Canadians to Spend More This Holiday Season—But With a Mindful Approach

As the holiday season approaches, Canadian shoppers are preparing to open their wallets a little wider, but with a cautious eye on their budgets. As per a research by the Retail Council of Canada , this year, the average Canadian plans to spend $972, an 8% increase over 2023, despite ongoing inflation concerns. However, 90% of shoppers are approaching the season with a mindful strategy, seeking out deals and carefully planning their purchases. This careful approach is a direct response to inflation, making value and strategic shopping more important than ever. Check out the guide below for a detailed outlook on how you should approach advertising in this holiday season in Canada.

Here’s how brands can leverage this mindset and stand out during the 2024 holiday season in Canada.

1. Start Early and Engage Often

With more Canadians planning their shopping early to capitalize on deals, brands must get ahead of the curve. Events like Black Friday and Cyber Week are critical, with 48% of Canadians marking Black Friday as the most important shopping day. In fact, 38% of consumers are waiting specifically for peak sales before making their purchases—up from 34% last year. Early, consistent engagement, especially leading into these shopping events, can help brands stay top-of-mind.

2. Value is King—Put It First

Amid rising prices for goods and services, value is the top priority for Canadian shoppers this season. With 71% of consumers prioritizing budgets, sales, and early planning, brands must focus their messaging on value beyond just deals. Highlighting the quality, durability, and versatility of products, alongside sustainability and rewards programs, will appeal to shoppers looking to make each dollar count. In fact, practical gifts like clothing, home essentials, and gift cards are dominating Canadian wish lists this year.

3. Real-Time Engagement During Shopping Moments

Shoppers are more strategic than ever, making real-time marketing activations crucial. With 62% of Canadians still preferring in-store shopping but 38% turning to online for convenience, brands should use geo-targeted and context-driven marketing to reach shoppers at the right time. Whether it’s offering a timely mobile coupon while consumers browse in-store or activating online shoppers with exclusive flash sales, real-time engagement maximizes purchase potential during key holiday moments.

4. Regional Adaptation is Key

Understanding regional spending habits can significantly improve targeting this holiday season. For instance, Ontario leads with an average holiday spend of $1,158, driven largely by online shopping, while Alberta's shoppers focus on Cyber Week deals with a budget of $970. British Columbians still prefer in-store experiences, while budget-conscious Quebecers are expected to spend on home entertaining rather than travel. Tailoring your campaigns to these regional preferences ensures you’re aligning with local consumer behavior, making your promotions more relevant and effective.

5. Stand Out With Creative, Innovative Campaigns

In the flood of holiday advertisements, standing out is essential. Use creative formats such as augmented reality (AR) or interactive digital ads to capture attention and encourage engagement. Canadians are exposed to thousands of ads daily, so bringing your products to life through innovative digital experiences, especially in categories like clothing, makeup, and home furnishings, can help drive conversions in this competitive season.

6. Measure, Optimize, and Adjust

With holiday spending on the rise but consumer habits constantly shifting, measurement is crucial to campaign success. Use real-time data to optimize your campaigns on the fly. For example, multi-touch attribution can help track which touchpoints drive conversions, while media mix modeling ensures you’re investing in the right channels. This data-driven approach will help you maximize your return on ad spend (ROAS) throughout the holiday season.

This holiday season, Canadian shoppers are ready to spend, but they’re doing it strategically. By focusing on value, engaging early, and using real-time marketing to activate shoppers at critical moments, your brand can stand out in a mindful shopping environment. Tailoring your strategy to regional preferences and utilizing innovative ad formats will ensure you capture the attention and dollars of Canadian consumers during the biggest shopping season of the year. And that is exactly where APEX Mobile Media can swoop in to help you.

Still rushing to get your brand in front of the right audience this holiday season? Contact APEX Mobile Media at www.apexmobilemedia.com to make it happen.