Home Blog Page 285

Canadian trust in AI is low, survey finds

By
Craig Patterson
-
AI shopping cart. Image: Unsplash

A new national study reveals that Canadians have little faith in artificial intelligence technologies, particularly AI-powered search tools. The survey, conducted by Toronto-based digital marketing firm dNOVO, asked more than 2,000 Canadians to rate their trust in a wide range of industries, companies, and technologies. AI search tools came in last, with a trust rating of just 1.91 out of 5, behind even lawmakers at 2.08.

At the opposite end of the spectrum, healthcare providers ranked as the most trusted industry, earning an average score of 3.77 out of 5. Traditional service sectors such as plumbing and HVAC followed with 3.08, while tech companies (2.38), financial services (2.44), insurance (2.35), and government services (2.34) all fell into what researchers described as a “low-trust zone.”

According to the study, this growing skepticism toward digital tools signals a pivotal moment for businesses that depend on AI-driven discovery or recommendation. As AI becomes more visible in consumer search and marketing, Canadians appear increasingly wary of its influence and transparency.

“If it’s free, you’re the product”

Ben Treanor, founder and managing director of Break of Dawn, which collaborates with dNOVO on research and communications initiatives, says the low scores reflect genuine unease around data privacy and manipulation.

“People are much more careful about data collection and what’s actually being recorded,” said Treanor. “If something’s free, you’re the product. That’s something that younger people should be a little more aware of.”

He noted that many Canadians remain unsure what happens to personal data shared through AI chat and search tools. “People are freely putting in their medical data or their legal problems — very sensitive information that you probably wouldn’t tell your next-door neighbor — but you’re happy to tell it to a company like OpenAI,” Treanor explained. “There may be some pushback on that eventually.”

Word-of-mouth remains most trusted

The study also examined what Canadians rely on when deciding which companies to trust. Despite the surge in digital information sources, recommendations from friends and family still rank highest, scoring 4.31 out of 5.

Online communities such as Reddit perform well with a score of 3.85, followed by Google Reviews at 3.25. Yet AI-generated recommendations landed last at 1.92, reinforcing the perception that Canadians place little confidence in machine-generated advice.

Treanor said the results confirm what many marketers already sense. “People very much like to read experiential testimony from other people in niche communities, but word of mouth still beats that,” he said. “It’s interesting that the oldest of all these methods remains the most trusted.”

What breaks consumer trust

The dNOVO survey asked Canadians which actions most often cause them to lose trust in a business. Dishonesty or sharing misleading information was the top reason, cited by 26 percent of respondents. That was followed by poor product or service quality (21 percent), negative or discriminatory behavior by a company or its employees (13 percent), privacy violations (12 percent), and poor customer service (9 percent).

For retailers and service providers, the message is straightforward. Canadians value honesty and quality above all else. Once a business is perceived as deceptive, it becomes very difficult to win consumers back, even if prices are competitive or products are popular.

Retailers should tread carefully with AI integration

As artificial intelligence becomes more visible in search, shopping, and personalization, Treanor cautions that retailers should focus on clarity and consent. “We’re predicting a shift from review websites with affiliate links to those same monetized recommendations showing up directly in AI,” he said. “If that isn’t fully apparent to consumers, I think people will really come to distrust it.”

He explained that this evolution could funnel more revenue back to major AI platforms at the expense of independent websites, blogs, and news outlets. “A lot of bloggers have been making their living this way,” Treanor said. “But in the last Google update, many saw their traffic drop by 90 percent overnight. The line between what is news and what is an advertisement is getting more blurred every day.”

A cautious Canadian consumer

For Canadian retailers and brands, the findings underscore the need for transparency, consistency, and human connection. While AI tools can improve efficiency behind the scenes, such as inventory management or fraud detection, Canadians remain skeptical of AI as a trusted advisor or recommender.

Retailers that use AI in marketing or customer engagement should clearly explain how data is collected and ensure that any automated communication feels personal and ethical. The survey also suggests that authentic, in-person experiences and peer recommendations carry far more weight than algorithmic suggestions.

“Older Canadians aren’t rejecting AI outright,” said Treanor. “They’re withholding judgment until it proves itself reliable.”

Building trust in an AI-driven marketplace

The dNOVO survey provides a roadmap for how companies can maintain credibility in an increasingly automated economy. That begins with earning, and keeping, consumer trust through transparency, integrity, and service quality.

Canadians are pragmatic. They may use AI-powered tools daily, but they are not yet ready to hand over decision-making to machines. Businesses that communicate openly about how technology supports, rather than replaces, human judgment will stand out.

The lesson is simple but timely: trust must be earned the human way, even in an age of AI.

