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When COVID-19 forced everyone indoors, Canadians had no choice but to shop for most items online. The ease of buying clothes, groceries, and other essentials from the couch quickly won over consumers, leading some industry watchers to question whether in-store shopping would ever rebound. Now, five years after lockdown, it’s clear that the belief in the inevitable decline of the physical location had been overstated. Instead, a new omnichannel experience, where commerce is far more connected in the online and offline worlds, is forming. Success will come to those who are able to rethink customer experiences and break down data silos to give shoppers what they want in today’s retail environment.  

In our latest retail survey, we asked 1,522 Canadians over the age of 18 about their retail shopping habits, gauging their feelings on a wide range of topics from privacy and loyalty programs to inventory management and personalized marketing. While findings show there is a strong desire for more tactile, in-store shopping experiences, it is important to recognize that we are not returning entirely to pre-pandemic norms. Retailers must pay close attention to shifting consumer trends and purchasing behaviours to provide their customers with an optimal shopping experience. By leveraging data insights, retailers can adapt and tailor their strategies to meet changing preferences and expectations and ultimately enhance their customer satisfaction and loyalty.  

Here are the key findings and insights from our 2025 Canadian retail survey. 

As online sales channels continue to rapidly proliferate, Canadians are not ready to give up on brick and mortar. A significant 66% of respondents prefer the in-store shopping experience, driven in part by a desire to physically “try outâ€� items before buying them. 26% said they appreciate the speed at which they can get products in-store, and 57% said they preferred in-store shopping because they were frustrated with the online experience. This frustration can be attributed to many factors, including the inconvenience of shipping delays, the overwhelming need to endlessly scroll through options, the fatigue of comparing numerous products, cumbersome return processes, and the uncertainty of receiving items that may not meet expectations. The good news, however, is that the dissatisfaction with online shopping has resulted in consumers refocusing on what they truly value, which is engaging in a shopping experience that delivers on expectations, the convenience of getting products immediately after purchasing, more frictionless returns, and more responsible purchasing overall. 

The types of products Canadians purchase also play a significant role in determining whether they buy online or in-store. For instance, our survey found that 69% of all respondents have purchased at least some electronics online, while 61% said the same about clothing and accessories. Attitudes reversed when it came to auto and home improvement supplies, health and beauty products as well as medication; clearly indicating a strong preference for shopping for those items in-store. Out of all product categories, though, grocery shopping is overwhelmingly favoured to be an in-person experience, with only 10% of total respondents stating they shop for groceries online. That shouldn’t come as a surprise, although many consumers became accustomed to buying food online during the pandemic, most still prefer to choose their produce by hand and prefer picking up items at their own convenience.

42% of consumers aged 18-44 say they sometimes engage with personalized marketing content.

28% of consumers 45 plus say they sometimes engage with personalized marketing content.

As companies increasingly gather vast amounts of consumer data, retailers will need to find ways to turn consumer engagement from “sometimes� into “always.� To do that, the right messaging must be delivered at the right time. Most consumers have encountered emails or social media advertisements that fail to speak to their preferences, highlighting the need for more precise targeting. Retailers might also consider the concept of micro-moments, where loyalty is cultivated through small gestures, such as special gifts on birthdays or, for in-store, ensuring staff have personal information � such as a customer’s last purchase or their name � to create a more intimate, one-on-one experience.

One critical area that requires improvement is the interaction between employees and consumers. This is where breaking down data silos can play a significant role. Currently, only two out of five shoppers feel store staff can answer their questions effectively. This is especially evident in stores selling more technical products. Within computer and electronics retailers, 48% of consumers say that more knowledgeable staff would improve their shopping experience, while 41% and 40% said the same about home improvement and auto supply retailers, respectively.

Part of the problem may be that staff don’t have enough information to effectively help customers. Our survey found that 78% of respondents agreed or somewhat agreed that their shopping experience would improve if staff were equipped with data-driven tools, such as inventory management, customer feedback tools, loyalty program information, and digital chat bots. More insightful, however, is that a resounding 90% of respondents said they would return to a store where they’ve received exceptional service from knowledgeable staff.

