Is Canada a Celebration Nation

From first license to first tooth, Canadians keen to fete modest milestones

75% would throw a party for life’s everyday events; 41% cite loyalty points as a way to pay for it

(Toronto, Ontario – October 14, 2014) - Wild and extravagant are terms not typically used to describe Canadians, but a new poll finds that three-quarters of us would throw a party to celebrate at least one of life’s smaller events.

The Leger survey, conducted for President’s Choice Financial® services, found that the top non-traditional events Canadians consider worth celebrating include a first driver’s license (41 per cent); a child’s first step, tooth or day at school (27 per cent); a first pay cheque (26 per cent); and even a divorce (18 per cent).

“Canadians are continuously looking for reasons to celebrate the everyday — and you can, by making smart spending choices,” said Kathy Buckworth, author, parent and Chief Family Advisor for President’s Choice Financial®. “As a mother of four, making my budget stretch to cover every family ‘first’ is a challenge. Staying on budget is a priority, but I’ve found creative ways to make my money work for me, such as redeeming the PC points earned with my PC Financial Mastercard.”

Canadians love to party – but how do we pay for it?

While 62 per cent of Canadians surveyed have a credit card that offers loyalty reward points, a majority of these cardholders said they redeem their points only once a year.

“With a PC Financial Mastercard, Canadians have the opportunity to collect and redeem PC points fast, for a variety of items – right where they buy groceries,” said Barry Columb, President of PC Bank. “Earning PC points on each dollar spent, everywhere, helps our customers afford more of life’s little pleasures – no matter what the event. It’s our way of helping to simplify and improve their lives.”

Other key survey findings include:

  • Eighty-nine per cent of Canadian credit cardholders prefer to redeem their loyalty points for themselves or their families;
  • Vacations (43 per cent), groceries (40 per cent) and entertainment (26 per cent) are the three most common things Canadians redeem their loyalty points for;
  • Women are more likely to use their loyalty points to buy practical, every-day items versus men (32 per cent vs. 25 per cent), who tend to spend their points on vacations and entertainment (39 per cent vs. 31 per cent); and
  • Eight per cent of those surveyed would celebrate a first date and while 18 per cent consider a divorce worth celebrating, only one per cent said they’d throw a party to celebrate an engagement.

To date, Canadians have redeemed more than $100 million in PC points, in addition to enjoying the great value offered by President’s Choice Financial® services for their everyday financial needs.

About the survey

The survey of 1502 Canadians was completed online between September 2 and September 4, 2014 using Leger’s online panel, LegerWeb. A probability sample of the same size would yield a margin of error of +/- 2.5%, 19 times out of 20.

About President’s Choice Financial

President's Choice Financial® services are a unique financial service offering designed by Loblaw Companies Limited. President’s Choice Bank provides the President’s Choice Financial® Mastercard®. For more information visit www.pcfinancial.ca or follow us on Facebook, Twitter @pcfinancial and YouTube.

About Loblaw Companies Limited (TSX: L)

Loblaw Companies Limited is Canada's food and pharmacy leader, the nation's largest retailer, and the majority unit holder of Choice Properties Real Estate Investment Trust. Loblaw provides Canadians with grocery, pharmacy, health and beauty, apparel, general merchandise, banking, and wireless mobile products and services. With more than 2,300 corporate, franchised and Associate-owned locations, Loblaw, its franchisees, and Associate-owners employ approximately 192,000 full- and part-time employees, making it one of Canada's largest private sector employers. Loblaw's purpose - Live Life Well - puts first the needs and well-being of Canadians who make one billion transactions annually in the companies' stores. Loblaw is positioned to meet and exceed those needs in many ways: convenient locations; more than 1,050 grocery stores that span the value spectrum from discount to specialty; full-service pharmacies at more than 1,250 Shoppers Drug Mart® and Pharmaprix® locations and more than 500 Loblaw locations; PC Financial® no-fee banking; affordable Joe Fresh® fashion and family apparel; and three of Canada's top consumer brands in Life Brand®, no name® and President's Choice®. Through the PC Plus™ and Shoppers Optimum® loyalty programs, more than one in every three Canadians are rewarded for shopping with the companies.