More from Retail Insider:

H&R REIT selling 27 Canadian retail properties and some office properties for $1.5 billion

By
Mario Toneguzzi
-
Photo: H&R REIT
Photo: H&R REIT

H&R Real Estate Investment Trust announced Tuesday it has entered into binding agreements with multiple buyers to sell retail and office properties in Canada and the United States.

Total gross proceeds before transaction costs amount to $1.5 billion which approximates the September 30, 2025 aggregate IFRS values for these assets, said the REIT.

Tom Hofstedter, Executive Chair and Chief Executive Officer, said: “These sales accelerate the REIT’s portfolio simplification strategy of selling office and retail properties, while reducing leverage and positioning the REIT to drive sustainable long-term value for all unitholders. In June 2021 when we announced the strategy, our Residential and Industrial segments amounted to 35% of our total portfolio. After these sales, our Residential and Industrial segments will amount to 83% of our total real estate assets. We will begin to market a number of other properties to aggressively accelerate this strategy.”

The assets to be sold are:  

 1) H&R’s non-managing 33.1% ownership interest in Echo Realty, L.P.’s U.S. retail portfolio;
 2) 27 Canadian retail properties;
 3) Hess Tower, a Houston office property;
 4) 145 Wellington, a downtown Toronto office property; and
 5) 88 McNabb, an office property in the Greater Toronto Area (“GTA”).

“These assets contributed $33.3 million to Q3 2025 Same-Property net operating income (cash basis) which does not reflect the impact of Hess Corporation’s previously announced plan to vacate one-third of the Hess Tower in June 2026, representing 278,850 square feet of space. Had these sales and the anticipated debt repayments been made at the end of Q2 2025, Funds from Operations (“FFO”)  in Q3 2025 would have been lower by approximately $0.06 per unit. H&R expects its proforma debt to Adjusted EBITDA at the REIT’s proportionate share before any unit repurchases to be 8.7x. H&R expects to keep this ratio below 9.0x on a go-forward basis. H&R expects to incur approximately U.S. $0.9 million in U.S. taxes upon the sale of these assets,” explained the REIT.

“Following the completion of the $1.5 billion of sales, the proportion of the REIT’s portfolio comprised of Residential and Industrial assets will increase from 69% to 83%. The only remaining retail sq.ft. will be part of a mixed-use property at River Landing in Miami comprising 528 residential units, 341,771 sq.ft. of retail space and 149,178 sq.ft. of office space.”

The sale of one retail property is expected to close in Q4 2025 and the rest of the property sales are expected to close in January 2026. The sales are subject to customary closing conditions. The sale of 88 McNabb, a 74,592 square foot office property in the GTA, is still subject to the buyer’s due diligence, added the REIT.

H&R said it remains in negotiations to sell two Canadian office properties in Toronto (310, 320 & 330 Front St. W. and 25 Sheppard Ave. W.). H&R is not expecting to enter into any other binding sale agreements in 2025. 

H&R REIT is one of Canada’s largest real estate investment trusts with total assets of approximately $9.6 billion as at September 30, 2025. H&R REIT has ownership interests in a Canadian and U.S. portfolio comprised of high-quality residential, industrial, office and retail properties comprising over 25.7 million square feet.

More from Retail Insider:

Salvation Army opens 40th Ontario Thrift Store

By
Mario Toneguzzi
-
Every purchase and donation made at The Salvation Army Thrift Store directly contributes to the organization’s mission of giving hope and transforming lives. (CNW Group/The Salvation Army Thrift Store – National Recycling Operations)

The Salvation Army Thrift Store is opening a new 10,000-square-foot location in Peterborough on Nov. 27, marking the organization’s 40th store in Ontario.

The store, located at 81 George St. N, will offer a range of affordable clothing and household goods. The organization says proceeds from purchases and donations help fund local Salvation Army programs, including food banks, shelters, addiction rehabilitation and emergency relief services.

Ted Troughton
Ted Troughton

“As more people look for ways to stretch their budgets while making sustainable choices, we’re thrilled to open our doors in Peterborough,” said Ted Troughton, managing director of The Salvation Army Thrift Store.

 “This new location will provide an accessible shopping experience for individuals and families while helping fund Salvation Army programs and services that support those in need.”

Troughton said each new store contributes to the organization’s community work.

“Each store opening is more than an expansion. It’s an opportunity to make a difference,” he said. “Together with our donors and guests, we’re helping build stronger, more resilient communities, and we can’t wait to celebrate with everyone at the grand opening this Thursday at 10 a.m.”

The new store will sell gently used clothing, household items, electronics, art and books. Shopping hours are Monday to Saturday from 10 a.m. to 8 p.m., and donations are accepted daily. A full list of accepted items and store hours is available at thriftstore.ca.

