Rising prices will impact consumer holiday spending habits: Numerator
When it comes to holiday spending, consumers predict that rising prices will affect their shopping habits this year.
Numerator’s 2026 Annual Holiday Preview survey looks into the spending trends of its surveyed consumers to provide insights as to where they’ll shop and what they’re shopping for.
The survey was fielded to 5,011 Canadian consumers and highlights celebration, shopping and spending plans for 14 key holidays throughout the year.
Food is the most popular item consumers say they’ll purchase for 13 out of 14 key holidays, followed by alcohol.
Nearly half of shoppers expect to spend between $50 and $199 per holiday throughout the year. Christmas, Ramadan/Eid-al-Fitr and Diwali are expected to be the highest spend holidays, with over half planning to spend more than $200.
READ: How Canadian consumers are adapting in an uncertain economy: NielsenIQ
The recently released report provides consumer insights on five upcoming holidays: Lunar New Year, Valentine’s Day, Ramadan/Eid-al-Fitr, St. Patrick’s Day and Easter.
Lunar New Year
Of those surveyed, 18% state they plan to celebrate Lunar New Year.
While T&T Supermarket (39%) and Costco (39%) top the list of shopping destinations, Lunar New Year shoppers also plan to visit a variety of retailers and channels. Twenty-seven per cent say they’ll shop at Dollarama, 22% will choose Amazon, 18% will opt for restaurants or delivery options and 19% will visit ethnic grocery stores.
Numerator also notes that high income shoppers are significantly more likely to shop at T&T (53%) compared to other income groups.
Sixty-one per cent of Lunar New Year shoppers expect to spend more than $100 on the holiday this year. More than half of shoppers think rising prices will have a moderate or significant impact on their holiday shopping, driving them to take some cost saving actions.
Valentine’s Day
Fifty-seven per cent of survey respondents noted they plan to celebrate Valentine’s Day.
Sixty per cent of celebrants plan to purchase food, while 40% plan to purchase candy and 27% plan to purchase alcoholic beverages. About one-in-five plan to buy gifts and 10% plan to purchase non-alcoholic beverages.
In terms of stores, 40% of shoppers say they plan to shop at Walmart and Dollarama. Twenty-four per cent will choose Amazon, 15% will choose restaurant or delivery options and 14% will choose Maxi or No Frills. Generation X shoppers are significantly more likely to shop at Costco.
Ramadan/ Eid-al-Fitr
Among the 5% who plan to celebrate Ramadan/Eid-al-Fitr, most will spend it with loved ones, cooking meals and participating in family or religious traditions, report the survey.
Food remains central to preparations for observants and Ramadan shoppers anticipate visiting multiple retailers this year.
While 52% of shoppers expect to visit Walmart for their holiday needs, other popular planned destinations include Costco (44%), Dollarama (36%) and No Frills/Maxi (36%). Thirty-two per cent plan to visit ethnic grocery stores.
Seventy-three per cent of shoppers plan to spend more than $100, with over half planning to spend more than $200.
St. Patrick’s Day
For the 25% of respondents planning to celebrate St. Patrick’s Day, 58% plan to purchase food and 50% plan to spend money on alcohol.
Shoppers for this celebration favour Dollarama (58%) and Walmart (25%). Low-income shoppers are significantly more likely to shop at Giant Tiger (26%) compared to other income groups.
READ: Retail power shifts in Canada
Easter
When it comes to Easter celebrations, low-income shoppers (29%) are more likely to shop at Giant Tiger to prepare for the occasion while higher-income shoppers are more likely to favour Costco (42%) and Loblaw retailers (40%)
Candy follows food as the most popular item in Easter shopping baskets, with 69% of celebrators saying they are likely to buy Easter-themed products this season.
