GIFT GIVERS ARE SHOPPING CHEAP
By Adnews Staff
Canadian consumers buy their Christmas presents more often at discount department stores than at more expensive outlets, according to Nielsen Marketing Research of Markham, Ont. and Coopers & Lybrand Consulting of Toronto. Their research found that while 76% of consumers said they buy gifts at discount stores, a smaller proportion (73%) buy presents at major department stores. As well, most gifts cost under $100. The study surveyed Nielsen's 7,250 member HomeScan panel. Panelists were asked questions relating to where they shopped and how these stores met with their expectations. The study will be repeated in January.
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