The Thrift Store (National Recycling Operations) is a non-profit organization and the only national division of The Salvation Army. Through its 95 Thrift Stores across Canada, the organization offers savings on gently used clothing, textiles, and household items while generating funds to support local programs, services, and emergency relief efforts. As one of the country’s largest textile collectors and a leader in textile diversion in the charitable sector, The Salvation Army Thrift Store diverted over 80 million pounds of items from landfills last year.

More from Retail Insider:

Holiday shoppers lean on AI for deals but remain cautious about next iteration of AI-powered buying: KPMG

By
Mario Toneguzzi
-
Photo: Antoni Shkraba Studio
Photo: Antoni Shkraba Studio

Ahead of Black Friday and Cyber Monday, more than three-in-four Canadians (78 per cent) say they plan to use artificial intelligence (AI) tools to guide their holiday shopping this season, finds a new KPMG in Canada survey. 

Yet, almost as many (76 per cent) expressed hesitancy about relying entirely on agentic AI to do their shopping, saying it would feel impersonal and take the sentimental touch away from gift giving, said the report.

“Most consumers already use AI-powered tools, like personalized recommendations, product reviews, price comparisons on retailer websites and apps, and conversational platforms like ChatGPT or Gemini, to research deals,” explained KPMG.

“Agentic AI goes a step further, helping consumers plan and prepare actions, such as building a shopping cart or scheduling delivery, but still requiring user confirmations at key steps. The next iteration will be autonomous agentic AI agents that can manage tasks end-to-end from placing orders to arranging returns with minimal human intervention. While major U.S. retailers are already piloting these solutions, in Canada, adoption is still in its early stage.

Elliot Marer
Elliot Marer

“Canadians want the best deals and are turning to AI tools to help, especially as many households are feeling the pinch of rising costs,” said Elliot Marer, National Leader, Consumer and Retail, KPMG in Canada. “Whether browsing for deals, checking store stock or reading reviews, consumers are using technology to plan before they buy. However, when it comes to agentic AI shopping agents, Canadians remain hesitant, with most (86 per cent) wanting to remain in control.

“For retailers, building trust will be critical through transparency, easy opt-ins, and human-in-the-loop options, so that technology enhances rather than replaces the personal touch at the heart of holiday shopping.”

Key survey highlights:

  • 78 per cent of 1,200 Canadians say they are likely to use AI before choosing where to shop;
  • 32 per cent very likely;
  • 46 per cent somewhat likely;
  • 14 per cent unlikely;
  • 8 per cent very unlikely;
  • 72 per cent say agentic AI-powered shopping feels impersonal;
  • 60 per cent feel agentic AI takes away the personal touch of holiday shopping;
  • 86 per cent want to approve every step before an AI agent acts, 50 per cent of who strongly agree

According to the survey, KPMG said excitement and curiosity in AI shopping agents is strongest among younger Canadians, 54 per cent among those 18 to 24, 42 per cent among 25-34, and 39 per cent between 35-44 years old. Interest declines with age, dropping to 22 per cent among those 55-64 and 19 per cent among adults 65-84.

The survey shows that 57 per cent of consumers want an AI agent to automatically apply the best discounts and offers at checkout, 52 per cent would like personalized product recommendations across retailers, and 51 per cent want proactive alerts when items go on sale or return to stock, said KPMG.

Photo: Tima Miroshnichenko
Photo: Tima Miroshnichenko

Additionally, 38 per cent say they’d be more likely to use an AI agent if it managed loyalty and rewards programs.When asked what specific tasks  they’d be most comfortable using AI agents for, 44 per cent say comparing prices or applying coupons, 31 per cent say checking store inventory, and 30 per cent say finding gift ideas or personalized recommendations. However, 33 per cent say they wouldn’t be comfortable using any kind of agentic AI agent. Sixty per cent of respondents said they would feel uncomfortable allowing an autonomous end-to- end AI agent to make purchases on their behalf, it said. 

“Overall, we are seeing a more tech-savvy yet cautious consumer, one who embraces digital convenience but demands transparency and choice. Canadians are ready to use these tools but not to surrender control,” said Marer.

The report said privacy and control remain the key barriers to adoption. According to the survey, 78 per cent of Canadians express concern about the privacy of their personal data when using agentic AI agents to shop. Eighty-five per cent agree they’re not comfortable sharing financial details with AI tools, over half (52 per cent) strongly agreeing.

Katie Bolla
Katie Bolla

“Consumers demand convenience, but trust has become equally important to them,” said Katie Bolla, Partner, Customer and Retail Solutions, KPMG in Canada. “Retailers and AI developers need to communicate clearly about data use, security and consent if they want to build confidence in agentic AI tools.”

While most Canadians (58 per cent) plan to combine online and in-person shopping this holiday season, more consumers (14 per cent) plan to do all their shopping in-person, compared to those planning to shop exclusively online (9 per cent). Nearly two-thirds (64 per cent) of consumers planning to do their shopping solely in-person are 55 to 85 years old, predominantly baby boomers. This compares to only 13 per cent aged between 18 to 34, and only 12 per cent aged 35-54, added the survey.

