Secret Santa, a beloved tradition for more than half (51%) of Quebecers

AIR MILES survey finds almost a quarter (23%) of Quebec participants say the worst part of Secret Santa is receiving a gift they don't want

MONTREAL, Nov. 19, 2015 /CNW/ - To celebrate perhaps the most awkward of holiday traditions, the AIR MILES Reward Program released today a new survey conducted by Ipsos Reid focused on Quebecers' participation in Secret Santa during the festive season, which includes a list of some of the weirdest and wackiest gifts ever exchanged in offices, classrooms and amongst families around the province.

If you've ever participated in a Secret Santa gift exchange, chances are, at some point, you've had to smile awkwardly and say a dutiful "thank you" for a strange or inappropriate gift you've received. The survey found that 51 per cent of Quebecers love participating in Secret Santa, but almost a quarter (23%) said, understandably, the worst part is receiving a gift they don't want. Some of the worst things participants say they've received include: a tire pressure gauge, toilet paper and a broken light bulb.

The survey also looked at the most common pain points of Secret Santa for some Quebecers, which are buying a gift for someone they don't know (29%), keeping to themes (11%) and staying within a price limit (9%).

While 29 per cent of Quebecers who participated in Secret Santa have re-gifted an item they've received and 23 per cent say they don't feel guilty re-gifting items, 43 per cent would never do such a thing.

"Many Quebecers struggle with what to buy and where to shop when it comes to participating in Secret Santa," said Vanessa Sicotte, Specialist in the art of receiving at home and AIR MILES Spokesperson. "Gift exchanges are an opportunity to have fun with your friends, colleagues or family members, but also a chance to make them happy. Be a great gift-giver this holiday season by offering them wine, chocolate, movie and concert tickets as well as bath and body products, which are considered some of the best Secret Santa gifts according to the survey. What's more, you can find all of those items through our Partners, while earning AIR MILES as you do your holiday shopping."

The survey also found that drug stores (27%) and convenience/dollar stores (24%) are the most common places for Quebecers to shop for their Secret Santa gifts.

When it comes to the holidays, with hundreds of retail Partners – including the ability to shop both in-store and online with 200+ retailers through AIR MILES Shops – You can find great gifts for anyone on your list while getting Miles on your purchases! Whether you're shopping for the handyman, the young at heart or the avid traveller, keep AIR MILES Partners in mind. So there's no excuse to deliver a bad Secret Santa gift this year.

To help Collectors celebrate the fun tradition of Secret Santa this holiday season, the AIR MILES Smile Booth is back and making its way across Canada! From December 4 to December 6, 2015, collectors can visit the Smile Booth at the Montreal Eaton Centre for their chance to win a Secret Santa gift for a friend or loved one.

For more information, videos and the AIR MILES Smile Booth schedules, visit:

For a full list of Partners or how to get Miles while shopping on AIR MILES Shops visit:

About the Survey

These are the findings of an Ipsos poll conducted on behalf of AIR MILES between October 27 and 30, 2015. For this survey, a sample of 2,006 Canadians (of which 793 have participated in a Secret Santa gift exchange in the last three years) from Ipsos' Canadian online panel was interviewed online.

About the AIR MILES Reward Program

Launched in 1992, the AIR MILES Reward Program is one of the best ways to get rewards in Canada.  With more than 10 million active Collector accounts, approximately two-thirds of all Canadian households can turn everyday purchases like gas and groceries into movie tickets, kitchen gadgets, electronics, dream vacations and so much more.  Unlike other frequent shopper programs, Collectors can get Miles from hundreds of leading brand-name Partners, representing thousands of retail and service locations across Canada and leading global brands online. The AIR MILES Reward Program lets Collectors reward themselves their way – they can build their AIR MILES Cash balance to use toward in-store purchases or eVouchers online at participating Reward Partners, build their Dream balance to get vacations, electronics and more, or a combination of both.  Whatever rewards Collectors like most, they can get them quickly and easily with the AIR MILES Reward Program.

About Ipsos Reid

Ipsos Reid is Canada's market intelligence leader and the country's leading provider of public opinion research. With operations in eight cities, Ipsos Reid employs more than 600 research professionals and support staff in Canada. The company has the biggest network of telephone call centres in Canada as well as the largest pre-recruited household and on-line panels. Ipsos Reid's Canadian marketing research and public affairs practices are staffed with seasoned research consultants with extensive industry-specific backgrounds, offering the premier suite of research vehicles in Canada—all of which provide clients with actionable and relevant information. Ipsos Reid is an Ipsos company, a leading global survey-based market research group. To learn more, visit


For further information: Media Contact: Valérie Dupuis, North Strategic, 514-622-4843,


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