A Mastercard survey released on November 18, 2020 found 64% of Canadian respondents preferred not to give cash during the holiday season, choosing gift cards instead. Nearly half planned to send more presents directly to recipients' homes to limit personal contact.
The research showed a wider shift in retailer preferences during the pandemic. Eighty percent intended to shop from local brands, while 72% planned to prioritize companies sharing their values. Most respondents also said they wanted to buy from businesses they already knew and trusted.
The Harris Poll conducted the online survey for Mastercard on October 14-21, 2020 among 2,030 Canadian residents screened for credit-card use. Recruitment, weighting, age eligibility and the holiday-shopper subgroup size were not disclosed. Business categories can overlap, and the figures measure intentions rather than subsequent spending.
Canadian respondents intended to support these businesses
October 14-21, 2020 survey about the 2020 holiday season; released November 18, 2020.
% of respondents
Tap or hover for details. All values are also available in the data table.
Source
Nonexclusive stated intentions; small, women-owned, minority-owned and Black-owned businesses overlap. Not transaction shares, population-wide estimates without qualification or measured gift-card results.
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| Category | % of respondents |
|---|---|
| Small businesses | 79 % of respondents |
| Women-owned businesses | 68 % of respondents |
| Minority-owned businesses | 67 % of respondents |
| Black-owned businesses | 66 % of respondents |
Seventy-eight percent were likely to shop online, although 68% still planned some store visits. The release also reported 73% planning to use stores with contactless payments. Its summary and detailed paragraph do not consistently identify whether that last percentage refers to all respondents or only in-store planners.
Three-quarters aimed to begin purchases before Cyber Monday. Mastercard presented the results as evidence of changing priorities involving convenience, safety and support for businesses. The figures represented Canadian shoppers' plans for the 2020 season rather than subsequent purchase totals.
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Daniel Brooks
Daniel Brooks covers payment networks, financial technology, payment security, gift card fraud and PCI DSS for Gift Card News.