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Winning brands invest in emotional connection and brand meaning: Skip

By
Mario Toneguzzi
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Tom Tillhub photo
Tom Tillhub photo

As Canada’s loyalty landscape undergoes rapid change, from major program relaunches to shifting reward structures, marketers are being forced to confront a critical question: Are we building real brand loyalty, or simply buying short-term transactions? 

According to Rachel MacAdam, VP of Marketing at Skip, 2026 will mark a defining reset for how brands approach loyalty, performance marketing, and growth. In a tightening economic climate, she said that the brands that win won’t be the ones offering the biggest discounts, but those that invest in emotional connection, brand meaning, and faster, smarter experimentation. 

Drawing from Skip’s experience operating in one of the most competitive consumer categories in Canada, MacAdam is seeing three key shifts shape marketing strategies heading into 2026: 

  • Why loyalty programs built purely on discounts are losing power – and how brands can cultivate “irrational brand love” that goes beyond price
  • The return of brand storytelling as a performance multiplier, not a nice-to-have, amid over-optimization and short-term ROI pressure
  • How high-growth brands are adopting a more agile, test-and-learn approach to experimentation – using speed, AI, and iteration as competitive advantages 
Rachel MacAdam
Rachel MacAdam

“I think it’s a really interesting time in loyalty right now. You see Air Miles transitioning to Blue Rewards. You see Shell moving to Scene Plus. You see all these loyalty programs restructuring. Aeroplan is restructured, and Starbucks is restructuring. So I think it’s a really interesting time,” said MacAdam.

“I think what’s coming is that the concept of value is evolving. Price is still critical. Canadians are watching their wallets. They’re looking for the best price, but that’s sort of table stakes, right? We can all play in price, but it starts to become a diminishing return exercise. It’s a race to the bottom line.

“I think the brands that are going to win, and I think you’re seeing it in many instances, are those that actually deliver on value, of which price is a component. But value also saves me time, makes me feel rewarded, knows who I am, celebrates my moments and achievements. I think those are the loyalty constructs that are actually going to be successful.

“I’ll speak about Skip Plus, obviously, but even beyond that, if you look at brands like Sephora, I think Sephora is one of the leaders in loyalty. They’ve really tapped into this idea of irrational loyalty. When you go to Sephora, you are not price-checking in store to see whether you can get that same item at Shoppers Drug Mart. You’re in the Sephora experience because you feel rewarded and recognized.

“People go there on their birthday not necessarily for the actual economic value of the gift, but because Sephora is recognizing who I am. They’re celebrating my birthday. It’s a moment. I think that’s what builds loyalty over time. You can chase a discount, but if you really want that repeat behaviour where I choose you above all else, I don’t even price shop because I know I’m getting good value, of which price is a component, those are the loyalty constructs that are going to win in the long term.”

MacAdam said one of the things that really sets Skip apart is the fact that it is a Canadian brand. Born and raised in the Prairie provinces. Head office is still in Winnipeg.

“And we’re very proud of that Canadian heritage. That has become a big part of our narrative. When Canadians have a choice, we need to make sure we are competitive on price. We need to make sure we have the same selection, that your favourite independent restaurant is on our network. But when those things are created equal, we believe it’s the power of our storytelling of who Skip is, that we are made in Canada by Canadians, our tech is Canadian technology that Canadians will choose us over international or American counterparts,” she said.

“I think brand storytelling is so important because people fundamentally want to engage with brands and organizations that reflect who they are. That has been a very big part of us.

Nike by You on the main level of the Nike flagship at CF Toronto Eaton Centre. Photo supplied

“If I look outside of the Skip environment and look at Nike, that’s a great lesson for so many marketers who might be tempted to divert all of their investment into performance because it’s measurable and immediate. The reality is Nike is a great example where their brand ethos was really built on storytelling. People wanted to be part of that Nike movement. That is who I am.

“But they moved from building their brand to diverting it all to digital, and they lost market share because people no longer knew why they wanted to buy the new Nike shoe. You can get the best price, but it doesn’t reflect who I am. Especially in times where marketing budgets are scrutinized and you’re fighting for every dollar in the marketing department, it can be tempting to divert exclusively to performance. It’s measurable. Finance likes it. We can drive immediacy. 

“But your performance actually becomes less efficient when you start to erode or lose the brand story. If you don’t have that overarching brand narrative, if people don’t think about you or talk about you, then when performance gets put in market, it’s actually less efficient. You have to spend more for that order.

“What we’re trying to do is balance both. Yes, we need to drive short-term metrics, but we also need to make sure we’re keeping an eye on the overarching brand narrative, how we’re showing up in market, how people think about us, talk about us, and whether we’re part of the consideration set.”

