As we progress through the last quarter of 2026, we’re also headed into what is generally known as harvest season for retailers: Christmas holiday buying. So that makes the next 75 days or so vitally important to those in the retail sector.
A new survey conducted for the team at the advisory firm PwC attempts to assess just how shoppers are going to conduct themselves this year as budgets tighten and trade disputes continue to shape our thinking.
Here’s what they found. They learned that, in total, the average Canadian plans to spend roughly $1,500, slightly less than last year, and they are definitely shopping with elbows up, prepared to spend a bit more for a Canadian-made product.
That reduction, though, is largely attributed to households with no children. Spending by families will likely be twice as high with a focus on shared moments. In other words, less spending on things involving screentime.
We’ll also be strategic. Younger demographics will look for deals and Black Friday specials while Boomers will hit the malls in December.
PwC report – Key findings
- Canadian consumers plan to spend 11 per cent less this holiday season than last. A bright spot is households with children, which plan to spend nearly double those without.
- More than half (54 per cent ) of consumers say they’ll pay more for a Canadian-made product, up from 49 per cent last year. Plans to cross-border shop stay roughly half of historic levels.
- AI usage in holiday shopping has jumped from 17 per cent to 28 per cent this year. But 59 per cent of millennials and Gen Z say they won’t use AI in their holiday shopping.
— For more than 50 years, Paul Martin has specialized in coverage of the business and political scenes. His career has spanned radio, television and print and electronic media.
