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Consumer spending resilient despite downbeat economy
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CTV.ca News Staff
Date: Fri. Jan. 9 2009 11:30 AM ET
A downturn in the economy doesn't appear to have kept Canadian consumers away from their favourite shopping destinations this holiday season.
Moneris Solutions, a credit card and debt processing company, released its 2008 holiday season data on Friday, with some findings that may be surprising.
According to Moneris, consumer spending showed some resilience during the Christmas season -- and some spending categories even showed dramatic growth.
Canadians continued to spend during the holiday season, Brian Green, vice president of marketing for Moneris, told CTV News.
According to Moneris, the number of transactions actually rose over the previous year, and the company says the data offers merchants and consumers a reliable pulse of the Canadian economy.
"We saw that there was a big response to specialty stores, electronics stores, sporting goods (and) jewellery stores," Green told CTV News in Toronto.
According to Moneris, nationally in the 2008 holiday season:
- Department stores saw the amount of money charged to credit and debit cards climb by nine per cent over the same time last year.
- Apparel stores had a six per cent growth in credit and debit card sales.
- Every major merchant category experienced spikes in consumer spending on credit and debit cards from the second to the third week of December.
- Only electronics retailers sustained growth into December's final Boxing Day week, with national sales rising 17 per cent from the previous week.
- Restaurants prolonged their mid-December spike with a healthy increase of eight per cent in the last week of the month.
However, the restaurant industry also reported business was down overall by about six per cent for the month compared to December 2007.
"Drug stores and jewelry retailers were the least volatile performers in December 2008, down just 1.5 and one per cent respectively from last December," according to a Moneris press release.
"Nationally, all merchants pulled in two per cent more in the month of December compared to the same time last year, and seven per cent more in the final week alone, ending what began as a pessimistic holiday season on a relatively bright note."
However, discount stores failed to live up to the growth predicted by some retail analysts. Instead, the newly released data shows that:
They suffered a decline of 11 per cent in credit and debit card dollar volume.
Their wholesale counterparts had a substantial decline of nine per cent.
The average ticket size of each transaction across all merchant categories decreased by three per cent.
"The department stores and the apparel stores and the specialty stores worked really hard to get consumers into their stores by offering discounts, by being smart in promotion and by making sure that their store operations will top notch," Green told CTV's Canada AM on Friday morning.
Consumers favoured these stores in most cases, because they ended up with even better deals than wholesale and discount stores could provide, he said.
While Green said successful Canadian retailers presented offers that consumers "couldn't refuse," the same practice couldn't keep U.S. retailers afloat.
"I think that what retailers did successfully in Canada is they got people to come out and spend," Green told Canada AM.
"Canadian retailers were innovative, they were adaptive, they did get consumers to come out and consumers were strong enough to go and spend," he added.
South of the border, this was the worst holiday shopping season in four decades, with sales down 2.2 per cent overall.
Even Walmart, the world's largest retailer, was hurt by stores closures from winter snowstorms and lower consumer spending. The company is forecasting flat sales figures for 2009.
Economist Robert Warren says he doubts Canadian levels will reach the lows being experienced in the U.S. But he warns that Canadians "will see a slowdown."
While Canadian consumers have become accustomed to discounts, economists say retailers cannot afford to keep slashing prices. Once the Christmas inventory is gone, consumers can expect prices to creep up again.
With a report from CTV's Jill Macyshon
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I applaud the budget, even though Health Care and education may stay unscathed. Sadly this cannot last and I worry to later this year where cuts will become enviable. If anything, this provides the Wildrose Alliance plenty of ammo when an election is called.


Comments are now closed for this story
Roger T
said
In the mids of the economic crisis even reports like this HAVE to be positive in order to keep calm and consumer confidence.
WE ARE IN A RECESSION and IT'S ONLY GOING TO GET WORST!
Saving comes before the economy!
James
said
(On a personal note, I did not use my credit cards for any Christmas purchases. Time to start watching what I spend.)
The crash in Canada just took a little longer to happen as there is lag time behind the rest of the world. With the American, Chinese, Indian, Asian and European economies in the scuppers, the need for Canadian raw materials is dropping faster than Harper's public support.
Even Alberta's oil is not in demand as it once was. The sizable oil reserve surplus reported in the U.S. this week bears that out. The demand for oil has fallen fast with no end in sight.
Obama looks like he's aged 10 years these past two months. He's had a looked at the real economic numbers and he is very concerned. Add to that the employment numbers due out today and dare I say it; circling the drain, circling the drain, circling the drain! Flush!!
Forgive all debt!!
Mark in Sask.
said
Will
said
Wade - Ready to car shop on a warm day
said
terri
said
This too shall pass...
said
1) The markets always reflect reality long before the public see's it. The markets are already picking up steam.
2) When the public finally realizes whats happening the financial world has already gone ahead.
3) This recession is a good thing as it blows off the accumulated fluff but it will change in the second half of 2009 which means we will be treated to negative comments for the next few months before the street crowd understand what is going on.
Cathy
said
There are too many buy now pay later deals that are too tempting for the average consumer. Also, some the the prices out there are so ridiculously cheap (loss leaders) that the deals are too good to pass off. I personally have already started shopping for birthday and Christmas gifts...yes I know it is January.
Melissa
said
"We're in a recession and it's only going to get worse."
Sure we are, and it may get worse, but you're sitting here typing on a computer, with electricity and the INTERNET, so it can't possibly be that bad.
I work in the media and A LOT of media outlets have blown this WAY out of proportion, believe me.
As for holiday spending, I believe that it remained the same, and could have even increased.
I always do my shopping on Boxing Day, it's a tradition. This year marked my tenth year of boxing day shopping, and let me tell you, it was one of the busier ones. And no it wasn't "browsers" or empty handed people. In the line up at the Future Shop I waited 30-minutes. Browsers don't line up.
The doom and gloom is getting old. The only way to push through is to remain optimistic. Nothing stays crappy forever.
Compared to other countries, like Africa, India, etc., we have it REALLY GOOD, recession or no recession. I'm sure if some of you gloom seekers asked someone in Africa to trade places with you they'd do it in a heart beat - for them it will never get better, for us it will so quit the whining.
HNguyen
said
Janet - Small Business Owner
said
Red X
said
With less people working there will be less spending in the months to come. To suggest the low spending numbers were due to the whether is weak because those who wanted to shop for the holidays filled them parking lots...Also some retailers are now out of business so I guess we can't spend there!(sarcasm)
Chris in Ontariariari-Oh!
said