MacAdam said technology is a critical enabler. 

PHOTO: SKIP VIA FACEBOOK

“When you talk about loyalty, and it’s about reward and recognition and putting the right offer to the right person so that it’s relevant to them, the underpinning of that is all technology,” she explained.

“How do I make sure that I’ve got a single view of customer so that when your best customer, he one that is your high-value customer or your top-tier loyalty customer, has an issue, your customer care group knows that they’re a best customer and differentiates the service tied to that customer?

“How do we make sure that when that customer comes into the app, we are serving out the offer we know is going to be most compelling and most relevant to them, so they don’t have to dig into the app to find the offers that are relevant to them? That’s all driven off offer engines.

“How do you make sure you’ve got a wide bank of offers, but that the intellect behind it can actually pull the offer that is most relevant to them and serve it up? I would say that is a journey we are on at Skip. We’re making significant investment in our martech capabilities so that we can actually fulfill the loyalty promise we’re making to customers. I would say it is a journey we are on. We have not fully realized that experience for our best customers yet.”

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Ômage Hotel Montréal/Laval opens its doors

By
Mario Toneguzzi
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Ômage Hotel Montréal/Laval photo
Ômage Hotel Montréal/Laval photo

Ômage Hotel Montréal/Laval has opened, marking the debut of a brand-new boutique hotel following a 10-month transformation of the former Hilton Laval. 

The property now operates under a new identity as part of Tribute Portfolio, Marriott Bonvoy’s collection of independent hotels.

Designed as a welcoming living space, Ômage Montréal/Laval features interiors inspired by the power of the elements and a distinctly local character, with the goal of bringing together both travellers and the Laval community, according to a news release.

Located at 2225 Autoroute des Laurentides, near major highways as well as key business and leisure destinations, the hotel establishes a new benchmark for boutique hospitality in the region, said the company.

This extensive transformation has resulted in an entirely new guest experience. Guest rooms, common areas, architectural details and the brand identity have all been redesigned to create a warm and distinctive destination. The hotel is positioned as a true social hub, equally suited to business and leisure travellers and local residents alike, it said.

Annie-Ève Frigon
Annie-Ève Frigon

“Seeing Ômage Montréal/Laval come to life is an incredible source of pride for our entire team. This project reflects an ambitious vision: to deliver a contemporary boutique experience with a strong sense of character, where guests feel comfortable from the moment they arrive, supported by attentive service and spaces designed for comfort, connection and meaningful moments,” said Annie-Ève Frigon, General Manager of Ômage Hotel Montréal/Laval.

Ômage Montréal/Laval said the hotel blends design, hospitality and local roots to create a vibrant and welcoming living environment. Inspired by the region’s landscapes, materials and natural resources, the concept reflects Laval’s energy and dynamism.

Spread across 10 floors, the hotel’s 190 rooms have been fully renovated in a nature-inspired palette dominated by shades of green and white. Among them, 42 extended-stay suites with fully equipped kitchens provide an ideal solution for longer stays, combining functionality, comfort and elegance.

Corporate spaces have also been redefined to meet the needs of business clientele. A privatizable library, modular meeting rooms and a bright hall create a flexible setting for meetings and events, said the company.

With this opening, Ômage Hotel Montréal/Laval becomes the fourth Tribute Portfolio hotel in Québec and the first in Laval, joining an international collection of more than 155 hotels in over 30 countries.

Ômage Hotel Montréal/Laval photo
Ômage Hotel Montréal/Laval photo

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Ômage Hotel Montréal/Laval photo
Ômage Hotel Montréal/Laval photo

YYC Food & Drink Experience returns in March with more than 115 local restaurants participating

By
Mario Toneguzzi
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YYC Food and Drink Experiene
YYC Food and Drink Experiene

Calgary’s annual dining festival, YYC Food & Drink Experience (YYC EXP), returns March 13–29, celebrating the city’s dynamic and diverse culinary scene with its largest lineup to date. 

More than 115 restaurants across Calgary have signed on to participate, the highest number in the festival’s history, inviting diners to explore bold flavours, creative menus, and exceptional value at every turn, according to a news release. 

“We have an incredibly exciting lineup this year, from collaborations with celebrity chefs to interactive cocktail classes and immersive themed dinners. These events are designed to give guests a truly memorable culinary experience, whether they’re looking to indulge in a once-in-a-lifetime evening or explore something new. With a range of formats and price points, there’s genuinely something for everyone,” said Irena Knorr, Culinary Program Director at Culinary Marketing Strategies, which produces the event. 

Irena Knorr
Irena Knorr

Participating restaurants will present specially curated, value-priced prix fixe menus for brunch, lunch and dinner. Most three-course menus average $50 per person, while select gourmet experiences feature five or more courses averaging $75 per person.