“While internet use among older adults continues to grow, baby boomers tend to like brick-and-mortar shopping, preferring to see, touch and try products,” said Marer. “In-store shopping is also a social activity that can be meaningful for older consumers. The proliferation of online scams and data breaches has heightened concerns among older adults, affecting their willingness to transact online. That makes it even more important for retailers to use AI to enhance, not replace, that in-person experience. Tools like personalize recommendations, real-time inventory checks and loyalty optimization can bridge the gap between convenience and trust.”

When it comes to stablecoins, a type of cryptocurrency pegged to fiat sovereign currencies like the Canadian dollar, the survey finds that nearly two-thirds (63 per cent) of Canadians would not use them, 12 per cent say they might and only 4 per cent say they would prefer to. Interestingly, when asked what their main concerns were around stablecoins, 43 per cent say they don’t trust cryptocurrencies. Still, 30 per cent admitted that they don’t understand them, added the report.

Kareem Sadek
Kareem Sadek

“Canadians’ hesitancy is understandable, but the landscape is changing. With more focused, dedicated federal frameworks for stablecoins being introduced, requiring fully reserved, bankruptcy‑remote custody and clear redemption rights, we expect confidence to improve as regulatory safeguards take hold,” said Kareem Sadek, Partner, Advisory, Emerging Tech Risk Leader and Digital Assets and Blockchain Leader, KPMG in Canada. “Trust is built through transparency and education. As Canadians learn how fiat‑backed stablecoins will be structured in Canada, requiring high‑quality liquid reserves and oversight by the Bank of Canada with ministerial safeguards, the benefits will become clearer.

“For retailers, stablecoins can streamline payments by lowering processing costs, accelerating settlement, and reducing chargeback exposure through transparent, auditable blockchain rails. These efficiencies can translate into lower transaction fees and better cash flow for businesses. Consumers could see faster, more secure payment experiences with the potential for more seamless pricing and loyalty integrations within digital wallets. Stablecoins aren’t the same as speculative cryptocurrencies, they’re designed to stay stable and serve as a practical, cost-effective way to make payments.”

More from Retail Insider:

Air Canada and Tilley Release Limited Bucket List Hat

By
Lee Rivett
-
Image: Tilley Endurables

Air Canada and Tilley Endurables have partnered on a limited-edition travel accessory that links two of Canada’s most recognizable brands. The new Air Canada x Tilley Bucket List Hat is being released this month as a collaborative version of Tilley’s classic T1 model, designed to highlight both companies’ ties to exploration and Canadian identity.

The hat, produced in a black version of Tilley’s traditional silhouette, includes a distinctive interior feature. Under the brim, Tilley has printed the names of ninety Air Canada destinations, marking the first time the company has incorporated a destination-based print into one of its hat models. The item is being manufactured in Canada and is priced at 109 dollars, available through Tilley flagship stores and the brand’s online store while supplies last.

Joe Mimran, Co-Owner and Chairman of Tilley Endurables, said the collaboration reflects the long lifespan of the Tilley brand and its close association with travel. “The bucket hat is more than an accessory, it is a timeless symbol of style and exploration,” Mimran said. “For decades the legendary Tilley hat has proven its staying power. This collaboration with Air Canada celebrates that enduring legacy, ensuring this iconic hat remains a trusted companion for adventurers.”

Joe Mimran

A Product Meant to Align With Air Canada’s Expanding Network

The release comes at a time when Air Canada is expanding its international service following a year of operational recovery. The airline recently reported third quarter revenue of $5.774 billion, despite a five percent decline following labour disruptions earlier in the year. Bookings in premium cabins and transatlantic markets have shown improvement, and the airline has emphasized renewed consumer demand for international travel.

Air Canada executives positioned the Air Canada x Tilley Bucket List Hat as a reflection of that broader travel demand. Andy Shibata, Vice President of Brand at Air Canada, said the partnership was conceived to highlight the role of exploration in the company’s identity. “Exploration is part of who we are as Canadians,” Shibata said. “We are naturally curious, always wanting to see what is beyond the horizon. The Bucket List Hat is a reminder of the places that inspire us and the journeys that shape us.”

The destinations printed under the brim include major cultural centres such as Paris and Tokyo, as well as secondary markets like Naples, Porto, and Prague, which the airline has promoted as emerging travel stops. Air Canada plans to introduce new routes this winter to Guatemala, Guadalajara, Rio de Janeiro, and additional South American cities. By summer 2026, service will extend to Mallorca, Catania in Sicily, and Budapest, further expanding the international network represented on the hat.

