Canadians plan holiday grocery shopping earlier, focus on value and Canadian products

Canadian shoppers are planning their holiday grocery purchases earlier and with a sharper focus on value, according to a new industry study. The survey found 30 percent of shoppers expect to spend more on holiday groceries this year, while 18 percent expect to spend less. Another 43 percent anticipate their spending will stay the same, with the remaining nine percent unsure. The data suggests shoppers intend to fill their baskets but are actively looking for ways to get more for their money.

More than half of Canadian shoppers, 55 percent, expect to begin buying for the holidays three or more weeks before Christmas. Only 22 percent plan to leave most of their shopping until the final week. This shift means the holiday marketing season for retailers starts well before December. A plan that schedules promotions and messaging only around the traditional peak may miss the chance to influence a significant portion of the planning and purchasing journey.

Value continues to drive decisions, with 47 percent of shoppers citing promotions or sales and 42 percent citing lowest prices as key factors. Other common considerations include familiar family brands, cited by 20 percent, healthier options at 14 percent and one-stop-shop convenience at 13 percent. Nearly nine in 10 shoppers, 88 percent, plan to adjust their holiday shopping habits to save money. Top saving tactics include buying earlier when a good price is available, a strategy for 39 percent, stocking up on promotions, planned by 38 percent, and redeeming loyalty points, expected by 37 percent. One-quarter of shoppers expect to compare prices across more stores, while 18 percent anticipate switching to lower-priced brands. Sixteen percent plan to reduce snack and treat purchases, and 14 percent plan to buy more private-label products.

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Loyalty programs are particularly important, with 37 percent of shoppers expecting to use points or rewards to help manage costs. This places loyalty programs alongside promotions as one of the most important value-management tools. For retailers, this generates an opportunity to deliver value without relying exclusively on straight price reductions. Well-timed point offers, targeted rewards and bundled promotions can give shoppers a tangible financial benefit.

Price is not the only story shaping the holiday basket. Buying Canadian-made products is a material purchase driver for 63 percent of holiday shoppers. Thirty percent say it is extremely important to them, and 33 percent say it is very important. The strength of Buy Canadian sentiment varies regionally, but not by much. British Columbians are most likely, at 67 percent, to say buying Canadian-made products is extremely or very important, while Quebecers are least likely, at 57 percent.

The opportunity is pronounced among older shoppers. Fully 73 percent of baby boomers rate buying Canadian extremely or very important when shopping. Buying Canadian is a top-three priority for 48 percent of boomers, compared with just 22 percent of generation Z. For retailers, these differences reinforce the importance of treating holiday shoppers as distinct consumer groups. The most effective strategy may combine broad value messaging with targeted appeals based on shopper priorities, timing and loyalty behaviour.

With files from Canadian Grocer