Reservations for YYC EXP prix-fixe experiences and signature events can be made directly through each participating restaurant’s booking platform. Calgarians are encouraged to secure their tables early, as reservations fill quickly throughout the festival.

“Calgary boasts one of the most dynamic food scenes in the country, and the festival offers a fun, approachable way for people to discover and savour its diverse culinary talent. With a record number of participating restaurants in our event’s history this year, YYC EXP will deliver a meaningful boost to tourism and the local restaurant community while showcasing the creativity and excellence that define dining in Calgary,” said Donald House, Founder and President of Culinary Marketing Strategies.

Donald House
Donald House

In addition to set menus, YYC EXP will present 12 exclusive, chef-led culinary events hosted at some of Calgary’s most exciting restaurants. These intimate dining experiences will showcase thoughtfully crafted dishes from Michelin-starred and award-winning chefs, offering guests a rare opportunity to experience world-class culinary talent right here at home, explained organizers.

The festival is sponsored by Calgary Downtown Association. 

Andrew Doudican
Andrew Doudican

“Having worked in Calgary restaurants for almost two decades, I’ve seen firsthand the energy and economic activity YYC EXP brings to downtown Calgary each March. With 36 downtown restaurants and 8 hotels participating this year, our strongest representation to date, the festival will create meaningful momentum for local businesses. The Stay & Dine hotel packages, paired with Downtown Calgary Gift Cards, are a powerful way to encourage visitors to experience, stay, and spend in the downtown core while celebrating our city’s culinary talent,” said Andrew Doudican, Director of Urban Strategy for Calgary Downtown Association. 

YYC Food and Drink Experiene
YYC Food and Drink Experiene

More from Retail Insider:

Small business optimism climbs above historical norms for the first time since 2022: CFIB 

Sales at restaurants and bars sector decline in December, but annual sales surpass $100 billion in 2025: Statistics Canada

Daily Synopsis: Feb 26, 2026

By
Retail Insider
-

Today’s Retail Insider articles are listed below alongside Canadian Retail News From Around the Web. Notable coverage includes Montreal’s b.cycle acquiring SPINCO to form a national boutique fitness platform and Eggslut’s entry into the Canadian market with sites in Toronto and Vancouver. Meanwhile, affluent Canadians display growing price sensitivity, with many switching to cheaper or second-hand products.

 

🗞️ The Day’s Retail Insider Article List

 

🌐 Canadian Retail News From Around the Web

How to Achieve a “Documentary Style” Edit with Your Wedding Photographer

By
Retail Insider
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Your wedding day is full of real moments. The laughs, the happy tears, and the quiet smiles matter most. A documentary style edit captures those honest memories instead of stiff poses. It tells your story just as it happened.

If you want photos that feel natural and emotional, you need the right approach. From planning to editing, every choice shapes the final look. Let’s explore how you and your photographer can create beautiful, story-driven images.

What Is a Documentary Style Wedding Edit?

A documentary-style wedding edit is all about capturing your day exactly as it unfolds. A Toronto wedding photographer focuses on authentic moments; from the nervous excitement before the aisle walk to the laughter during speeches; rather than staged poses. This approach tells your story naturally, letting the emotions and memories of your wedding day shine through every image.

Capturing Real Emotions

The heart of a documentary style wedding edit is emotion. Your photographer watches for the small, genuine moments; the tear on your mom’s cheek, your best friend’s belly laugh, or the quiet glance you share with your partner. These moments are candid and unplanned, which makes them feel authentic. 

Unlike traditional wedding photography that relies on poses, documentary-style edits rely on observation. The photographer is like a fly on the wall, blending into the background to capture the story naturally.

Telling a Story Through Photos

Think of a documentary style wedding edit like a photo storybook. Each image is a piece of your wedding day puzzle. When put together, they create a flow that shows your day from start to finish. 

From getting ready, walking down the aisle, the vows, to the dance floor energy, the album feels alive and personal. There’s no need for forced smiles or awkward poses; every photo is about capturing the real you.

Why Couples Love This Style

Couples love this style because it feels genuine. When you look back at your photos years later, you won’t just remember how beautiful the day looked; you’ll feel the emotions all over again. Documentary style wedding edits create timeless memories that reflect the real energy, laughter, and love of your wedding day.

A documentary style wedding edit is more than photos; it’s storytelling, emotion, and authenticity combined. It gives you a collection of memories that feel alive and true to your special day.

Communicate Your Vision Clearly

Communicating your vision clearly is key to achieving a documentary style wedding edit. From the very first conversation with your photographer, sharing your ideas and expectations ensures your photos reflect your true story. This step helps avoid misunderstandings and guarantees your wedding album captures what matters most to you.

