says Michael Strachan, Senior Vice President
Merchandising, Mark's Work Wearhouse. "Now Mark's is embarking on a whole new
layer for Holiday 2007 with the introduction of our collection of Gift Card
Just in time for the holidays, Mark's is launching its new Gift Card
Greetings program, to include a free matching greeting card with a gift card
purchase, at no additional cost and with no minimum spend. While Mark's Gift
Card Greetings (in stores now) do not replace the "regular" gift card program
which has been in place at Mark's for close to 5 years, it enhances it by
offering one-stop shopping for both gift and greeting card.
Mark's has developed more than two dozen mix-and-match creatives
available for both holiday time and generic occasions (ie You're a Great Mom
or Congratulations), so that both gift card and greeting card match ... making
this a perfect gift to give ... and receive.
But when it comes time to give gift cards, it appears that Canadians
enjoy giving them nearly as much as receiving them. Specifically, 8 in 10
(78%) 'strongly' (34%) or 'somewhat agree' (44%) that they enjoy giving gift
cards so that they don't have to worry about giving the wrong size of
clothing, or a gift that the recipient already owns.
Nearly one half (43%) of Canadians 'strongly' (10%) or 'somewhat' (33%)
agree that when they purchase gift cards they sometimes forget to purchase a
greeting card to go along with it. Humorously, men are more likely (46%) to be
forgetful in this regard than women (39%).
"Mark's could conceivably be consumers' only shopping destination this
holiday season," Strachan says. "No matter how small or large the amount,
Mark's shoppers now have a multitude of options for even the pickiest adult
shopper without ever having to leave the store."
Those on the receiving end do not seem to mind, with most (84%) either
'strongly' (53%) or 'somewhat' (31%) agreeing that when they receive a gift
card, they always remember to redeem it.
Strachan can confirm those stats, as they relate to Mark's. "There's a
misconception that people don't always redeem gift cards but I can tell you
that's just not true at Mark's ... there's a sense of excitement, and we have
the proof that our redemption rates are exceptionally high. Canadians truly
perceive the value of Mark's gift cards, and we know the greetings that go
with them will be just as well-received."
About Mark's Work Wearhouse
Mark's Work Wearhouse is part of the Canadian Tire family and operates
356 stores across Canada, including 43 L'Equipeur stores in Québec. It is
known as the "Clothes that Work" company with a niche in well-priced, good
quality, innovative garments that provide a high level of functionality to
make everyday living easier and more comfortable.
Founded in 1977, the company stocks a large supply of its popular private
label brands including Denver Hayes, WindRiver and Dakota. It offers an
extensive collection of business casual, weekend, work wear and accessories
for men and women between the ages of 25 and 60. Visit marks.com for the store
nearest you or call 1-866-807-1903.
These are the findings of an Ipsos Reid poll conducted on behalf of
Mark's Work Wearhouse from Oct 17 to Oct 21, 2007. For the survey, a
representative randomly selected sample of 4826 was interviewed online. With a
sample of this size, the results are considered accurate to within +/-1.4
percentage points, 19 times out of 20, of what they would have been had the
entire adult population been polled. The margin of error will be larger within
regions and for other sub-groupings of the survey population. These data were
weighted to ensure that the sample's regional and age/sex composition reflects
that of the actual Canadian population according to Census data.
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