The typical Alberta shopper is projected to spend $1,388 this year on overall holiday spending, according to a new survey by Scotia Bank. And that number is up from two years ago when the typical Albertan spent close to $850 during the holiday season.
The 2010 figure is much higher than the projected Canadian average this year, which is pegged at $970.
But one retail marketing expert argues those projections are a on the high side for Alberta. Paul McElhone with the University of Alberta's School of Business suggests it's more realistic to estimate a five per cent increase over last year's holiday spending because we're still not clear of the recession.
"I think there are indicators that there's a light at the end of the tunnel, but we're still a ways off." he said. "To see an increment of five per cent is an indicator we've turned a corner."
McElhone does agree that Albertans will likely lead the country in spending this holiday.
"We are younger, we are overall better educated because we don't have the same risk about not having a job here, because unemployment is lower," he said.
And some local shoppers say they feel more secure spending that little bit extra this year.
"We do own a gravel truck and we got more work this year compared to the last two years... it was quite secure," said Kim Lovich.
The survey also found men are more likely than women to spend money on their holiday expenses as needed, whereas women are more likely than men to plan well in advance.
Men are also planning on spending more money this holiday season than women. The survey found men are likely to spend on average just over a $1,000 where women are estimated to spent a little under $900.
It was also noted in the study that gift cards remain the most popular gift to both give and receive. Other popular choices include, clothing and electronics and money.
Harris/Decima completed 1,001 online surveys among a random sample of Harris/Decima panel members. The survey was completed from October 25th, 2010 until November 2nd, 2010.
With files from Jessica Earle
