New Research Shows Consumers Prioritizing Smarter Spending Over Cutting Back This Holiday Season

Canadians Embrace Smarter Holiday Spending with Strategic Shopping Habits

Affirm, a payment network focused on empowering consumers and helping merchants drive growth, has released new research shedding light on Canadian holiday shopping trends. Despite economic uncertainties, Canadians are opting for a more strategic approach rather than cutting back on spending. According to the study, conducted by Talker Research for Affirm, a significant 71% of Canadians plan to spend the same or even more this holiday season, while prioritizing smarter and more intentional shopping habits.

Strategic Shopping: The Rise of “Slow Shopping”

The research highlights a growing trend toward “slow shopping,” with 77% of Canadians taking more time to evaluate their purchases to ensure they align with their needs and desires. This deliberate approach reflects a shift from impulsive buying to mindful decision-making. Nearly 60% of respondents plan to complete their holiday shopping on or after Black Friday, strategically spreading their spending throughout December.

Canadians cited several reasons for this approach:

  • Meaningful Purchases (55%): Shoppers want to buy gifts that truly resonate with their recipients.
  • Deal Hunting (59%): Many are waiting for the best discounts and promotions before committing to their purchases.
  • Informed Choices (39%): Shoppers are investing time in researching and comparing brands and styles to ensure they get the best value.

Flexible Payment Options Gain Popularity

To maximize their budgets, Canadians are increasingly turning to flexible payment options like “buy now, pay later” (BNPL). The study revealed that nearly half (48%) of respondents value the ability to budget more effectively with these solutions. Additionally, 42% are attracted to 0% APR offers, while 39% consider 0% APR financing as valuable—if not more so—than traditional discounts.

Wayne Pommen, Chief Revenue Officer at Affirm, explained, “As Canadians adopt a mindful, value-driven approach to holiday shopping, many are moving away from credit cards in favor of transparent, flexible payment options. These tools allow shoppers to manage their budgets responsibly while avoiding the stress of hidden fees and compound interest.”

Retailers Adapting to Budget-Conscious Consumers

Retailers that offer flexible payment solutions, including pay-over-time options and 0% APR financing, are better positioned to meet the expectations of today’s savvy, budget-conscious shoppers. With 60% of Canadians focused on staying within their budgets, such offerings help retailers attract and engage consumers during the competitive holiday season.

Pommen added, “By using Affirm at checkout, shoppers can access exclusive deals, 0% APR options, and longer payment terms. This approach makes it easier for Canadians to shop responsibly while still treating their loved ones to meaningful gifts.”

Survey Methodology

The findings are based on a random double-opt-in survey of 2,000 Canadians conducted by Talker Research between September 24 and October 2, 2024. Talker Research, a respected market research firm, adheres to the standards of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR).

About Affirm

Affirm is committed to delivering honest financial products that enhance lives. By creating a payment network founded on trust, transparency, and customer-first principles, Affirm empowers millions of consumers to spend and save responsibly while equipping businesses with tools to drive growth. Unlike traditional credit cards or other BNPL options, Affirm never charges hidden or late fees.

To learn more or to explore Affirm’s payment options, follow the company on social media: LinkedIn, Instagram, Facebook, and X.


This holiday season, Canadians are redefining how they approach shopping, focusing on thoughtful purchases and leveraging innovative payment tools to make the most of their budgets. With insights like these, businesses can better align with evolving consumer expectations and deliver a holiday shopping experience that resonates.

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