TORONTO, ON–As affordability remains the defining concern for Canadians, new research from Retail Council of Canada (RCC) reveals how consumers are using both digital and physical tools throughout their shopping journey to find the best deal and stretch their dollars. The Spring 2026 Canadian Shopper Sentiment Study, conducted by Leger, finds that while price is the universal starting point, shoppers are making increasingly deliberate choices across retailers, channels, and tools to optimize value – and they switch quickly when expectations aren’t met.
“Canadian shoppers are demonstrating just how actively they manage affordability in their daily lives,” said RCC President & CEO Kim Furlong. “Price is the starting point, but what this research shows is that Canadians rely on competition — across retailers, channels, and tools — to get the best overall value. Protecting that choice matters. A retail environment that supports competition, transparency, and flexibility is what ultimately helps Canadians stretch their dollars and meet their everyday needs.”
Key Findings:
Consumers are actively using multiple channels to maximize value.
58% of purchases are completed in-store, while 39% are made online
66% use in-store browsing as part of their research process, with 22% starting their journey in-store
26% use delivery services, depending on the trip and need
Choice drives accountability — shoppers switch quickly when expectations aren’t met
72% experienced at least one issue in the past three months
The most common issues include out-of-stock products (30%) and delivery delays (18%)
37% switch retailers when out-of-stock (top trigger), and 33% cite poor customer service
When problems occur, shoppers are more likely to switch retailers or channels than complain
Digital tools are accelerating discovery and comparison
11% of shoppers already used AI assistants for shopping research in the past 30 days
Among AI users, 46% find products faster, 43% compare options more easily, and 40% save time overall
Negative experiences remain low: only 12% reported brand bias, 10% inaccurate recommendations
AI is accelerating decisions, not replacing retailers — reinforcing the multi-channel ecosystem
The findings point to a clear conclusion: affordability is supported by a competitive retail environment where consumers can access multiple channels, retailers, and information sources. When shoppers can easily compare options, switch channels, and select the most efficient path to purchase, they are better positioned to manage cost pressures — particularly on everyday essentials such as groceries, which remain the top financial concern.
RCC’s Spring 2026 Canadian Shopper Sentiment Study was conducted by Leger and surveyed 2,014 Canadians in February 2026 and included follow-up focus groups conducted in March 2026. The sample is nationally representative by region, age, gender, and community type.
Leger is the largest Canadian-owned polling, marketing research and analytics firm, with over 600 employees in Canada and the United States. Established in 1986, Leger also owns LEO, an online panel, LEA, Leger Analytics, and Leger DGTL, a digital performance agency.
Retail is Canada’s largest private-sector employer with over 2.3 million Canadians working in our industry. This sector is a major economic contributor, generating more than $101 billion annually in wages and employee benefits. In 2025, core retail sales (excluding vehicles and gasoline) exceeded $532 billion. Retail Council of Canada (RCC) members account for more than two thirds of these core retail sales and 95 per cent of the grocery market. Our membership extends across the country, embracing over 65,000 storefronts in diverse formats such as department, grocery, specialty, discount, independent retailers, online merchants, and quick service restaurants. As the Voice of RetailTM in Canada, RCC, a not-for-profit, industry-funded association, proudly represents retail businesses of all sizes, from small independents to large national chains, in communities nationwide.
