Canadian Shoppers Prioritize Affordability, Driving Retail Competition
Event summary
- Retail Council of Canada's Spring 2026 Canadian Shopper Sentiment Study reveals 58% of purchases are completed in-store, while 39% are made online.
- 72% of shoppers experienced at least one issue in the past three months, with out-of-stock products (30%) and delivery delays (18%) being the most common.
- 11% of shoppers used AI assistants for shopping research in the past 30 days, with 46% finding products faster and 43% comparing options more easily.
- The study surveyed 2,014 Canadians in February 2026 and included follow-up focus groups conducted in March 2026.
The big picture
The study highlights a shift in Canadian consumer behavior towards multi-channel shopping and digital tools, driven by affordability concerns. This trend underscores the importance of a competitive retail environment where transparency and flexibility are key. The findings suggest that retailers must adapt to meet evolving customer expectations to maintain market share.
What we're watching
- Retail Adaptation
- How retailers will respond to shoppers' increasing use of multiple channels and digital tools to maximize value.
- AI Integration
- Whether AI assistants will continue to accelerate shopping decisions without replacing traditional retail channels.
- Competitive Pressure
- The pace at which retailers can improve service and availability to reduce customer switching.