Prince George, B.C.- This is the season for shopping and a new Ipsos-Reid survey of B.C.   shoppers are cutting back on their spending plans.

 

The  survey results reveal that three-in-ten adult British Columbians have spent or will be spending less overall this holiday season compared to 2008 (30%). Half of shoppers spent or will spend the same amount (52%), and fewer spent or will spend more money on their holiday purchases versus a year ago (14%). The remaining few are unsure (4%).

 

The majority of those who will be cutting costs this holiday season have been tightening their purse strings in general year round. Seven-in-ten are not only spending less this holiday season, but have spent less on other general expenditures in 2009 (71%). The other three-in-ten have either spent the same amount as 2008 throughout the year (18%) or have spent more money earlier this year compared to a year ago (11%) but will cut back during the holiday.

British Columbians who are cutting back clearly indicate the economy is a prime reason for reduced spending, with 88% of shoppers who spent or will be spending less during the holiday indicating the economy has had or will have a impact on their expenditures (57% a lot of impact and 31% a little impact). Only one-in-ten feel the economy is not impacting their holiday season spending (12%).

 

In particular, shoppers in British Columbia will be cutting back on holiday decorations (36% spent or will spend less this holiday season compared to 2008), travel (31%), clothing (29%), and entertainment (27%).

 

Still, cut backs are not limited to these categories. Interestingly, shoppers even spent or will be spending less in more fundamental categories such as groceries. Two-in-ten (21%) of shoppers are shelling out fewer dollars for food and non-alcoholic beverages this holiday season.

 

When it comes to gifts for others, shoppers are cutting back most notably on home décor gifts (29% spent or will spend less on this product category as a gift this holiday season compared to last year), digital cameras/camcorders (27%), jewelry (26%), and computer equipment (26%).

 

The survey also indicates B.C. shoppers  are looking for bargains.

 

·        More often actively look for sales on gifts (69% with 28% strongly agree and 41% somewhat agree);

·        Begin their shopping earlier to find deals (42% with 15% strongly agree and 27% somewhat agree);

·        Check out online retailers more to find better deals (41% with 12% strongly agree and 29% somewhat agree);

·        Use more coupons for gifts (38% with 12% strongly agree and 26% somewhat agree);

·        Wait more for last minute deals (36% with 9% strongly agree and 27% somewhat agree); and,

·        Buy store brand/generic gifts more often (31% with 8% strongly agree and 23% somewhat agree).