Most Consumers in Canada Keep Holiday Shopping Offline - eMarketer
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Most Consumers in Canada Keep Holiday Shopping Offline

One in 10 will do at least half their holiday shopping via digital

September 12, 2013 | Retail & Ecommerce

Most internet users in Canada still plan to do little or no holiday shopping online this year, according to June 2013 research from

Fully 54% of internet users surveyed said they would do 10% or less of their holiday-season shopping on the web—including 27% who would do no online holiday shopping at all. Meanwhile, just 10% planned to do a majority of their holiday shopping via digital means. While this still leaves a reasonably sizeable chunk of the population who plan to do a substantial share of holiday shopping online, it’s notable that internet users in Canada seem to be saying no to ecommerce for the holiday season in large numbers.

Percent of Holiday Shopping that Internet Users in Canada Plan to Do Online, June 2013 (% of respondents)

eMarketer expects business-to-consumer (B2C) ecommerce sales, including purchases made via any connected device, to reach CA$24.25 billion ($24.25 billion) this year, up 14.2% over 2012 levels. Overall, 15.2 million people in the country will make at least one purchase online or via mobile this year, a figure rising more slowly than total sales. Just over half the total population will make a digital purchase this year, and by 2017, penetration will reach 59.1%.

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