Shopping Canadian style

It’s almost Christmas so our subject this week will center on shopping, Canadian style.

"Vancouver leads in sales of fake goods," reported a leading newspaper. This is not a positive label for the most livable city in the world. This could be due to the high presence of Asians in B.C. who crave for up-market products with third world country buying habits and are accustomed to counterfeit products from China, Thailand and the Philippines.

Canadian Anti-Counterfeiting Network indicated that Vancouver has emerged as a clear Canadian trendsetter in the sale of fake merchandise, a practice that costs the national economy billions of dollars.

Still on the subject of shopping, Mastercard Canada released the information that Canadian women, specially mothers, are in command of home finances and decide or help on everything from clothes to dinner out to a new car. That means 92 percent of all adult women are instrumental when it comes to family purchases. The survey revealed a new pattern of spending among Canadian women. They are divided into the following groups that can be labeled as "5 Stages of Female Consumerism," according to Vancouver Sun.

1) Emerging Consumers

Aged 18 to 34 and childless. 63 percent are post-secondary students and 30 percent work part-time. Fewer than one in three are married/common law. Six in 10 consider themselves spenders rather than savers. They value good price over brand.

2) New Earners

Aged 18 to 34 and childless, with 36 percent having household incomes of more than $75,000 a year. Seven in 10 are spenders. Most are responsible for day-to-day household spending decisions.

They are willing to pay more for brand names other than any other group, but two-thirds still value good price before a brand.

3) Moms

Average age of 36, they have children under the age of 18 and make up 30 percent of the women in Canada. Three in four are married/common law which are separated/divorced and 10 percent single. Most are willing to spend more on their family for brand-name products but not for themselves.

4) The Established

Aged 35 to 54, average age 47, they comprise 22 percent of the women in Canada. About half have a household income of $55,000 or higher. Because they are supporting children in university or saving for retirement, half are not satisfied with their current financial situation. Two thirds claim they and their partners are spenders rather than savers. They look for good prices when they shop, primarily in retail chain stores.

5) Silver Spenders

Aged 55 and older, primarily with no children living at home, they make up 31 percent of women in Canada and the segment will only grow over time. Two-thirds are married/common law, 23 percent are divorced and 10 percent are widowed. Most have incomes similar to the established but one in 10 have an income of more than $75,000 a year. More than any other group, they indulge in spending on magazines and books as well as vacations and getaway trips. Two thirds find a good price is more important than a brand name.

The established and the silver spenders travel more which could be reason why Canadian travelers spent a record-breaking $5.1 billion in other countries during the third quarter this year or $1.9 billion more than foreigners spent in Canada. Statistics Canada reported that the difference created a record travel deficit as a strong dollar and a healthy economy encouraged Canadians to leave home.

Canadians spent $3.3 billion in the US and $2.6 billion overseas, while Americans spent only $2.1 billion in Canada and overseas travelers spent $1.9 million here. The total number of visitors from the Asia-Pacific region and Europe remained flat. A declining US dollar, higher fuel prices, border hassles and uncertainty about passport requirements have all contributed to a steady decline in US tourist traffic to Canada in recent years.

Children who stay longer at home will naturally have more discretionary funds than the independent young people. For transitions from the parental home to independence, young people raised in the West are likely to leave home earlier than from anywhere in Canada. Region of residence, has an effect on patterns of leaving home because it tends to create, support or reinforce social norms. In Quebec, the probability of young people staying at home longer was higher.