Share Inspiration and Ideas

Start by collecting images that inspire you. Maybe you love natural light, candid laughter, or storytelling albums you’ve seen online. Sharing these examples with your photographer gives them a clear idea of your style preferences. It’s not about copying someone else’s wedding; it’s about showing your photographer the type of moments and feelings you want highlighted.

Create a Mood Board

A simple mood board can work wonders. Include colors, lighting, and poses you like, and even little details like how you want family interactions captured. A visual guide helps your photographer understand your expectations without over-explaining. This makes it easier to plan the day so that every moment feels authentic yet intentional.

Discuss Key Details

Talk openly about what’s most important to you. Are there emotional moments you don’t want to miss? Do you prefer soft, natural editing or slightly more polished images? Discussing these details early ensures your photographer knows exactly what to focus on. It also helps them anticipate the moments that matter most to you and your guests.

Build Trust Through Communication

Clear communication builds trust, and trust is essential for candid photography. When your photographer understands your vision and you feel comfortable sharing your preferences, you’ll both be aligned. This allows your wedding day to flow naturally, giving them the freedom to capture real emotions without interference.

By communicating your vision clearly, you set the stage for a documentary style wedding edit that tells your story exactly the way you imagined it; full of genuine moments and timeless memories.

Choose the Right Wedding Photographer

Choosing the right wedding photographer is one of the most important steps for achieving a documentary style wedding edit. Your photographer isn’t just taking pictures; they’re capturing your story, emotions, and the atmosphere of your special day. Picking someone whose style matches your vision ensures your wedding album feels natural, emotional, and timeless.

Look for Documentary Experience

Not every wedding photographer specializes in documentary-style photography. When searching, focus on professionals who highlight candid moments, storytelling, and emotion in their portfolio. Look at full wedding galleries rather than just a few highlight images. This shows how consistently they capture real moments from start to finish, giving you a better sense of what your album might look like.

Review Their Style and Approach

Each photographer has a unique approach. Some are hands-on and guide couples through poses, while others blend into the background to capture genuine moments. For a documentary-style edit, you want someone who observes quietly and reacts to real events rather than staging them. Reviewing past weddings can help you see how they handle lighting, movement, and spontaneous emotions.

Consider Comfort and Connection

Trust and comfort are just as important as skill. You’ll spend the entire day with your photographer, so you need someone you feel relaxed around. A friendly, approachable photographer helps you be yourself, which naturally results in better, more authentic photos. The more comfortable you are, the easier it is for them to capture real, unposed moments.

Ask Questions

Before booking, ask questions about their process. How do they capture emotional moments? How do they approach editing? Understanding their workflow ensures they can deliver the documentary-style results you want.

Choosing the right wedding photographer sets the foundation for a documentary style wedding edit. With the right experience, approach, and connection, your photographer can turn candid moments into a timeless, storytelling album you’ll treasure forever.

Plan Your Timeline for Real Moments

Planning your wedding day timeline is just as important as choosing the right photographer when aiming for a documentary style wedding edit. A well-thought-out schedule allows for natural, unscripted moments to unfold, giving your photographer the space to capture real emotions instead of rushing through staged poses.

Leave Space for Candid Interactions

A busy schedule can make your day feel forced. Instead of packing every hour with photos or activities, leave gaps where spontaneous moments can happen. Whether it’s a quiet laugh with your partner before the ceremony or guests mingling naturally during cocktail hour, these unplanned interactions become the most memorable photos in your album.

Avoid Over-Scheduling

Trying to fit too many shots into a tight timeline can lead to stiff, posed images. By giving yourself extra time between key events, your photographer can move freely, capture the environment, and let moments happen organically. This relaxed pace also helps you and your guests feel less stressed, which translates into more genuine emotions in your photos.

Include Private Moments

Consider scheduling small private moments like a “first look” or a few minutes alone together after the ceremony. These intimate moments are perfect for authentic, emotional photos without distractions. Even a short window can create some of the most heartfelt images of your wedding day.

Build Flexibility Into the Day

Weather changes, delays, or last-minute surprises are part of every wedding. Planning flexibility into your timeline allows your photographer to adapt and still capture meaningful moments. A flexible schedule ensures the story of your day is captured naturally, without forcing anything.

By planning your timeline for real moments, you give your photographer the opportunity to capture the genuine, emotional, and candid moments that make a documentary style wedding edit truly unforgettable.

Focus on Natural Lighting and Real Settings

Focusing on natural lighting and real settings is essential for a documentary style wedding edit. This style thrives on authenticity, so using real environments and soft, natural light makes every moment feel genuine. It helps your photos look timeless, emotional, and alive, rather than staged or overly polished.

