Canada Holiday Celebrations Market Report 2022
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Description
Topics Analzyed in this Report
- What holidays are celebrated by Canadians and how they celebrate them.
- Who consumers are buying holiday gifts for.
- The role of food at holidays and consumers’ openness to new ideas.
- The feelings of enjoyment and pride in holiday decorations.
- Media consumption traditions at the holidays.
Expert Insights from a Lifestyles Analyst
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
Table of Contents
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Overview
- What you need to know
- Key issues covered in this Report
- Definition
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Executive Summary
- Top takeaways
- Market overview
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- Figure 1: Category outlook, 2022-27
- Opportunities
- Tradition and nostalgia create stability and opportunity
- Women are the clear leaders of holiday celebrations
- Christmas is by far the biggest holiday
- Challenges
- Holiday celebrators are reluctant to change
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The Market – By the Numbers
- Holidays are an ongoing expenditure for Canadians
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Market Factors
- Immigration to Canada is increasing, which will impact holidays
- Home ownership trends could impact long-term holiday traditions
- Figure 2: Home ownership, by age, 2021
- Inflation will make consumers reconsider some holiday traditions
- Food costs will be the biggest challenge
- Figure 3: Consumer price index, December 2020 vs December 2021
- Holiday road trips could be affected, too
- Supply chain disruptions affect what consumers can find in stores
- Sustainability will become a more important consideration
- Impact of COVID-19 on holiday celebrations
- Now (2022)
- Next (2023-24)
- Future (2025-27)
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Competitive Strategies
- Offering convenience to make holiday shopping easier
- Experts are curating lists for shoppers to browse
- Figure 4: Amazon Canada Instagram post, 2021
- Amalgamated gift cards shift shopping responsibilities to the recipients
- Figure 5: CF Toronto Eaton Centre Instagram post, 2021
- Companies both new and old can build off of nostalgia
- Legacy brands lean into their history
- Figure 6: LEGO Instagram post, 2021
- Figure 7: Coca-Cola Instagram post, 2021
- Newer companies can still capitalize on nostalgia
- Figure 8: Spotify Instagram post, 2021
- Sustainability is increasingly important in holiday marketing
- Figure 9: Value Village Instagram post, 2021
- Figure 10: Brilliant Earth Instagram post, 2021
- Companies are adapting to emerging Canadian holidays
- Figure 11: Vancouver Canucks Twitter post, 2021
- Figure 12: Party City Instagram post, 2021
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The Holiday Celebrations Consumer: Fast Facts
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Holidays Celebrated
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- Figure 13: Holidays celebrated, 2021
- Christmas is more commonly celebrated than Easter
- Figure 14: Christian holidays celebrated, Christians vs non-Christians, 2021
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- Figure 15: Christian holidays celebrated, by race, 2021
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- Figure 16: Christian holidays celebrated, by region, 2021
- Traditional non-religious holidays are celebrated throughout the year
- Younger Canadians are more likely to celebrate than older ones
- Figure 17: Non-religious holidays celebrated, by age, 2021
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- Figure 18: Celebrate Valentine’s Day, by age and marital status, 2021
- Cultural differences are regional
- Figure 19: Celebrate Valentine’s Day, Quebec vs overall, by language, 2021
- Multicultural holidays show signs of momentum
- Figure 20: Other holiday celebrations, by age, 2021
- High household income is a common theme across celebrations
- Figure 21: Holidays celebrated, by household income, 2021
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- Figure 22: Holidays celebrated, live alone vs overall, 2021
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- Figure 23: Holidays celebrated, single income vs dual income household, 2021
- Canadian Thanksgiving is less celebrated than US Thanksgiving
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How Holidays are Celebrated
- Gatherings are central to most holidays
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- Figure 24: Host/attend a holiday gathering, 2021
- Older consumers are more likely to host, younger consumers to attend
- Figure 25: Christmas gathering behaviours, by age, 2021
- Holiday-specific meals highlight the most food-centric days
- Figure 26: Prepare a specific food or a meal to eat at home, 2021
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- Figure 27: Prepare a specific food or a meal to eat at home, men vs women, 2021
- Gifting is much less common than gatherings and meals
- Figure 28: Buy gifts for others, 2021
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- Figure 29: Indigo Instagram post, 2021
- Parents are a group to target for gifting
- Figure 30: Buy gifts for others, by parental status, 2021
