Canadian shopping habits circa 2023

PwC has done a deep dive into the shopping habits of Canadians and how they've evolved.

It won't be terribly shocking that we lead the globe in pre-purchase research. Canadians like to research via search engines before they make their purchases and value customer reviews over social media.

This pre-purchase online research doesn't mean a transition to online shopping, 83% indicated that their in-store shopping will rise or remain the same. The survey also provides interesting insights on AI from a generational standpoint and how to influence tomorrow's upmarket consumers.