Optimism, spending on the rise; consumers increasingly value digital experiences Black Friday growing in popularity; now more popular in Canada than in US TORONTO, Nov. 3, 2016 /CNW/ - Canadian consumers will be guided by their conscience when making purchasing decisions this holiday shopping season and will consider a retailer's reputation for working conditions, buying policies, community involvement and ethics before opening up their wallets, according to Accenture's annual Accenture Canada Holiday Shopping Survey. The survey—now in its fifth year—found that a large majority (77 percent) of Canadian shoppers said a retailer's reputation is important when making their purchasing decisions, with more than one-quarter (27 percent) saying they consider reputation to be extremely important. "Building both trust and respect are the major themes this holiday shopping season," said Kelly Askew, managing director of Accenture's Retail Strategy practice in Canada. "Retailers need to be efficient, innovative and responsible in how they do business in order to gain consumers' trust. Brands must also respect their customers' time and help them make purchases more easily if they don't want customers to leave and shop elsewhere." The survey also examined frustrations stopping consumers from shopping at physical stores or online. The main frustration preventing Canadian consumers from purchasing goods in-store more often is long lines, cited by 51 percent of respondents. On average, Canadian shoppers are willing to wait six minutes in a queue before giving up, and two-thirds (65 percent) of Canadians abandon their purchase after 10 minutes. Additionally, 41 percent of shoppers said they would leave a store if there are long check-out lines to buy online instead. Not being able to handle the product, as well as shipping issues, are the top frustrations that prevent consumers from buying more goods online, cited by 55 percent and 44 percent of respondents respectively.