Canadian consumers confident, but cautious
OTTAWA — Canadian consumers may be more confident than their European or U.S. counterparts, but many say they are more careful now about how they spend, according to a report released Monday by The Boston Consulting Group.
The report, titled The New World Order of Consumption, found that only 18 per cent of Canadians do not think the economy will improve in the next six months, a vast improvement from 52 per cent who thought the same a year ago. Meanwhile, 37 per cent of U.S. residents and 39 per cent of European Union residents do not think the economy will improve in the next six months.
"Canadian consumers believe the worst of the recession is over and are more optimistic than they were a year ago. In fact, they`re significantly more confident about the economic future and their jobs than consumers in other Western economies," said Cliff Grevler, a partner in the Toronto office, and leader of the Canadian Consumer Practice.
Nonetheless, Grevler pointed out, Canadians clearly are not forgetting the lessons of the recession, as 74 per cent of Canadians say they are now spending more time shopping around for better prices. As well, 55 per cent of Canadians still plan to cut spending non-essential items.
"While belt-tightening is lightening up a bit, Canadians have structurally changed the way they spend and consume. It`s much more focused on price, and there`s much more thought given before expenditures on non-essential items," he said.
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