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Canada Counts
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Best Buy survey shows 20% of Canadians looking for one large family gift PDF Print E-mail
Written by Canada News Wire   
BURNABY, British Columba (14 December 2009) - There might be fewer packages under the tree this year as more Canadians look to purchase one gift the whole family will enjoy. A Best Buy Canada survey conducted by Leger Marketing reveals that as many as one in five Canadians are considering purchasing one large gift the whole family can benefit from together. And when it comes to gifts for all ages, consumer electronics is at the top of the list.

Nearly half of those looking for family gifts indicate that gaming systems, high definition televisions (HDTV), home entertainment components or computers might be found in their house come Christmas morning.

"Our survey found that nearly half of Canadians will spend the same amount as last year but are taking the less is more approach to shopping in 2009. They are looking for gifts that will bring the family together beyond the holiday season," Best Buy Canada marketing manager MaryAnn McKenzie said in a statement.

"This year has been about getting value for your money and Canadians are looking to treat themselves and their families this time of year," she continued.

Whether or not this trend is seen in your household this year depends a lot on where you live. Some 95% of people in Manitoba and Saskatchewan will be buying for their immediate family versus 25% of Quebecers. Continuing east, spouses and partners in Atlantic Canada are the most likely to see a gift from their loved one this year with more than two thirds (67%) on the hunt for the perfect expression of their affection.

When it comes to what to buy, B.C. families are the most likely to purchase an HDTV or gaming system (22% each) with Ontario and Alberta close behind. A total of 23% and 22% of Ontarians are looking for an HDTV or gaming system, respectively, and 23% and 21% of Albertans have the same idea.

It"s not so surprising that when it comes to expressing their affection, men are more likely to do so with an HDTV, with 23% considering a big screen for the whole family versus 16% of women.

But while fewer women than men might consider an HDTV a necessity, gaming systems, which were once dominated by the guys, have found a wider audience in recent years. With 19% of men and 20% of women looking for a gaming system such as Nintendo Wii, Xbox 360, or PlayStation 3, the likelihood of purchasing a gaming system is just about equal, regardless of gender.

"The evolution of gaming systems and the types of social games available has broadened significantly to appeal to both men and women, and all-ages," continued McKenzie. "What was once a fairly solitary activity is now a great way for the whole family to interact and spend time together on a regular basis."

The stockings hung by the chimney with care will not go unnoticed as those looking for family gifts are likely to purchase personalized stocking stuffers to match. One third (33%) will be looking for a video game each member of the family will enjoy, while 22% will be seeking out hot new releases on Blu Ray and DVD and nearly one in five (19%) will purchase extra controllers.

The survey was conducted online between 07 and 09 December by Leger Marketing among 1,540 randomly selected Canadian adults who are members of the Leger Marketing web panel. The margin of error - which measures sampling variability - is plus or minus 2.5%, 19 times out of 20.

Best Buy Canada is a wholly owned subsidiary of the Minneapolis-based and publicly-held CE retail powerhouse Best Buy Co., which also owns and operates the Future Shop banner. It currently operates more than 60 stores in British Columbia, Alberta, Saskatchewan, Manitoba, Ontario, Quebec and Nova Scotia.

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