The Retail Council of Canada (RCC) and Leger reveal details about what to expect for this holiday shopping season through the ninth annual Leger Holiday Shopping Survey. The bad news? Expected spending is down. The good news? Not by much.
According to the survey, Canadians plan to spend an average of $911 this holiday season, compared to $975 last year. Most (52%) expect to spend about the same as last year, 22% will spend more (down from 25% last year), and 22% plan to spend less. Most (82%) are confident they can buy everything they plan to.
Canadians are focusing on getting gifts for the ones they love (versus treating themselves) with plans to dedicate 86% of their holiday budgets to others. That’s actually up from 79% last year. Further, 64% of the budget is going to immediate family members. Meanwhile, buying for themselves is down to 14% from 21% in 2025. Shoppers are also planning earlier, comparing options, and looking to take advantage of big sale days.
Most Canadians plan to shop their usual stores at least as much as last holiday, led by grocery (78%), big box (75%) and discount retailers (69%). However, deals and timing matter more. Sixty-four per cent will look for more deals than in previous years (63% in 2025), and 43% hold off on purchases all year to wait for the big sale days, up from 39% last year.
Black Friday and Cyber Monday anchor the season, with 88% ranking Black Friday (November 27) among their top three shopping days, up from 84%, and 52% rank it first. Cyber Monday climbs to 72%, from 64%. Black Friday and the Cyber Monday/Cyber Week period are each expected to capture about 29% of holiday budgets.
Are Canadians going to stores? Shoppers plan to spend 42% of their holiday budget online, up from 39%, but stores still take the larger share at 58%, so don’t expect the malls to be empty. Sixty-two per cent say they will shop in store because they need to see and touch products, up from 58%.
The “Buy Canadian” trend is seemingly still going, but with one caveat: only when the price is right. The majority (84%) are more likely to buy a gift clearly marked “Made in Canada,” the same as last year. But most (52% of all Canadians) add “if the price is reasonable.” More affordable pricing (58%) is the top thing that would make buying Canadian easier.
Thoughtful gifts are also on the mind this year, with 53% saying that giving something memorable or meaningful matters most when choosing a gift, more than twice the 23% who put lowest price first (25% in 2025). Clothing takes the largest share of budgets (19%, up from 17%), and travel edges up to 8% (7%). Gift cards hold steady at 16% of holiday budgets.
Inflation and higher prices are the top factor shaping holiday spending plans, cited by 48% of respondents. More than half (56%) say Canadian economic instability or inflation is affecting their holiday outlook, up from 53% last year; and 56% say the same about their household finances. Among those affected, 49% will spend more time looking for deals, 39% will start planning earlier, 39% will set a budget, and 36% will lean on loyalty programs.
U.S. politics and trade play a role, with 52% saying U.S. politics, trade policy, or geopolitical instability is affecting their holiday outlook, down from 58% last year. Among those affected, 58% are avoiding U.S. brands and 57% are supporting more local or Canadian-made businesses.
In terms of how to choose the right products, reviews remain a trusted guide with 80% saying customer ratings and reviews are important when choosing holiday purchases, rising to 90% among shoppers aged 18 to 34. The overall rating (45%) and written comments (40%) carry the most weight. AI is also starting to show up in holiday shopping, but as a helper rather than a decision-maker: 31% expect to use an AI tool for some part of their holiday shopping, most often to compare prices (21%). Only 3% would trust an AI assistant most when choosing a gift, however; 47% trust their own judgement.
“Canadians are looking forward to the holidays, and they’re planning with purpose,” says Kim Furlong, President and CEO, Retail Council of Canada. “They’re putting the people they love first, starting early, and shopping smart for value. Retailers across the country are ready for them, with great deals, strong selection, and more Canadian-made products that are easy to find.”
Regionally, Alberta has the largest planned holiday budget ($1,184, down 1%) and Quebec the smallest at $664, up 7%. Manitoba/Saskatchewan ($941, up 6%) and Quebec are the only regions planning to spend more than last year. British Columbians plan to spend an average of $993, down 12%, Ontario $952, down 13%, and Atlantic Canada $868, down 5%.
The RCC x Leger 2026 Holiday Shopping Survey was conducted online by Leger for Retail Council of Canada from August 21 to September 4, 2026, in English and French, among a nationally representative sample of 2,500 Canadians aged 18 and over.