Use Natural Light Whenever Possible

Natural light brings warmth and life to your images. Window light, open doors, or outdoor sunlight creates soft, flattering tones that enhance the real emotions of your day. Avoid harsh artificial lighting or heavy flash when you can, because natural light keeps skin tones true and preserves the mood of the moment.

Capture the Environment Around You

A documentary style edit isn’t just about people—it’s about the story of your day, including the surroundings. Whether it’s a rustic barn, a scenic park, or a cozy family home, your environment adds context and personality to each photo. Let your photographer include these details naturally rather than creating artificial setups.

Embrace Authentic Details

Decor, signage, flowers, or even candid guest interactions add texture and depth to your photos. Instead of arranging every detail perfectly, let them exist as they are. Real-life imperfections and small surprises often make the most meaningful shots.

Let Light and Setting Guide the Mood

Natural lighting and real locations not only make photos look beautiful, they also set the tone for storytelling. Soft light during golden hour, shadows in intimate spaces, or laughter in an outdoor courtyard can all add layers of emotion. Your photographer can use these elements creatively to highlight the genuine moments of your day.

By focusing on natural lighting and real settings, your documentary style wedding edit will feel authentic, timeless, and alive, capturing your wedding day exactly as it happened.

Be Present, Not Perfect

Being present, not perfect, is the secret to a stunning documentary style wedding edit. These types of photos shine when you focus on the moment rather than worrying about posing or looking flawless. Real emotions, laughter, and even little imperfections make your wedding album feel alive and authentic.

Forget the Camera

When you stop thinking about the camera, your true personality comes through. Candid moments happen naturally when you’re enjoying the day instead of trying to create “picture-perfect” poses. Laugh, cry, dance, and embrace the little surprises; these are the moments your photographer is waiting to capture.

Enjoy Every Moment

Your wedding day passes quickly, and being fully present lets you experience it instead of just performing for photos. Cherish the small gestures, the smiles, and the interactions with loved ones. These genuine experiences translate into heartfelt images that tell your story beautifully.

Trust Your Photographer

A documentary style wedding edit works best when you trust your photographer’s instincts. They know how to capture emotion and fleeting moments without interrupting the flow of your day. Let them move freely and take the lead; they’re trained to find the beauty in candid moments that you might not even notice.

Embrace Imperfections

Perfection isn’t the goal. The little messy details; the tear-streaked makeup, the slightly crooked bow tie, or the spontaneous dance moves; add character and authenticity. These imperfections make your photos relatable and memorable, reflecting real life rather than a staged performance.

7. Editing Style Matters

Editing style matters just as much as the moments captured when creating a documentary style wedding edit. Even the most authentic, candid photos can lose their impact if the editing feels overdone or inconsistent. The goal is to enhance the natural beauty and emotion of your day without altering reality.

Keep Colors Natural

A true documentary style edit focuses on real, lifelike colors. Avoid heavy filters or extreme saturation that change the mood of the photo. Skin tones, greenery, and décor should look as they did on the day. Natural colors make your album feel timeless and relatable, allowing your memories to shine through exactly as you experienced them.

Soft Contrast and Lighting

Soft contrast is key to maintaining a natural look. Harsh shadows or overly bright highlights can distract from the emotion in your photos. Gentle adjustments help the images look polished but still real, preserving the atmosphere of the moment. Light and shadow should enhance the story, not overshadow it.

Minimal Retouching

Documentary style editing avoids heavy retouching. Blemishes, wrinkles, or small imperfections are part of what makes your photos authentic. Minor touch-ups are fine, but the goal is to keep the images truthful and relatable. Over-editing can make a candid moment feel staged or artificial.

Consistency Across the Album

A consistent editing style ties your entire wedding album together. Each photo should feel like it belongs in the story, with a cohesive look in color, contrast, and tone. Consistency ensures that your album flows naturally, telling the complete narrative of your day without distraction.

The right editing style enhances the genuine moments captured during your wedding. It makes your documentary style wedding edit feel natural, emotional, and timeless—an album that truly tells your story.

Conclusion 

A documentary style wedding edit is all about real feelings and honest moments. When you trust your photographer and stay present, magic happens naturally. Skip the stiff poses and choose storytelling instead. Your wedding album should feel like your day; joyful, emotional, and beautifully real from start to finish.

Payroll employment decreases: Statistics Canada

By
Mario Toneguzzi
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Photo by Mario Toneguzzi
Photo by Mario Toneguzzi

The number of employees receiving pay and benefits from their employer—measured as “payroll employment” in the Survey of Employment, Payrolls and Hours—decreased by 35,400 (-0.2%) in December, following little change in November. On a year-over-year basis, payroll employment was down 28,300 (-0.2%) in December, reported Statistics Canada on Thursday.

