Just 36% of BC residents remember what they received last year

MISSISSAUGA, ON, Dec. 16 /CNW/ - According to a new study both Canadians and Americans say they prefer to receive gifts that help others (37% and 48% respectively), but research also shows that they are not getting what they want, with only 19% of Canadians having received a charitable gift as a holiday present. Whole heartedly Canadians still believe in giving charitably, and when asked whether it is especially important to help the poor during the holiday season 62% of British Columbians surveyed agreed.

Canadians are five per cent more likely than their U.S. counterparts to prefer giving (39% Canada versus 34% U.S.) and eight per cent receiving (41% Canada versus 33% U.S.) gifts that benefit the environment. The study was conducted internationally by Harris/Decima Research on behalf of the relief, development and advocacy agency, World Vision. 

The Canadian mindset has changed; for many, a meaningful gift is one that is also charitable. When asked what makes a gift meaningful, 58% of British Columbians surveyed chose "beneficial to others, not just the recipient" as their answer. Both Canadians and Americans (80%) feel that a gift is meaningful when it is carefully chosen with the recipient's taste and/or values in mind.  When asked if they would prefer to receive a meaningful gift that would help someone else over a traditional holiday gift, 43% of those in British Columbia "strongly agreed."


  • Last year 17,320 of BC residents purchased $3,296,587 in charitable gifts from the Gift Catalogue.
  • 43% of Canadians said that they would prefer to give a tangible gift than a general monetary donation when donating to organizations such as World Vision
  • In 2009 more than 92,000 Canadians gave gifts totaling $18 million, using the Gift Catalogue

The study findings are available through the World Vision Gift Catalogue newsroom at:

World Vision is a leading Christian relief, development and advocacy organization dedicated to working with children, families and communities to overcome poverty and injustice. Inspired by our Christian values, we are dedicated to working with the world's most vulnerable people. We serve all people regardless of religion, race, ethnicity or gender.

SOURCE World Vision Canada

For further information: For further information:

Jane Bargout, 905-565-6200 ext. 2149, cell: 416-716-9738,

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