Nearly every Canadian household shops at Dollarama.
A new survey from Field Agent Canada found that 96 per cent of Canadian households visited a Dollarama store within the previous 60 days, placing the Montreal-based retailer alongside Walmart as one of the country’s most broadly used retail chains.
The findings suggest Dollarama has evolved well beyond its traditional image as a discount retailer. Instead, the chain has become a mainstream shopping destination that attracts Canadians across income levels, regions and demographics.
The research comes as Dollarama continues to post strong financial results. In its recently reported first quarter, the retailer recorded a 5.6 per cent increase in comparable store sales, driven by a 3.5 per cent increase in transactions and a 2.0 per cent increase in average transaction size.
Dollarama’s Appeal Extends Across Income Levels
One of the survey’s most surprising findings was the consistency of Dollarama’s household penetration across income groups.
According to Field Agent Canada, household penetration ranged from 95 to 96 per cent regardless of income level, challenging long-held assumptions that the retailer primarily serves lower-income consumers.
“I don’t know if Canadians are getting poorer, but I think they’re definitely getting smarter,” said Jeff Doucette, General Manager of Field Agent Canada.
“People are doing the math. They’re comparing prices, looking at value, and making informed decisions about where they shop.”
Doucette said the data shows that higher-income households are shopping at Dollarama nearly as often as lower-income households.
“There are lots of households making more than $100,000 a year that go to Dollarama just as frequently as lower-income households,” he said.
He compared the trend to the rise of value-oriented retailers in Europe and Canada, where chains once associated primarily with budget-conscious consumers gradually attracted shoppers from across the income spectrum.
The findings suggest Canadians increasingly view value retailing as a smart shopping strategy rather than a necessity.
Convenience Has Become a Competitive Advantage
While economic pressures continue to influence purchasing decisions, Doucette believes convenience plays a major role in Dollarama’s success.
With more than 1,700 locations across Canada, the retailer has built a dense store network that allows many consumers to shop close to home, work or other daily destinations.
“Part of it is definitely budget pressure, but a big chunk of it is convenience,” said Doucette. “It’s down the street. It’s quicker and easier to get in and out of than navigating a big box store.”
The survey found that while most customers drive to Dollarama locations, a significant number walk to stores, reinforcing the chain’s role as a neighbourhood shopping destination.
Doucette said the retailer’s proximity strategy creates a different type of convenience than e-commerce.
“It’s almost the flip side of e-commerce,” he said. “If there are multiple stores near your home, why order online when you can just go get it?”
That accessibility has helped Dollarama establish itself in urban neighbourhoods, suburban shopping centres and smaller communities across Canada.
Canadians Are Visiting More Frequently
The research also found that 37 per cent of shoppers visited Dollarama more frequently in 2025 than they did in 2024, while only 13 per cent reported shopping there less often.
Atlantic Canada recorded the highest shopping frequency at 3.6 visits per month, compared with a national average of 3.2 visits.
The average transaction reached $23.96 nationally, with shoppers in Quebec and Atlantic Canada posting the highest basket sizes.
Doucette said Dollarama’s expanding assortment has helped drive repeat visits and larger baskets.
Seasonal merchandise, party supplies, greeting cards, household essentials and consumables continue to draw customers into stores, while broader product selection has increased opportunities for impulse purchases.
“They own the category of party,” he said. “Gift wrap, cards, birthday parties, seasonal merchandise — Dollarama is on that shopping journey.”
The retailer has also expanded its assortment over time by introducing higher price points and adding new categories, allowing shoppers to purchase a wider range of products during a single trip.
A Mainstream Retail Destination
For years, Dollarama was often viewed primarily as a dollar store serving budget-conscious shoppers.
The latest research paints a different picture.
Canadians across virtually every income level are shopping at Dollarama. Many are visiting more frequently than they did a year ago, and convenience appears to be just as important as price in driving traffic.
For many consumers, Dollarama is no longer an occasional stop for seasonal merchandise or party supplies. The survey suggests it has become a routine part of everyday shopping habits and one of the most broadly used retail formats in the country.