Tilley’s Continued Expansion Under New Ownership

For Tilley Endurables, the collaboration marks another step in the brand’s strategy to broaden its reach in both domestic and international markets. Founded in 1980, the company has long been associated with durable outdoor apparel and purpose-built headwear. The passing of founder Alex Tilley in October 2025 marked a significant moment for the brand, which has operated under the ownership of Gibraltar and Company since its acquisition from Re:Capital.

The company continues to manufacture products in Canada and maintains a network of retail stores in Toronto, Oakville, Calgary, and other major markets. It has invested in broader product ranges, including workwear distributed through partners such as RONA, and continues to provide hats to the Canadian Armed Forces. The company’s website serves as a major sales channel, supported by a thirty-day return policy and free shipping thresholds, in line with competitive retail norms.

The collaboration with Air Canada aligns with Tilley’s recent strategy of using partnerships to reach wider consumer segments. While the brand previously built its identity on functional travel gear, it has increasingly positioned itself within lifestyle and fashion spheres through seasonal collections and limited-edition releases.

Details of the Limited-Edition Model

The Air Canada x Tilley Bucket List Hat retains the core elements of the T1 model, a design known for durability and water-repellent fabric. The exterior includes Air Canada’s maple leaf rondelle, a brand element typically reserved for airline marketing. The interior print marks a departure from Tilley’s usual approach to understated design, intended to serve as a visual reference to the range of destinations accessible through Air Canada’s network.

Although the hat is being marketed as a collectible item, it is also intended to function as a standard travel accessory. The material composition and construction follow Tilley’s established manufacturing processes, including reinforced stitching and a design intended to withstand extended wear in varying climates.

Tilley is producing the hat domestically, a point the company emphasized as part of its ongoing commitment to Canadian craftsmanship. The limited nature of the item is expected to drive demand among both frequent travellers and consumers familiar with Tilley’s historical product line.

Travel Demand Shapes Consumer Interest

The release enters a market environment in which travel-related products have seen renewed attention. With international travel volumes increasing and interest in long haul destinations recovering since 2023, retailers across Canada have expanded product offerings tied to travel culture. The promotional nature of the Air Canada x Tilley Bucket List Hat positions it within this trend, with both companies using the collaboration to highlight their respective roles in Canadian travel.

The destination list under the brim has been presented by Air Canada as a representation of its evolving global reach. The airline carried millions of passengers last year across six continents and continues to expand service to both established and emerging tourist regions. The hat therefore functions as a symbolic extension of the airline’s brand identity as Canada’s national carrier.

For Tilley, the hat is an opportunity to reinforce the association between its heritage designs and contemporary travel patterns. While Tilley products historically appealed to outdoor and adventure consumers, the company has been broadening its audience through collaborations and updated product lines.

More from Retail Insider:

Purolator to handle 52 million holiday parcels

By
Mario Toneguzzi
-
Image: Purolator

Purolator says it expects to process more than 52 million parcels during the 2025 holiday season, averaging 1.3 million packages a day between Nov. 1 and Dec. 24.

The company released its annual peak-season forecast recently, noting that couriers across the country have begun the busiest stretch of the year. Purolator describes itself as a leading Canadian integrated freight, package and logistics provider.

“This holiday season, Purolator is proud to bring Canadians more than parcels – we’re delivering cheer from coast to coast,” said Jacqueline Jennings, director of retail at Purolator.

“With more than 3,000 secure access points for easy package drop-off and pick-up, and special holiday rates to make shipping more affordable, we’re helping Canadians share holiday moments with family and friends and support locally owned businesses. Our network is prepared for the holiday rush, ensuring businesses can ship with confidence and customers receive their deliveries across Canada and beyond.”

Jacqueline Jennings
Jacqueline Jennings

The company said its fleet travelled approximately 18.3 million kilometres during the 2024 peak season, using delivery vans, all-electric vehicles and e-bikes. Purolator expects to cover a similar distance this year.

Forecasts for 2025 include more than 52 million packages processed nationally, more than 1.3 million packages handled daily and 626 million pounds of courier weight. According to the company, that weight is equivalent to more than 41.7 million 15-pound turkeys.

Purolator said it has expanded its network to more than 3,000 access points across the country to make holiday shipping easier. Seasonal rates offer up to 40 per cent off domestic and international shipments at Purolator Shipping Centres. The company’s Flat Rate Box program remains available at Purolator Shipping Centres and partner locations.

In 2025, the company added more than 250 all-electric vehicles to bring its total to more than 500 EVs, expanded its Purolator Your Way tracking and delivery-personalization app, added 65 new PARCELPOINT drop-off and pick-up locations, introduced Amazon pickup counters at 2,300 access points and expanded label-free return options at more than 2,200 retail locations.

More information about holiday services is available at purolator.com/deliveringcheer.

