Canadians are changing what they buy, how they buy, and how they feel about it. New Omnisend survey data from 1,087 Canadians shows 40% admit hiding an online purchase from someone, 64% have switched to cheaper products in the past year, and 57% abandon carts expecting a discount.
Together, the findings point to a shift in behaviour under financial pressure: as more Canadians trade down to cheaper brands and wait for better deals, purchases are carrying greater emotional weight – and in many cases, becoming harder to explain at home, said Omnisend, which email & SMS marketing platform with a suite of features made specifically to help ecommerce stores grow their online businesses faster.
“People are feeling more accountable for every dollar, especially at home. When money is tighter, purchases carry more weight – and sometimes that means keeping them private. It’s not as much about secrecy for secrecy’s sake, but more about avoiding judgment,” said Marty Bauer, Ecommerce Expert at Omnisend.
The report said 40% of Canadians say they’ve hidden an online purchase from someone. The most common person they hide purchases from is a spouse or partner (17%), followed by kids in the household (9%), and friends (10%).
When asked why, respondents point to both cost and impulse:
- 17% say it felt unnecessary or impulsive
- 14% say the item was expensive
- 13% say the item was personal or embarrassing
“Deal-driven behaviour appears to be fueling that tension. 52% admit they’ve purchased something primarily because it felt like a good deal – even if it wasn’t needed,” said the report.
The report said two-thirds (64%) of Canadians say they’ve switched to cheaper alternatives often or occasionally in the past year. For many, that means trading brand names for more affordable options:
- 62% chose lower-priced brands
- 39% switched to private-label or store brands
- 26% bought more second-hand or refurbished items
- 24% chose simpler products with fewer features
Only 9.6% say they don’t substitute products and instead just buy less, added the report.
“For a long time, convenience and brand drove online shopping. Now it’s about justification. Consumers want to feel confident they didn’t overspend – and that shift is powerful. Once shoppers prove to themselves that a cheaper option works just as well, it permanently changes their expectations,” said Bauer.
Omnisend said price sensitivity is also shaping the path to purchase. More than a half of Canadians (58%) say they wait for sales or promotions before buying. Many take additional steps to avoid paying full price:
- 43% compare prices across multiple websites
- 41% search for discount codes before checkout
- 57% abandon carts often or occasionally expecting a discount or reminder email
Kindel Media
Nearly one in five (22%) delay purchases even when they want the item, it added.
“Consumers have been trained to believe the first price isn’t the real price. After years of constant promotions, shoppers expect a better offer to show up. Waiting has become part of the checkout process, and paying full price can feel like leaving money on the table,” said Bauer.
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