Monthly payroll employment declines were recorded in 9 out of 20 sectors in December, including manufacturing (-7,400; -0.5%), wholesale trade (-6,300; -0.8%), transportation and warehousing (-5,900; -0.7%), accommodation and food services (-5,000; -0.4%) and educational services (-4,600; -0.3%). Construction (+2,600; +0.2%) and health care and social assistance (+2,300; +0.1%) were the only sectors to record an increase in December, said the federal agency.

Meanwhile, in December, there were 514,600 vacant positions in Canada, up from 490,900 (+23,700; +4.8%) in November. This was the highest level of job vacancies recorded since March 2025 (516,900). Year over year, job vacancies were down by 20,500 (-3.8%) in December 2025.

Payroll employment decreases in nine sectors and increases in two in December

Chart 2: Payroll employment decreases in nine sectors and increases in two in December

Statistics Canada said payroll employment in wholesale trade fell by 6,300 (-0.8%) in December, following two months of little change. The decline in December extends a downward trend recorded since September 2024, for a cumulative decrease of 17,600 (-2.1%).

Over this period, declines in payroll employment were recorded in 7 out of 9 subsectors, led by machinery, equipment and supplies merchant wholesalers (-6,400; -2.7%), personal and household goods merchant wholesalers (-3,000; -2.9%), building material and supplies merchant wholesalers (-2,600; -1.8%) and miscellaneous merchant wholesalers (-2,600; -3.0%), said the report.

“Payroll employment in accommodation and food services decreased in December (-5,000; -0.4%). Since September, payroll employment in the sector has declined by 8,800 (-0.7%),” said Statistics Canada.

“On a year-over-year basis, payroll employment in this sector was down 12,900 (-1.0%) in December, with declines recorded in 3 out of 6 industries. Full-service restaurants and limited-service eating places (-10,400; -1.0%) accounted for most (80.3%) of the year-over-year decline.”

In December, there were 514,600 vacant positions in Canada, up from 490,900 (+23,700; +4.8%) in November. This was the highest level of job vacancies recorded since March 2025 (516,900). Year over year, job vacancies were down by 20,500 (-3.8%) in December, said the report.

The job vacancy rate—which corresponds to the number of vacant positions as a proportion of total labour demand—was 2.9% in December, up from 2.7% in November. The rate was down by 0.1 percentage points from December 2024 (3.0%), it said.

“There were 3.0 unemployed persons for every job vacancy in December 2025, unchanged from November. On a year-over-year basis, the ratio was up by 0.2. This increase was the result of an increase in the number of unemployed persons in December (+49,100; +3.3%) (according to the Labour Force Survey) combined with a decrease in the number of job vacancies (-19,700; -3.7%, excluding the territories),” said Statistics Canada.

“In December, job vacancies were up in six sectors, led by accommodation and food services (+10,600; +18.9%), construction (+6,000; +17.6%), manufacturing (+2,900; +8.2%) and educational services (+2,900; +17.9%).

“In accommodation and food services, the monthly increase in job vacancies was the first since October 2023. In construction, the increase in job vacancies in December 2025 more than offset the decrease in November 2025 (-4,000; -10.6%). Meanwhile, the monthly increase in manufacturing brought the number of vacancies in the sector to the same level as in May 2024. On a year-over-year basis, job vacancies were down in health care and social assistance (-10,700; -10.0%), retail trade (-7,300; -14.0%) and agriculture, forestry, fishing and hunting (-1,700; -20.1%). Over the same period, job vacancies in the remaining sectors were little changed.”


Month over month, job vacancies were up in six sectors in December

Chart 3: Month over month, job vacancies were up in six sectors in December

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b.cycle Acquires SPINCO in National Fitness Deal

By
Lee Rivett
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Image: SPINCO

Montreal-based boutique fitness company b.cycle has acquired SPINCO, Canada’s original and leading spin studio network. The transaction brings together two Canadian brands that launched in 2014 and have since grown into dominant regional and national players.

The acquisition forms a multi-brand fitness platform designed to elevate how Canadians experience indoor cycling and group fitness. With over 30 SPINCO studios nationwide and b.cycle’s established presence in Quebec, the combined organization creates a coast-to-coast network spanning multiple provinces.

The announcement that b.cycle acquires SPINCO signals a strategic shift from regional strength to national scale. The two brands are uniting local community-driven energy with broader operational infrastructure.