More from Retail Insider:

How Canadians shop Black Friday 2025: Vividata

By
Mario Toneguzzi
-
Photo: Andrea Piacquadio
Photo: Andrea Piacquadio

New data from Vividata’s Fall 2025 SCC | Study of the Canadian Consumer shows Canadians are blending social discovery, second-hand shopping and strong value-seeking behaviour as they head into Black Friday and Cyber Monday.

Pat Pellegrini
Pat Pellegrini

“Canadians aren’t just bargain-hunting they’re reshaping how they shop,” said Pat Pellegrini, president and CEO of Vividata.

“They’re blending social discovery, trusted recommendations, online convenience, and resale options into a single decision-making process. It’s a much more intentional, experience-driven retail journey than we’ve seen in the past.”

The study finds shoppers rely on a mix of digital and in-store cues. Nearly five million Canadians use social media to learn about new brands and products.

According to Vividata, 37 per cent of consumers discover new brands through social media, while 44 per cent rely on word-of-mouth, 35 per cent find items through in-store browsing, 14 per cent say influencers shape their choices and 21 per cent say celebrities influence their purchases.

Anil Rege
Anil Rege

“Canadians are now treating shopping like content,” said Anil Rege, fractional chief marketing officer at Vividata. “They move from inspiration to purchase quickly often in the same moment and expect brands to show up with experiences that feel credible, relevant, and easy to act on.

“The shape of today’s path to purchase has moved from a straight line to an infinity loop. The brands that win this Black Friday and Cyber Monday will be the ones who show up where consumers are — at every loop of the journey — with messaging that resonates the moment the impulse strikes.”

The findings show shoppers remain focused on deals, with 70 per cent always looking for special offers, 64 per cent seeking the lowest prices and 60 per cent using all available sales, coupons and deals. Nearly half say they will switch from a favourite brand if another is on special. Cyber Monday shoppers are 16 per cent more likely to use email coupons.

“These behaviours show that Canadians are extremely strategic shoppers,” Rege said. “They’re comparison-shopping, watching for offers, and stretching every dollar and they’re willing to change brands if the value equation shifts.”

Photo: Pavel Danilyuk
Photo: Pavel Danilyuk

According to Vividata, 36 per cent of shoppers have increased their online shopping frequency and 23 per cent report greater use of second-hand platforms such as Facebook Marketplace, Kijiji and eBay. Black Friday and Cyber Monday shoppers spend an average of $376 a month online, often allocating a larger portion to clothing, footwear and accessories.

The study also highlights where Canadians shop online. Monthly unique visits include Amazon at 82 per cent, Temu at 57 per cent, Walmart at 42 per cent, Canadian Tire at 29 per cent, Etsy at 17 per cent and Shein at 15 per cent. The insights come from Vividata’s Fall 2025 SCC | Study of the Canadian Consumer and SCC/Digital, based on more than 75,000 respondents across the country.

More from Retail Insider:

MLSE Opens Holiday ‘Fan Access’ Pop-Up at Sherway Gardens

By
Lee Rivett
-
Real Sports in Toronto. Photo: Scotiabank Arena

Maple Leaf Sports and Entertainment is bringing its teams directly to holiday shoppers this year with a new installation at CF Sherway Gardens. From November 28 through December 31, fans of the Toronto Maple Leafs, Toronto Raptors, Toronto FC and Toronto Argonauts can visit a dedicated retail and experience space offering merchandise, memorabilia, ticketing options and live appearances by players and alumni.

The initiative, called the Fan Access holiday pop-up, is part of MLSE’s effort to extend its teams’ presence beyond Scotiabank Arena during one of the busiest shopping periods of the year. The company is positioning the pop-up as a retail environment that blends shopping with live engagement, rare items and franchise storytelling.

The concept arrives at a time when CF Sherway Gardens continues to evolve its mix of tenants. The mall has adapted following the departures of Hudson’s Bay, Nordstrom and Saks Fifth Avenue, and it is now leaning more heavily into stand-alone boutiques, dining destinations and branded experiences designed to drive foot traffic.

CF Sherway Gardens. Image: Cadillac Fairview

Merchandise, Experiences and Game Access

The Fan Access space goes further than a typical seasonal shop. Visitors will find products from Real Sports Apparel, MLSE’s flagship retail brand, but also several features meant to draw fans who want more than a jersey. The pop-up offers game tickets, Scotiabank Arena tour passes, game-worn items, on-site cresting and a selection of exclusive memorabilia that is usually reserved for the retailer’s Scotiabank Arena store.

Holiday gift wrapping is available with proceeds supporting MLSE Foundation. Fans can also watch live games inside the space and browse displays that highlight key moments in the history of the Maple Leafs, Raptors, Toronto FC and the Argonauts.

