Cautious Spending Marks Canadian Holiday Shopping Season

Post by : Mina Rahman

This holiday season, Canadian shoppers are navigating through sales with heightened caution, as Black Friday and Cyber Monday attract substantial interest. While the allure of discounts remains, the focus of purchases is evolving.

Jeff Doucette from Field Agent Canada noted that around 90% of Canadians are expected to shop during this sale period. However, rather than indulging in luxury items, many are using the opportunities to stockpile basic household goods like cleaning supplies and detergents. Doucette remarked that consumers are increasingly vigilant about their budgets, as inflation outpaces wage growth.

This financial caution is reflected in holiday budgeting, with the average Canadian planning to spend under $500 on gifts this year—a significant decrease from previous years of more lavish spending. Doucette pointed out that this financial strain has prompted more deliberate purchasing decisions.

Retailers are also noticing changes. Nathalie Gosselin, a wine shop owner in Calgary, mentioned that merchants are ramping up in-store events and customer experiences, but results are coming slowly. She described the growth as hard-won despite greater effort.

The Canadian economy shows mixed indicators; the GDP rose by 0.6% in Q3, but unemployment rates remain high at 7.8%, affecting shopping behaviors.

This economic pressure is changing gift-giving habits. Calgary resident Carla Little reflected on purchasing less extravagant gifts, choosing practical, meaningful items instead. The trend toward personal touches is also increasing, as shopper Rod Zillman shared his creation of handmade Christmas cards to combine sentimentality with cost-efficiency. Many others echoed the sentiment that homemade gifts feel more considerate and budget-friendly.

There is a strong movement toward supporting local businesses this year, as Gosselin noted many consumers are consciously opting for independent retailers to help them flourish amid mounting competition.

Insights from the Boston Consulting Group reveal that about half of Canadians feel less financially stable than they did a year ago. Alarmingly, one in three households would face difficulties covering monthly expenses without their income.

Kathleen Polsonello, head of BCG Canada, highlighted a trend of shoppers focusing on essential and locally made items and increasingly relying on technology for purchase decisions. Nearly 40% of Canadians have employed—or plan to use—digital tools to compare prices, a figure that rises to about 50% among younger generations like Gen Z and Millennials.

In summary, this year’s holiday shopping is characterized not by lavishness but by intentional purchases, thoughtful gifting, and a stronger commitment to local businesses—shaped unmistakably by the financial realities faced by many in Canada.

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