PayPal Canada research reveals three-quarters (73%) of Canadians plan to buy gifts online from Canadian retailers this holiday seasonTORONTO, Nov. 24, 2016 /CNW/ - PayPal, a global digital payments leader, along with Ipsos ahead of Black Friday released research on holiday shopping trends. The study revealed that a buy-local mentality is sweeping across the nation with three out of four (73%) Canadian online shoppers planning to buy holiday gifts online from Canadian retailers instead of buying from U.S. or international websites. Of those people, 43 per cent are planning to buy more gifts from Canadian retailers than they did last year. Millennials are more inclined to shop online from domestic websites with 83 per cent saying they plan to do so. Shopping local is now officially in vogue. The research reveals that this trend is driven by a multitude of factors with more than half (56%) of Canadians revealing that they plan to shop online from Canadian retailers because they want to support local businesses and the economy. Canadians are also choosing to shop online from domestic retailers because they want to avoid the cost of international shipping, taxes and duties (51%), unfavourable exchange rates (44%) and many (32%) prefer goods that are made in Canada. "Canadian retailers are embracing e-commerce more than ever before and offering greater choice to consumers who want to shop online this side of the border," said Kerry Reynolds, head of consumer marketing at PayPal Canada. "Canadian-sold goods are in demand and the Canadian economy stands to benefit immensely from this trend." Social commerce is now trending PayPal's research revealed that Canadian online shoppers are warming up to 'social commerce' which is defined as buying directly from an advertisement on a social media platform. One in four (26%) Canadian online shoppers have already engaged in social commerce and half (54%) say they would consider it. Canadians are the one of the most plugged-in social media users in the world, spending an average of two hours and 19 minutes on social media platforms everyday 1. In the last two years, social media and e-commerce intersected when popular social media platforms launched "Shop Now" and "Buy" buttons making it easier for customers to purchase products without leaving their social media accounts. Social media enables people to gather instant feedback on products and services from friends, family and peers. To connect with consumers more directly, many brands engage celebrities or 'influencers'- with large social media followings - to promote products. Recognizing this trend, PayPal looked at consumer purchase behaviour to gather insights on Canadians' attitudes towards influencer marketing and found that only seven per cent of Canadian online shoppers would consider buying a celebrity-endorsed item on social media. Looking at millennials specifically, this number almost doubles to 13 per cent.