“Following the overwhelming positive reception to the Fan Access in-app platform, we challenged ourselves to pursue even more unique and impactful ways for fans to experience meaningful connection to our teams beyond the arena and the game,” said Shannon Hosford, Chief Marketing Officer at MLSE. “With special guest drop-ins, access to exclusive memorabilia and more, the Fan Access pop-up lets Toronto sports fans embed their favourite teams and players into their holiday traditions like never before.”

Players and Alumni Expected at the Pop-Up

MLSE plans to use the month-long run to bring in high-profile guests. Opening day on Black Friday will feature Maple Leafs alumnus Wendel Clark. Throughout December, current Maple Leafs and Raptors players will appear, along with alumni from the four franchises. Scheduled guests include Jamaal Magloire of the Raptors, Sebastian Giovinco of Toronto FC, Michael Pinball Clemons of the Argonauts, and Maple Leafs legends Darryl Sittler and Curtis Joseph. Team mascots will also participate.

The full appearance schedule is available at FanAccess.ca. MLSE is treating these visits as an anchor of the pop-up, intended to boost daily traffic and bolster the overall draw.

Real Sports in Toronto. Photo: Scotiabank Arena

Building on the Digital Fan Access Platform

The installation extends MLSE’s broader Fan Access program, which launched in the fall through the Maple Leafs and Raptors apps. That platform offers exclusive content, contests and experiences designed to deepen engagement with fans. By translating the program into a physical location, MLSE is testing how a hybrid approach might encourage stronger loyalty while reaching audiences outside the arena.

The Fan Access holiday pop-up also reflects MLSE’s increasing focus on year-round engagement. While the company’s teams remain among the most followed in Canadian sports, particularly the Maple Leafs and Raptors, MLSE has been expanding the commercial and experiential side of its business. Retail has become an important channel in that strategy.

More from Retail Insider:

Furble: Affordable Pet Prescription Service Online Launched

By
Mario Toneguzzi
-
Image: Furble
Image: Furble

Furble, a new Canadian-built platform to safely and legally fill pet prescriptions online, along with food and wellness products, has officially launched nationwide. 

With 50% of Canadian pet owners skipping vet visits due to rising costs, Furble said it helps close the gap by connecting pet parents to licensed community pharmacies for affordable, convenient care delivered right to their door.

Founded by a team of experts in veterinary medicine, pharmacy, and healthcare, Furble was built to fix a problem Canadians have been facing for far too long: accessing affordable pet care. While e-commerce has transformed nearly everything Canadians buy, pet parents still had no trusted homegrown platform to fill prescriptions online legally and safely, it said.

Furble said it changes that – delivering prescriptions, food, and wellness products straight to owners’ doors while supporting veterinarians, and giving pet parents confidence that their pets are getting the care they deserve. 

Lisa MacIntyre-Smith
Lisa MacIntyre-Smith

“As a long-time pet parent, I know how much our animals mean to us, and I’ve always been passionate about improving how we care for them,” said Lisa MacIntyre-Smith, CEO of Furble. “That’s what inspired Furble: to create an accessible and affordable, Canadian-built platform so families don’t have to choose between essential vet visits and the prescriptions and products their pets rely on. Every order supports pets getting the care they deserve while giving back to animals in need, driving real change for families and veterinarians across Canada.” 

How Does Furble Work?

After their veterinarian recommends a medication for their pet, pet parents can visit Furble to compare products, view transparent pricing, and select fulfillment options. Their veterinarian would then send their pet’s prescription to one of Furble’s licensed pharmacy partners, who would then process and deliver the order directly to the pet parent’s door, making care more efficient and accessible for pets and their families while supporting every step of a pet’s health journey, explained the company.

A portion of profit supports Canadian animal charities, and the Furble team further gives back to the community by regularly volunteering with these organizations, creating a ripple effect that strengthens not just individual families but the wider community of pets, caregivers, and veterinary professionals across Canada, it added. 

MacIntyre-Smith said rising costs are reshaping how Canadians care for their pets as nearly 50% of Canadian pet parents report skipping or avoiding vet visits due to financial concerns, highlighting how inflation and economic concerns are influencing decisions about essential care. 

Photo: Furble
Photo: Furble

“Pet owners are increasingly prioritizing convenience, value and affordability when purchasing pet products and services, especially for prescriptions and specialized items,” she said.

“Furble, the Canadian-built e-commerce platform, addresses this gap by offering vet-approved medications, food, and wellness products online, delivered directly to consumers’ homes. By combining accessibility with cost transparency, Furble gives pet parents an alternative to traditional clinic-based purchases while supporting veterinarians and local pharmacies.”

She said accessing essential pet prescriptions, supplements and wellness products can be complicated, time-consuming, and expensive. Limited availability, inconsistent pricing, distance and time constraints can make managing a pet’s health stressful, especially for pets with chronic conditions or special dietary needs. 