Founded in Montreal, b.cycle built its reputation on premium indoor cycling and barre classes that combine music-driven workouts with a proprietary bike-fit and performance tracking system. Over more than a decade, the company developed systems focused on operational excellence, innovation testing, and community building.

SPINCO, founded in 2014, expanded across Canada using a combination of corporate and franchise studios. The brand now operates in Ontario, British Columbia, Quebec, New Brunswick, Prince Edward Island, and Nova Scotia. Its footprint makes it the largest dedicated indoor cycling network in the country.

Together, the brands employ more than 1,100 people nationwide.

Photo: b.cycle

Leadership Vision and Integration Strategy

“This is our moment to build something better; for our communities, our instructors, and every person who chooses to move with us,” said Bijan Bolouri, Owner & CEO of b.cycle and SPINCO. “By bringing the best of both brands together, we’re raising the bar for what boutique fitness can feel like in Canada.”

The companies stated that the merger is grounded in shared values and a belief that movement can positively impact people’s lives. A centralized feedback and testing model will support continuous improvement across studios, with an emphasis on consistent, high-quality experiences for franchisees, instructors, and clients.

Behind the scenes, integration will focus on best practices and operational consistency. For clients, the in-studio experience will remain unchanged. Each brand will maintain its distinct class styles, instructors, and studio identity.

Members will also gain nationwide access to b.cycle’s online platform, expanding digital engagement and offering flexibility across markets.

Image: SPINCO
 

From Regional Leader to National Incumbent

The move effectively transforms b.cycle from a Quebec-focused operator into a national player. Historically concentrated in Montreal, b.cycle built a following for its premium studio design, performance-based cycling formats, and multidisciplinary programming that includes barre and strength classes.

SPINCO, meanwhile, became known for its rhythm-based cycling model and strong community culture. Its franchise-led expansion enabled rapid scaling across major urban markets, including Toronto and Vancouver, as well as secondary cities and Atlantic Canada.

By combining b.cycle’s operational systems with SPINCO’s national footprint, the new platform gains both depth and reach. The integration creates opportunities to enhance technology infrastructure, share best practices, and explore multi-room studio formats in select markets.

Growth Plans in Quebec and Beyond

The acquisition lays the foundation for further expansion. b.cycle plans to open its fifth Montreal location and continue expanding across Quebec at a pace of approximately one new studio per year. At the same time, SPINCO will continue pursuing national growth.

The decision to operate as a multi-brand platform suggests that both names will retain value in their respective markets. Maintaining distinct brand identities allows the organization to serve different customer preferences while leveraging shared infrastructure and leadership.

As b.cycle acquires SPINCO, the Canadian boutique fitness sector enters a new phase of consolidation. The deal unites two of the country’s most recognized indoor cycling brands under a single ownership structure, positioning the combined entity to compete more effectively in a premium segment that includes both brick-and-mortar studios and connected at-home platforms.

For the broader industry, the transaction signals confidence in boutique fitness as a scalable, community-driven business model in Canada.

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Gildan reports record Q4 revenue 

By
Mario Toneguzzi
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Photo: Gildan Activewear website
Photo: Gildan Activewear website

Gildan Activewear Inc. announced Thursday results for the fourth quarter and full year ended December 28, 2025, with record revenue in the quarter and increased gross profit

“2025 was another important year for Gildan with several highlights including record revenue from continuing operations of $3,619 million, adjusted operating margin of 21.5%, adjusted diluted EPS growth of 17.0% versus last year, and the closing of the HanesBrands acquisition on December 1,” said Glenn J. Chamandy, President and CEO.

“Our results underscore the impressive execution by our global team whose focus is now on fully capturing the value of our expanded platform. As we look ahead to 2026, we are very excited about the HanesBrands acquisition which doubles our scale, combines iconic brands with our world-class, low-cost, vertically integrated platform, and unlocks a powerful engine for innovation and growth. The integration is well underway and we now expect to deliver higher than initially targeted run-rate cost synergies reaching approximately $250 million by the end of 2028 with approximately $100 million in 2026.” 

The company said net sales from continuing operations in the fourth quarter were $1.078 billion, up 31.3% from a year ago. Its gross profit also grew to $312 million, 28.9% of net sales, versus $253 million, or 30.8% of net sales, a year ago.

Gildan said net sales from continuing operations for the year reached $3.619 billion, up 11% from a year ago and gross profit rose to $1.13 billion, up $126 million from last year.

Over the next 18 months, it plans to construct and develop its second textile facility within its Bangladesh complex, with initial production expected to start in the latter part od 2027.

Gildan said it expects revenue of $6 billion to $6.2 billion in 2026.

The company is a leading manufacturer of everyday basic apparel. It owns and operates vertically-integrated, large-scale manufacturing facilities in Central America, the Caribbean, North America and Asia.

