RCC x Leger 2026 Holiday Shopping Survey: Canadians are looking forward to the season, planning with purpose and choosing Canadian when they can

TORONTO, Oct. 20, 2026 /CNW/ -- Canadians are heading into the holiday season with a clear plan and a sharp eye on value. The ninth annual Retail Council of Canada (RCC) x Leger Holiday Shopping Survey finds Canadians plan to spend an average of $911 this holiday season, compared with $975 last year. Most (52%) expect to spend about the same as last year, and 82% are confident they can buy everything they plan to.

Shoppers are also being thoughtful about where their dollars go. Gifts for others now make up 86% of holiday budgets, up from 79% last year, as Canadians put the people they love first. To make those budgets go further, they are planning earlier, comparing options and making the most of the season's big sale days.

How Canadians plan to shop this holiday

• Loved ones come first. Gifts for others make up 86% of planned holiday spending (79% in 2025). Purchases for themselves fall to 14% from 21%. Immediate family receives the largest share, at 64% of the budget.
• Spending plans are measured. The average planned budget is $911, compared with $975 last year. Most shoppers expect little change: 52% plan to spend about the same as last year, 22% plan to spend more (down from 25%) and 22% plan to spend less.
• Store habits hold. 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%).
• Deals and timing matter more. 64% 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. 88% rank 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.
• More online, but stores still lead. Canadians plan to spend 42% of their holiday budget online, up from 39%. Stores still take the larger share (58%), and 62% say they will shop in store because they need to see and touch products, up from 58%.
• Buying Canadian, when the price is right. 84% are more likely to buy a gift clearly marked "Made in Canada," the same as last year, but most of them (52% of all Canadians) add "if the price is reasonable." More affordable pricing (58%) is the top thing that would make buying Canadian easier.
• Meaning over price. 53% say 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.

What is driving it

• The cost of living. Inflation and higher prices are the top factor shaping holiday spending plans (48%). 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. 52% say 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.
• Connection. The season's mood is set by people more than purchases: 47% say they are most looking forward to time with family and friends, while 22% say they feel financially stressed.

Reviews remain a trusted guide: 80% say 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; 47% trust their own judgement.

"Canadians are looking forward to the holidays, and they're planning with purpose," said 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."

Regional snapshot

Alberta has the largest planned holiday budget and Quebec the smallest. Manitoba/Saskatchewan and Quebec are the only regions planning to spend more than last year.

Media interested in the full report should contact Santo Ligotti at sligotti@retailcouncil.org

Methodology

The RCC x Leger 2026 Holiday Shopping Survey, the ninth annual edition, 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. As a non-probability online sample, a margin of error cannot be calculated; for comparison, a probability sample of 2,500 would carry a margin of error of about ±2 percentage points, 19 times out of 20. Planned spending is self-reported, in nominal dollars and not adjusted for inflation.

About Leger

Leger is the largest Canadian-owned full-service market research firm, with more than 600 employees across Canada and the United States. Founded in 1986, Leger also operates LEO (its online panel), LEA (Leger Analytics) and Leger DGTL (digital performance). For more information, visit leger360.com.

About Retail Council of Canada

Retail is Canada's largest private-sector employer with over 2.3 million Canadians working in our industry. This sector is a major economic contributor, generating more than $101 billion annually in wages and employee benefits. In 2025, core retail sales (excluding vehicles and gasoline) exceeded $532 billion. Retail Council of Canada (RCC) members account for more than two thirds of these core retail sales and 95 per cent of the grocery market. Our membership extends across the country, embracing over 65,000 storefronts in diverse formats such as department, grocery, specialty, discount, independent retailers, online merchants, and quick service restaurants. As the Voice of Retail^™ in Canada, RCC, a not-for-profit, industry-funded association, proudly represents retail businesses of all sizes, from small independents to large national chains, in communities nationwide. retailcouncil.org

SOURCE Retail Council of Canada