Canada Retail Holiday Survey
Bigger holiday budgets defy deal-hunting
- Heli Brecailo
- James Cook
Executive Summary
This festive season, Canadian budgets for holiday goods are seeing a merry increase of 32 percent year-over-year – the most significant rise since 2019. Deal-seeking behaviour shapes holiday shopping strategies, with nearly 90 percent of respondents looking for bargains.
Saving money remains a top priority, with Gen Z emerging as the biggest savers. Regionally, B.C. and Ontario residents are channelling the generosity of the Ghost of Christmas Present with larger budgets and greater reliance on social media for purchasing decisions, while Albertans are frugal about their holiday wish-lists.
Shopping centres remain the preferred avenue for holiday purchases, with 74 percent of respondents choosing this option. However, internet platforms are close behind at 70 percent, indicating a diversified approach to gift-sourcing.
Nearly all respondents intend to go to shopping centres, with many planning to spend between 30 and 90 minutes there.
The weeks leading up to Black Friday are proving to be the most popular shopping period, especially for online purchases. Gift cards, clothing, and shoes top the list of sought-after items, reflecting a trend toward practical and flexible gift options.
Mass merchandisers remain the top physical-store type for Canadian holiday shoppers, followed by clothing and accessories stores, then discount or dollar stores. Amazon has strengthened its lead as the preferred choice for Canadian shoppers, followed by Walmart and Canadian Tire.
Methodology
Our survey polled 1,000 online respondents throughout Canada across gender, age, ethnicity, language, education, income, employment status, and province.
It is representative of the Canadian population over the age of 18 in terms of gender and age.
Our survey was conducted in English on October 17-22, 2024.
