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, Consumer Lifestyles Analyst for Mintel

Scott Stewart
Associate Director – Lifestyles & Retail

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definition
  2. Executive Summary

    • Top takeaways
    • Market overview
      • 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
  3. The Market – By the Numbers

    • Holidays are an ongoing expenditure for Canadians
  4. 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)
  5. 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
  6. The Holiday Celebrations Consumer: Fast Facts

  7. Holidays Celebrated

      • Figure 13: Holidays celebrated, 2021
    • Christmas is more commonly celebrated than Easter
      • Figure 14: Christian holidays celebrated, Christians vs non-Christians, 2021
      • Figure 15: Christian holidays celebrated, by race, 2021
      • 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
      • 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
      • Figure 22: Holidays celebrated, live alone vs overall, 2021
      • Figure 23: Holidays celebrated, single income vs dual income household, 2021
    • Canadian Thanksgiving is less celebrated than US Thanksgiving
  8. How Holidays are Celebrated

    • Gatherings are central to most holidays
      • 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
      • 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
      • Figure 29: Indigo Instagram post, 2021
    • Parents are a group to target for gifting
      • Figure 30: Buy gifts for others, by parental status, 2021
      • Figure 31: Toys “R” Us Canada Instagram post, 2021
    • Most decorating occurs at Christmas and Halloween
      • Figure 32: Decorate inside or outside, 2021
      • Figure 33: Party City Canada Instagram post, 2021
    • Comparing decorations at Christmas and Halloween
      • Figure 34: Decorate inside or outside, Christmas vs Halloween, 2021
      • 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
  9. 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
      • Figure 40: Gift recipients, married men vs married women, 2021
      • Figure 41: Gift recipients, moms vs dads, 2021
    • Gift-giving behaviours are cultural
      • Figure 42: Gift recipients, by race, 2021
      • Figure 43: Gift recipients, celebrate Christmas vs don’t celebrate Christmas, 2021
  10. 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
      • 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
      • Figure 48: President’s Choice Instagram post, 2021
      • Figure 49: Holiday dish inspiration sources, by age, 2021
      • 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
  11. 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
      • 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
      • 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
      • Figure 58: Walmart Canada Instagram post, 2021
  12. 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
      • 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
      • Figure 63: “I typically watch sports events on holidays” (% agree), by parental status and gender, 2021
      • 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
  13. 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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