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Transit DOOH advertising surges in Canada as commuters return to public transit: Vistar Media Canada

By
Mario Toneguzzi
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Vistar photo
Vistar photo

As back to work mandates are seeing commuters return to buses, subways and streetcars, and brands look for high-impact ways to reach audiences beyond saturated digital feeds, public transit is emerging as one of the most powerful frontiers for digital out-of-home (DOOH) advertising. 

Vistar Media Canada is seeing growing demand for transit-based DOOH thanks to its scale, built-in dwell time and ability to deliver real-time, data-driven messaging to people literally on the move. 

Drawing on Vistar’s recent analysis of how DOOH reaches mobile audiences, Scott Mitchell, Managing Director of Vistar Media Canada, said transit DOOH stands out because of the quality of attention it delivers. 

“People aren’t just passing screens; they’re waiting on platforms, riding vehicles, and moving through the same spaces at the same times every day. That creates moments of genuine attention, not just visibility,” he said.

“In Canada especially, large transit media owners like Pattison Outdoor have continued investing in digital infrastructure across major systems, so as ridership rebounds, brands are accessing scale in addition to smarter, more flexible inventory. In a fragmented media environment, that kind of consistency and modernization really matters.”

Mitchell said programmatic has made transit a flexible, always-on part of the media plan rather than a fixed, one-off buy. 

Scott Mitchell
Scott Mitchell

“Instead of locking in static placements weeks or even months in advance, brands can activate transit alongside other digital channels and adjust messaging in real time by time of day, location, or even changing conditions like weather. That flexibility makes transit feel far more responsive and relevant to commuters in the moment. It’s still the same high-impact canvas, but now with the agility and optimization marketers expect from digital channels,” he said.

Transit naturally creates extended exposure. Commuters are waiting, riding, and returning to the same spaces day after day, which allows messages to sink in over time. That repetition builds familiarity, and familiarity builds trust. When a brand becomes part of someone’s daily routine, even passively, it’s far more likely to influence behaviour, whether that’s driving a search, a store visit, or a purchase decision later on, added Mitchell.

“Transit DOOH is increasingly being used as a powerful entry point into the consumer journey. Brands are using screen exposure to spark interest, then following up with mobile retargeting to reinforce messaging later in the day when people are closer to action. QR codes are also being used more thoughtfully, not as a novelty but as a clear invitation to engage whether that’s to explore an offer, learn more, or pick up where the message left off. That physical-to-digital connection helps transit move beyond awareness and play a more measurable role in performance-driven campaigns,” said Mitchell.

Across Canada, transit systems are becoming more digitally connected, and that’s creating new opportunities for advertisers, he noted.

“Smarter infrastructure brings better data, more flexibility, and improved campaign optimization. As a result, transit is evolving from a traditional media buy into a more modern, addressable channel, one that aligns closely with how urban audiences actually move through their day and interact with media in the real world.”

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64% of wealthy Canadians say they’ve switched to cheaper products in the past year: Omnisend

By
Mario Toneguzzi
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cottonbro studio photo
cottonbro studio photo

A new Omnisend survey of 1,072 U.S. consumers finds that 64% of Canadians earning$100,000 or more say they’ve switched to cheaper products in the past year.

Among high-income respondents who say they are trying to save money, Omnisend said many are doing so at higher rates than the general population:

  • 43% say they have substituted name brands with store brands, compared with 38% of all consumers. 
  • 17% say they’ve knowingly switched to dupes, versus 13% overall.

In addition, 29% of affluent respondents say they’ve bought second-hand or refurbished products, underscoring a broader shift toward price-conscious behaviour, added Omnisend.

Marty Bauer
Marty Bauer

“It’s not just about stretching tight budgets – even wealthier shoppers are evaluating brands and price points more critically. In many cases, store brands and affordable alternatives now deliver perceived value equal to premium options, and that’s reshaping expectations for how consumers choose what to buy,” said Marty Bauer, Ecommerce Expert at Omnisend.

Six-figure earners aren’t just switching brands — many are also holding out for better prices, said Omnisend. Among wealthy Canadians:

  • 58% say they abandon online shopping carts on purpose, expecting a discount or reminder email.
  • 31% say they started buying in bulk to reduce per-item cost, compared to  24% of lower-income Canadians
  • 29% say they track prices over time before buying, versus 24% of lower-income consumers

The findings suggest that paying full price is increasingly the exception, even for households with higher incomes.

“There’s a growing assumption that the sticker price isn’t the final price,” said Bauer. “Once consumers get used to waiting for a sale or better offer, that becomes the baseline for every purchase, regardless of income. Brands are now competing not just on product but on timing.”

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