It looks like most Canadians are still doing a lot of their Christmas shopping in-store, but digital technology is shaping the expectations they have for their bricks-and-mortar experiences, a new report by SAS Canada has found, while young people are more likely to take advantage of Black Friday.
According to the report, 85 per cent of Canadians surveyed favour shopping in-store for their holiday gifts, compared to 59 per cent and 70 and per cent of their British and American counterparts, respectively.
The 2016 SAS Holiday Shopper Survey also found that online shopping is now as prevalent as in-store buying, and that most gift buyers will use both channels. Seven in 10 shoppers say they will visit stores, while an equal percentage plan to buy online.