| Canadians plan to cut holiday spending by 11% |
Canadian consumers plan to spend an average of C$1,487 ($1042) on gifts, travel, and entertainment this holiday season, down 11% from last year, according to PwC Canada’s 2026 Canadian Holiday Outlook. Travel spending is expected to record the steepest decline, falling 14%, while 75% of consumers plan to take steps to stretch their budgets, and 69% expect to purchase less expensive alternatives. Older consumers are driving the pullback, with Gen X and baby boomers planning to reduce spending by 21% and 18%, respectively, while millennials expect to spend 6% less. Gen Z is the exception, planning to increase holiday spending by 8%, with 38% expecting to shop over the Black Friday weekend, compared with 33% of millennials. Canadian-made products are also gaining favor, with 54% of consumers willing to pay more for them, up from 49% last year, while 72% are actively seeking alternatives to U.S.-made products. AI use for holiday shopping has increased from 17% to 28%, although physical stores remain the leading channel for discovering and purchasing products.