This report, written by Scott Stewart, a leading research analyst, delivers in-depth commentary and analysis to highlight Canadian holiday trends and add expert context to the numbers.
Holiday celebrations are built on tradition, making it a very stable industry for stakeholders; its cyclical nature of consumer expenditure makes it highly predictable. The importance of nostalgia at the holidays means that consumers want to be consistent and repetitive – while it also creates opportunities for companies that leverage nostalgia in their marketing strategies.
Culture therefore plays a very important role in holiday celebrations – which means that factors like race, religion and even region have a significant impact. So while behaviours are generally consistent from year to year, broader demographic trends will affect holiday celebration trends.”
Scott Stewart
Associate Director – Lifestyles & Retail
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