To that end, a little technology can go a long way. Equipping staff with tablets that are integrated with real-time inventory data and can quickly bring up a customer’s personalized information, would help consumers get products and personalized help faster. Additionally, offering self-checkout options could enhance the shopping experience by reducing wait times for consumers who prefer efficiency and do not need support from a store employee.  This is particularly relevant for younger demographics, with 57% of individuals aged 18 to 44 expressing a desire to complete purchases via a mobile device versus waiting in line, compared to 35% overall.

Providing diverse customer service options are important, too, especially among younger clientele. For instance, while respondents across all age groups prefer in-store assistance, 19% of shoppers aged 18 to 44 said they prefer to receive assistance from store employees online via chat or messenger, compared to 6% of those 45 and older. As for improving staff knowledge, incorporating artificial intelligence and other data tools into training or day-to-day processes could enable employees to learn about products quicker, resulting in faster service.

78% of consumers agree or strongly agree that employees equipped with data-driven tools (i.e. inventory management systems, customer feedback tools, loyalty programs, digital chat bots) can improve their shopping experience.

90% agree or strongly agree they would return to a store where they’ve received exceptional service from knowledgeable staff.

86% agree or strongly agree that they are more likely to choose retailers who effectively manage inventory and minimize stockouts (employees have access to real-time or up-to-date inventory data).

If companies are going to deliver better in-store and online experiences for their customers, they’ll need to find more effective ways to use the data they’re already collecting. This involves integrating the data across their organization � into sales, marketing, product development, and more � and ensuring it is accessible to the right people at the right time, whether that’s sales associates, managers or even customers who want to know more about their purchasing history.

The challenge, however, lies in how retailers can use and protect personal information, which is a significant part of their data, in a way that aligns with customersâ€� comfort levels, without minimizing the data’s utility. Our survey found that 49% of respondents are very concerned about the privacy of their personal information being shared with retailers. Interestingly, consumers between the ages of 18 and 44 appeared to be less worried, with only 39% expressing concerns over the personal information they’ve provided.

A good example of that is storing credit card information on retailers� websites. 44% of those over 45 say they no longer store their information there, while only 30% of those 18 to 44 said the same. Similarly, 53% of those over 45 said they are extra careful shopping online out of fear that their personal information may get hacked or stolen; compared to only 36% of people 18 to 44 who had the same response.

87% of consumers agree or strongly agree retailers aren’t doing enough to protect their personal and financial information from cyber criminals.

73% agree or strongly agree they no longer store their credit card information on retailers� websites due to recent high-profile cyber breaches.

91% agree or strongly agree retailers should be more transparent in how they protect and store their personal information.

Ultimately, a more omnichannel and interconnected experience that integrates online and in-store shopping is the future. Companies must put the customer experience at the centre of what they do and create seamless integrations between all aspects of the modern shopping experience. That’s more than in-store and online � it’s on social, mobile, instant messaging, home delivery, and even the parking lot for those who want their purchases brought to their cars. It’s already happening outside of North America � in China, for instance, social commerce has exploded.

Companies must step outside of the box and think big, especially when it comes to emerging technologies. Generative AI, for instance, is making it much easier for consumers to ask detailed questions about a product or a service. In the U.S., some brands and retailers accept alternative payment options, such as Venmo; other companies are using holographic displays to feature products.

Data will be critical to making all of this happen. There should be no silos between an in-store customer and a person who shops onlineâ€� information must be shared and utilized at all points of the customer journey â€� in emails, text messages, kiosks, and other digital screens whether it be at someone’s kitchen table or the moment they walk into a store. 

What’s most important, is that retailers have a solid understanding of their brand and their customers.

The professionals in ÀÖÓ㣨Leyu£©ÌåÓý¹ÙÍø in Canada's Consumer and Retail Practice combine deep industry knowledge with extensive experience working with clients in the retail sector, plus the food, beverage and consumer products and restaurant segments. We are committed to collaborating with our clients to develop strategic steps for successful business transformations, enabling them to adapt to and capitalize on the trends emerging from today's rapidly changing environment.