Holiday trend forecast: Canadians resent holiday glitz, look to add more meaning this season

TORONTO, Oct. 24, 2013 /CNW/ - Surprising findings in a new study indicate a Canadian consumer backlash this holiday season against lavish gifts. Many Canadians show resentment towards over-the-top giving and express a desire to include more meaning in the season, according to a new survey conducted by Ipsos Reid on behalf of the World Vision Gift Catalogue.

Heartfelt activities like helping others will play a big part in Canadian festivities, and shopping habits should shy away from the lavish. When asked what they like about the holidays, 94% of Canadians indicated 'meaningful gifts' while 69% of Canadians stated they did not like 'extravagant gifts'. The concept of meaningful gifts is gaining steam to the point that charitable gifts - a donation you make on behalf of someone as a gift - are so popular most Canadians indicate they are likely to give one this holiday season. Six in ten (58%) Canadians say they're 'likely' (21% very/37% somewhat) to give a charitable gift.

In addition to meaningful gift exchanges, Canadians appear charitable in their intentions this holiday season with many indicating that they'll contribute in ways ranging from donating to volunteering:

  • Donate to charity - 74% 'Likely' (33% very/41% somewhat)
  • Volunteer for a charitable organization - 44% 'Likely' (16% very/27% somewhat)
  • Give a group donation to a charity, instead of a traditional gift exchange - 41% 'Likely' (11% very/29% somewhat)

"We know Canadians have a lot of fun giving charitable gifts. We find with our Gift Catalogue that these presents are a way for Canadians to really bring Christmas to life. They give a meaningful gift that supports the passions of the person receiving it, while making a huge difference for a child or family in need."
- Caroline Riseboro, Senior Vice President Marketing & Engagement at World Vision Canada

"These results show just how much Canadians are dedicated to helping those in need while simultaneously providing a meaningful gift for their loved ones, as opposed to simply getting them traditional gifts that might go unused or unwanted.  The fact that most Canadians plan on giving a charitable gift shows a potential shift towards many consumers wanting to give and receive gifts that benefit others as opposed to benefitting themselves."
- John J. Kennedy, Research manager, Ipsos Reid Canada

Quick Facts:
An Ipsos Reid survey on behalf of World Vision conducted from October 11-16, 2013, indicates this holiday season:

  • 58% of Canadians are likely to give a charitable gift
  • 94% of Canadians like meaningful gifts
  • 69% of Canadians dislike extravagant gifts
  • 74% of Canadians are likely to donate to charity
  • 44% are likely to volunteer
  • 41% are likely to give a group donation to a charity, instead of a traditional gift exchange

The World Vision Gift Catalogue is the leading Canadian source of charity gifts. With more than 60 options available, there is a present for everyone on your list. All gifts are requested by communities around the world as a way to help their children and families. Popular presents include tangible donations of Two Hens and a Rooster, Goats, School Supplies and Medical Supplies.  Last year more than 60,000 Canadians purchased almost 200,000 presents worth more than $12.3 million through the World Vision Gift Catalogue. Fun to give and to receive, these are gifts that don't just do good - they make you feel good. Visit or call 1-800-844-7993 to find out more or purchase a gift.

Findings from an Ipsos Reid poll conducted between October 11th to 16th, 2013 on behalf of the World Vision Gift Catalogue. For this survey, a sample of 1,031 Canadians from Ipsos' Canadian online panel was interviewed online. This poll is accurate to within +/- 3.5 percentage points had all Canadian adults been polled. 

World Vision is a Christian relief, development and advocacy organization dedicated to working with children, families and communities to overcome poverty and injustice. World Vision serves all people regardless of religion, race, ethnicity or gender. Visit our News Centre at

SOURCE: World Vision Canada

For further information:

For interviews or a copy of complete survey findings, contact:
Genevieve Handler Barber (c) 416.671.0086 (e)


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