HALIFAX, February 5, 2021
In the last year, the COVID-19 pandemic has forced hair salons and barbershops across the country to close their doors at various points, leaving many Canadians in need of a haircut. Results from our recent survey show that over one-half of households have either given or received a haircut at home (57%), marking a huge shift, as only one in ten Canadians report that they have always done home haircuts (11%).
Across the country, home haircuts are most common in Ontario (61%) and the Prairie Provinces (61%), and are least common among those in New Brunswick (44%). These results are no doubt affected by the varying degrees of restrictions and closures across the country.
Among those who have taken part in home haircuts, a quarter of Canadians have given a home haircut to someone else, nearly three-in-ten (28%) have given themselves a home haircut, and two-in-ten have received a home haircut from someone else.
Demographically, Gen Z and Millennials are the most likely to have given or received a haircut at home since the start of the pandemic, with Boomers being the least likely. Additionally, males are slightly more likely than females to report giving or receiving haircuts at home. Otherwise, results are fairly consistent across demographics.
A quarter of the population has continued to visit a professional for a haircut throughout the pandemic, and 14% of Canadians don’t get haircuts at all.
Results are from an online survey conducted January 15 – 19, 2021, with 1,233 Canadians 18 years of age or older from the Logit Group’s Canadian Omnibus. Fielding every month, the Logit Group’s COVID-19 Omnibus surveys Canadians to ask their opinions and behaviours related to topical issues. Results were analyzed by Narrative Research. Data was weighted based on the 2016 Census, by gender, age, and region to reflect population characteristics in each province. As a non-probability sample (i.e., a panel sample where residents have joined a panel to share their opinions), and in accordance with CRIC Public Opinion Research Standards, a margin of error is not applied.
Question included in this release include the following:
- Have you or a family member given or had a haircut at home (rather than by a professional) since the COVID-19 pandemic began?
For more information, please contact:
Margaret Brigley, CEO, Narrative Research – 902.222.7066, mbrigley@narrativeresearch.ca
OR
Margaret Chapman, COO, Narrative Research – 902.222.4048, mchapman@narrativeresearch.ca
OR
Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com
Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company was recently certified as a WBE (Women Business Enterprise). As a non-partisan, 100% Canadian-owned research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services. Follow us on Twitter at @EveryNarrative
The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented.
Follow us on Twitter at @LogitGroup
