TORONTO, Aug. 1, 2012 /CNW/ - As summer rolls into August, students
across the country will soon begin preparing for another school year -
stocking up on everything from textbooks to tablets, and spending an
average of $677 between now and Labour Day.
Commissioned by Visa Canada, this year's back-to-school survey reveals
that overall, shoppers are heading online, lured by the promise of
lower prices (60 per cent) and better sales/promotions (54 per cent).
Canadians' propensity for online, back-to-school purchases continues to
increase in 2012, particularly for clothing (60 per cent, +12 points
vs. 2011), books (56 per cent, +11 points vs. 2011) and other school
supplies (49 per cent, +8 points vs. 2011). The survey also revealed
the trend towards purchasing goods at a lower price point, with more
Canadians planning to spend $100-$200 (+10 points vs. 2011).
Unsurprisingly, crowds and lineups continue to be the most disliked
aspect of back to school shopping, with 29 per cent claiming to dread
this aspect of shopping the most. To eliminate some of the stress
associated with this activity, respondents pointed to the following
tips: Start early (31 per cent), create a list (22 per cent) and shop
online (22 per cent). Only six per cent indicated that they create a
budget beforehand to reduce stress.
"Back-to-school shopping can be both exciting and hectic for parents and
kids so it's no surprise that a number of Canadians are turning to
online shopping to save time and money," said Alex Collins, Visa
Canada. "With 36 per cent of parents and kids teaming up to do the
shopping, it's great opportunity to start a dialogue with your kids
about budgeting and spending. Involve them in creating a budget and
track purchases together to start budget lessons before the school bell
"We also know that Canadians are deal-savvy, and regard the web as a
great place to take advantage of lower prices. Shoppers in the market
for back-to-school deals can visit Visaperks.ca for coupons and special offers," said Collins.
Survey results also reveal that Canadian shoppers plan to keep the
majority of their spend within Canadian borders (83 per cent of
in-store purchases and 72 per cent of online purchases). Of those who
do plan on shopping south of the border, 73 per cent cite cheaper
prices as their main incentive for doing so. Visa Debit provides a
great option for those shopping online, allowing Canadian consumers to
purchase items with funds drawn directly from their bank accounts.
Back-to-School (BTS) regional differences: Ontario residents expected to
spend the most online
When it comes to back-to-school shopping, Visa's survey reveals that
Ontario residents are the largest online spenders in Canada, and intend
to spend an average of $290, primarily at Canadian online retailers
(74%). Overall, shoppers in Ontario and Alberta will spend the most
between now and Labour Day ($757 and $727 respectively).Prairies
residents plan to spend the least online, at $160. Those in Quebec are
planning to spend the least overall, at $519 on average ($227 online).
Day on BTS
Avg. Proportion of
Avg. Proportion of
Online layers of security also reduce stress
Visa cardholders can count on several layers to protect them when
Verified by Visa, a password-based security program designed for online
shopping, has been adopted by more than 378 million Visa cardholders
and 430,000 merchants around the world. Adopting Canadian merchants
include Air Canada, WestJet, Via Rail, Best Buy, Future Shop, Dell,
Telus, Cineplex, Tim Hortons, Aldo, Suzy Shier, Bluenotes, and La
CVV2 or the "three-digit code", printed on the signature panel on the
back of a Visa card, helps prove to the merchant that the cardholder
has the card in his or her possession when ordering online or over the
Visa E-Promise, assures Visa cardholders that if they have not
successfully resolved a dispute with an online, phone order or mail
order merchant, they can contact their Visa card issuer directly to
initiate action to resolve the credit card charge in question.
Visa cardholders are also covered by Visa's Zero Liability policy, which
helps protect cardholders against fraud if a lost or stolen Visa card
is used to purchase goods in person, online, by mail or by phone.
For more information about Visa's Zero Liability Policy and the Visa
E-Promise, please visit www.visa.ca.
Visa is a global payments technology company that connects consumers,
businesses, financial institutions and governments in more than 200
countries and territories to fast, secure and reliable digital
currency. Underpinning digital currency is one of the world's most
advanced processing networks—VisaNet—that is capable of handling more
than 20,000 transaction messages a second, with fraud protection for
consumers and guaranteed payment for merchants. Visa is not a bank and
does not issue cards, extend credit or set rates and fees for
consumers. Visa's innovations, however, enable its financial
institution customers to offer consumers more choices: pay now with
debit, ahead of time with prepaid or later with credit products. For
more information, visit www.corporate.visa.com.
Founded in 1985, Pollara Strategic Insights is one of Canada's premier
public opinion and marketing research firms, providing full-service
quantitative and qualitative research services and strategic counsel to
clients in the public, private, and not-for-profit sectors. Pollara is
Canadian-owned, with offices in Toronto, Vancouver, and New Brunswick.
Pollara provides advice based on deep sector expertise and decades of
senior-level experience, facilitated by a leading-edge research
For the Visa survey, conducted by Pollara, a total of 1,404 Canadians
were surveyed online between July 12-17, 2012. In order to qualify for
this, survey respondents had to be 18yrs+, reside in Canada and have
purchased something over the internet in the past 6 months. An
unweighted probability sample of this size, with 100 per cent response
rate, would have an estimated margin of error of plus or minus 2.6
percentage points, 19 times out of 20. Margin of error for subgroups
will be larger.
SOURCE: VISA Canada Corporation
For further information:
Erin Sufrin, Visa Canada, 416-860-3869, firstname.lastname@example.org
Janine Allen, Fleishman-Hillard, 416-645-3657, email@example.com