“This, alongside rising costs, is forcing families to make tough trade-offs that can impact their pets’ health. Furble partners with licensed Canadian pharmacies and veterinarians to simplify access while ensuring regulatory compliance, clinical oversight, product quality and safety. This Canadian-owned model ensures pet parents have reliable, consistent, and safe options while supporting local communities,” she added.

Furble’s ecommerce model improves accessibility, affordability, and trust in online pet care, said MacIntyre-Smith.

Photo: Furble
Photo: Furble

“Furble solves these challenges by connecting pet parents to licensed Canadian pharmacies, allowing prescriptions to be safely filled online, in accordance with all industry regulations. Orders, including medications, food and wellness products, are delivered directly to the door, improving accessibility and convenience,” she noted.

“With transparent pricing, veterinary-prescribed products, and licensed pharmacists overseeing medication dispensing, Furble provides a trusted, affordable and convenient way for families to keep their pets healthy. By complementing existing veterinary services rather than replacing them, Furble positions itself as a community-driven solution in Canada’s growing digital pet care market.”

More from Retail Insider:

Is Black Friday Still Even A Thing? (Opinion)

By
Mario Toneguzzi
-
Photo: Max Fischer
Photo: Max Fischer

By Melody Neer, Content Specialist at True Media

Gone are the days of checking the ads and waiting in line at 5 a.m. (or even midnight). Both consumers and retailers are changing their mindsets around holiday shopping causing us to question – has the timeliness worn off?

Many retailers are starting earlier and spreading deals throughout the holiday season, starting as early as October. This is moving timelines, bringing more month-long deals and changing the concentration of when the best deals are happening. Last year, 87.3 million U.S. consumers still shopped online on Black Friday (NFC) but there is an evident shift happening. This year, major retailers like Walmart are shifting sales campaigns like Walmart holding two Black Friday events (Nov 14-16, Nov 28-30) along with online-only deals, membership deals and campaigns featuring partnerships to draw in a variety of shoppers. Target (among many brands and retailers) are doing an “early Black Friday” sale while also showcasing more savings through Target Circle and daily deals through the app.

Melody Neer
Melody Neer

While the week-long sprint between Thanksgiving and Giving Tuesday still is the prime focus, it’s no longer the retailers’ only focus or the “kick off” of the holiday shopping season. So since when has Black Friday shifted from one day to a month-long event?

Right now. As retailers are casting a wider net to capture more consumers throughout their buying journey, shoppers are seeking out better incentives. Some major retailers are bringing more member-exclusive deals, building the framework for repeat customers and loyalty beyond the holiday season, leaning into the shopping habits that buyers are showing – speciality and value. Consumers are looking for more bang for their buck, causing retailers to have to have to show up with these incentives to convert. Shoppers are looking for more value in their purchases this season, as they are seeking brands that offer quality, trust and a more meaningful shopping experience.

From economic uncertainty, supply chain limits and shipping delays to just searching for the right deals among expanded holiday windows – shoppers are juggling a lot of decisions. This is leading to more deliberate planning and purchasing decisions. Shoppers are buying but more cautiously, so the change in the traditional shopping windows benefits retailers who meet them at all stages of the buying process.

68% of shoppers are planning on utilizing digital resources to help inform their decision – from using AI to find the best deals to finding recommendations on social media, consumers are making more informed decisions (Deloitte). Consumers are trying to shop smarter, not harder when it comes to gift giving this season. Through this, shoppers are utilizing a broader approach and offering authentic, memorable shopping experiences. They are looking for retailers who are reducing pain points through added conveniences and offering seamless technology (like ordering online and offering pick up) and showcasing true experiences that feel worth the added time and money.

Photo: Max Fischer
Photo: Max Fischer

What do shopper habits mean for advertising? From the media perspective, it’s about shifting logistics to get in front of the right consumers at the right time.

Extending and splitting up campaigns into different flights to reach different audiences. Understanding your target audience and where they are showing up and being there when they are. Within that, having a variety in your media mix and clear messaging to meet shoppers where they are in the buying journey. Gen Z is more likely to research and discover on social media but more and more are buying in stores. Utilizing brand messaging and advertising across digital platforms while being intentional in your targeting to show up your consumers. Most of all, shoppers are looking for more authentic connections, so showing up for your audience is more important than ever.

Melody Neer is a Content Specialist at True Media. Melody is a mulit-hyphenate digital communications professional, specializing in content marketing and social media. With over 10 years in the MarComm space, she has developed a passion for strategic content marketing while combining a love for storytelling and a curiosity for digital and cultural trends. She works with the goal of creating captivating and engaging content that resonates with diverse audiences and meets business objectives.

More from Retail Insider:

1...284285286...1,416Page 285 of 1,416