RCC x Leger Holiday Shopping Survey 2024
October 18, 2024Canadians to Spend More This Holiday Season, But Mindfully
Canadians plan to spend more this holiday season, despite financial challenges. Holiday spending is set to reach $972 on average, an 8% increase from last year. However, 90% of Canadians – even more than last year - are approaching the season with a careful eye on their budgets, seeking out deals in the face of ongoing inflation concerns.
This RCC Member-Exclusive survey is the largest of this kind, based on asking more than 2,500 shoppers across Canada. It is filled with compelling infographics, regional charts and examples on how retailers can best meet consumers’ evolving needs and expectations for holiday 2024.
Key Findings: Smart Shopping Takes Center Stage
- Inflation’s Influence: 71% of Canadians are adapting their shopping habits, prioritizing sales, budgets, and early planning and buying only when they find the best deals.
- Black Friday Dominates: 48% of Canadians say Black Friday is the most important shopping day, with 38% waiting for peak sales, up from 34% in 2023.
- Shopping Preferences: In-store shopping (62%) still holds appeal, though 38% prefer online for convenience and deals.
- Shifting Gift-Giving Priorities: While 75% of Canadians plan to maintain or increase holiday spending, they're becoming more strategic, considering fewer gifts. Clothing, food, and home essentials top the list, with gift cards gaining popularity as practical and flexible options.
Regional Highlights:
- National average: $972 (+ 8% vs year ago)
- Ontario: Leads in online shopping with an average spend of $1,158 ( +11% vs year ago)
- Alberta: Focuses on Cyber Week, with a $970 budget (+10% vs year ago)
- Prairies: Likely to spend more on clothing, toys, and furniture, spending $816 +6% vs last year)
- British Columbia: Prefers in-store shopping, with a $893 average (+4% vs year ago)
- Quebec: Budget-conscious, spending $770 on home entertaining (+16+ vs year ago)
- Atlantic: $904 (-19% vs last year ) holiday travel likely to see some cuts this year
Non-members: If you are interested in accessing this and other RCC member exclusive reports and resources, please contact our team at membership@retailcouncil.org
MEDIA REQUESTS
Please contact Santo Ligotti, sligotti@retailcouncil.org
