Despite easing restrictions, Canadian consumers stick to online shopping during the holiday season, poll finds


TORONTO – (COMMERCIAL THREAD) – is the leading provider of online promotions and shopping offers for Canadians. We surveyed 1,000 users to better understand their buying habits and preferences ahead of the 2021 giveaway season. Our results showed that strongly influences their holiday search and purchase process. year.

Holiday research and purchase process

An overwhelming number of Canadian consumers (92%) who responded to the 2021 holiday shopping survey said they would buy more online this holiday season due to COVID-19, compared to 94% the last year. The majority (89%) said they would do some research online before going to a store to make a purchase.

85% of those surveyed said visiting had a direct influence on their purchasing decisions. Most respondents (87%) stated that “online forums / communities” are their primary source for researching holiday shopping online. Kate Musgrove, Director of, says, “Our readership is our greatest asset and our greatest strength. Our forums have 1.3 million registered users and have generated nearly 30 million posts. If you are researching a product or debating a purchase, one of our readers went through this process and made a full report.

Why consumers are considering shopping online

The majority (63%) of respondents said the best deals are found online rather than in stores. Additionally, online shopping is more appealing to users as 79% found in-person shopping to be more stressful due to crowds / queues, limited stocks, pandemic issues, etc. “A lot of Canadians thought this would be our rebound year. after a stressful 2020 holiday season, ”said Musgrove. “Instead, we face the same supply chain issues, economic uncertainty, school closures and other stressors. Online shopping is faster, easier and more secure.

When consumers shop

The majority (93%) of holiday shoppers plan to shop during Black Friday and 63% plan to make the majority of their holiday purchases during Black Friday sales events. More than half of those surveyed (61 percent) plan to shop on the remaining days of November and December. Last minute shopping is still relatively common, with 28% of respondents saying they will complete their shopping one to two days before the start of the holiday. “We are seeing retailers coming up with deals in the hopes that shoppers will start their holiday season, but shoppers wait until Black Friday when they expect to see the best and the best deals,” Musgrove said.

Economic Outlook for Holiday Shopping

About 58 percent of respondents plan to spend $ 500 or more this holiday shopping season and 59 percent plan to spend the same amount as last year. In addition, 34 percent of respondents will buy more than 10 Christmas gifts.

Best gift categories

Electronics tops the list with 90 percent of respondents planning to buy the latest tech gadgets on the market, followed by clothing (53 percent), housewares / appliances (42 percent) and toys (35 percent). Musgrove revealed that the PS5 console was nearly impossible to find last holiday season – and the same is true this year! “We notice that a lot of people are buying technology, especially for their children, so that they can engage, learn and socialize with their friends,” she said. “If you are looking for an item that is hard to find, you can visit for an instant update if your item is on sale.”

Support from Canadian retailers

Canadian pride is true for more than half (51%) of shoppers who will make a point of supporting Canadian retailers this holiday season. “We were delighted to see that Canadian buyers are once again passionate about supporting Canadian retailers. As an added bonus, any in-stock items you buy locally are less likely to experience supply chain issues or shipping delays.

The trend of online shopping continues

Will online shopping continue to grow? Kate Musgrove says, “Absolutely! In addition to pure e-commerce, I think we will continue to see people buying online and picking up in-store. Consumers love the new features that some stores have rolled out, like curbside pickup or click-and-collect style shopping. Not entering the store has become a real convenience for many buyers. It’s faster, you can keep your kids strapped in their car seats, and you don’t have to worry about delivery delays or lost packages!


Acquired by Toronto-based VerticalScope Inc. from Yellow Pages in 2018,® publishes thousands of deals and coupons in over 70 categories. The leading provider of online promotions and shopping tools available to Canadians,® offers financial tools, credit card comparisons, mortgage shopping and a mortgage calculator. Users can also customize their homepage to focus on their interests faster. has nearly 5.7 million unique visitors per month and 1.3 million registered users.

About VerticalScope Inc.

Founded in 1999 and headquartered in Toronto, Ontario, VerticalScope is a technology company that has built and operates a cloud-based digital platform for online passionate communities in high spend categories. VerticalScope’s mission is to empower people with common interests to connect, explore their passions, and share knowledge about the things they love. Through targeted acquisitions and development, VerticalScope has built a portfolio of over 1,200 online communities and over 100 million monthly active users. VerticalScope is listed on the Toronto Stock Exchange (TSX: FORA).

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