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- Figure 31: Toys “R” Us Canada Instagram post, 2021
- Most decorating occurs at Christmas and Halloween
- Figure 32: Decorate inside or outside, 2021
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- Figure 33: Party City Canada Instagram post, 2021
- Comparing decorations at Christmas and Halloween
- Figure 34: Decorate inside or outside, Christmas vs Halloween, 2021
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- Figure 35: Decorate inside or outside at Christmas, men vs women, 2021
- Christmas decorations skew to White, suburban/rural homeowners
- Figure 36: Decorate inside or outside, by race, living location and home ownership status, 2021
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Holiday Gifting
- Immediate family is the most common gift recipient
- Figure 37: Gift recipients, 2021
- Gift recipients evolve as consumers age
- Figure 38: Gift recipients, by age, 2021
- Women are much more likely than men to buy gifts
- Figure 39: Gift recipients, men vs women, 2021
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- Figure 40: Gift recipients, married men vs married women, 2021
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- Figure 41: Gift recipients, moms vs dads, 2021
- Gift-giving behaviours are cultural
- Figure 42: Gift recipients, by race, 2021
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- Figure 43: Gift recipients, celebrate Christmas vs don’t celebrate Christmas, 2021
- Immediate family is the most common gift recipient
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Holiday Food
- Holiday tradition plays a role in what foods are prepared
- Figure 44: “I typically make the same dishes I grew up with”, by age and gender, 2021
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- Figure 45: “I do most of the cooking/preparing of meals”, by age and gender, 2021
- Traditions can drive interest for everyone
- Figure 46: “I typically make the same dishes I grew up with”, by race, place of birth and agree vs disagree ‘holidays remind me of my childhood’, 2021
- Consumers are open to suggestions about their holiday recipes
- Consumers enjoy adding creativity to dishes
- Social media is the best opportunity for inspiring new dishes
- Figure 47: Holiday dish inspiration sources, 2021
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- Figure 48: President’s Choice Instagram post, 2021
- Figure 49: Holiday dish inspiration sources, by age, 2021
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- Figure 50: Often explore social media for new holiday dish inspiration, by social media platform usage, 2021
- Modern concerns can override holiday traditions
- Vegetarian options could solve multiple problems
- Holiday tradition plays a role in what foods are prepared
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Holiday Decorations
- Decorations are a source of pride and enjoyment
- Figure 51: Holiday decorations enjoyment and pride, 2021
- Women are the most likely to enjoy decorating
- Figure 52: Holiday decorations enjoyment and pride, men vs women, 2021
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- Figure 53: Holiday decorations enjoyment and pride, women by parental status, 2021
- For some, holiday decorations are an investment of time and money
- Figure 54: Holiday decorations time and money investment, 2021
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- Figure 55: Holiday decorations time and money investment, men vs women, 2021
- Larger households are more invested in decorating
- Figure 56: Holiday decorations time and money investment, by size of household, 2021
- Social media has a role to play in creating new ideas
- Figure 57: “I often look for new decorating inspiration”, by social media platform usage, 2021
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- Figure 58: Walmart Canada Instagram post, 2021
- Decorations are a source of pride and enjoyment
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Holiday Media Content
- The holidays are nostalgic
- TV and movies play an important role at the holidays
- Figure 59: Hallmark Channel Instagram post, 2021
- Movies and shows create family time and help parents pass along traditions
- Figure 60: There are holiday shows/movies I like to re-watch each year (% agree), by number of children in household, 2021
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- Figure 61: Holiday Season is the Cashbacking Season, 2021
- Holiday sports events have less reach, but are very relevant to some
- Holiday sports events are common among young men and dads
- Figure 62: I typically watch sports events on holidays” (% agree), by age and gender, 2021
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- Figure 63: “I typically watch sports events on holidays” (% agree), by parental status and gender, 2021
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- Figure 64: Tim Hortons Instagram post, 2022
- Holiday sports are an opportunity to connect with diverse consumer groups
- Figure 65: “I typically watch sports events on holidays” (% agree), by race, 2021
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Consumer qualitative research
- Mintel Trend Drivers
- Abbreviations and terms
- Abbreviations
- Terms
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