With Black Friday and Cyber Monday in the rearview mirror, Canadian shoppers are navigating the 2025 holiday season with a new set of priorities. According to Global News, an overwhelming 90% of Canadians were on the hunt for deals during the Black Friday to Cyber Monday stretch, but what they’re buying—and how they’re buying—has shifted in meaningful ways. Instead of splurging on extravagant gifts, many are filling their carts with everyday staples like laundry detergent, a sign that even the most festive of seasons isn’t immune to the realities of a tight economy.
Jeff Doucette of Field Agent Canada summed it up succinctly: “People are actually taking advantage of Black Friday deals to buy things like laundry detergent and just things that they use in their house every day.” The average Canadian, Doucette noted, plans to spend less than $500 on gifts this year. Wages haven’t kept pace with inflation, and as Doucette put it, “Their salaries haven’t necessarily gone up. They don’t have more money to spend just because things are more expensive, so they’re being smarter.”
It isn’t just shoppers feeling the pinch. Calgary wine shop owner Nathalie Gosselin told Global News, “A lot more events, a lot more tastings… we’re working twice as hard for a very small amount of growth.” The numbers back her up: while Canada’s GDP did manage a 0.6% uptick in the third quarter of 2025, unemployment remains stubbornly high at 7.8%. In this environment, shoppers are prioritizing gifts with meaning over gifts with price tags. “I used to buy lavish gifts,” Calgary resident Carla Little admitted, “but I think that you really have to get smart about how you spend your money.”
This sentiment is echoed by others who are opting for handmade or personalized gifts. “I try to put some personal touches: I make Christmas cards, for example, handmade,” said shopper Rod Zillman. Kaitlyn Burke, another Calgarian, finds joy in crafting: “Arts, crafts… just making it. I think it’s the effort.”
There’s also a growing movement to support local and independent retailers, especially during the holiday rush. Gosselin noted, “They are very conscientious to make sure that they support local, and that they support us specifically to make sure that we stay in business.” This focus on community and intention, rather than pure consumerism, marks a notable shift in Canada’s holiday shopping culture.
But the economic anxieties run deep. Research from the Boston Consulting Group (BCG) in 2025 found that nearly half of Canadians feel less financially secure than they did a year ago. Even more sobering, one in three households say they wouldn’t be able to cover their monthly expenses if their income suddenly stopped. Kathleen Polsonello, head of BCG Canada, told Global News that this has led shoppers to lean toward essential purchases and Canadian-made products. Technology is also playing a larger role, with about 40% of Canadians using or planning to use AI tools to compare prices and product specs—a figure that jumps to 50% among Gen Z and Millennials.
While Canadian consumers are tightening their belts and recalibrating their priorities, the global travel industry is experiencing its own transformation. In late 2025, Booking.com published a sweeping study based on surveys of more than 29,000 travelers across 33 countries, identifying 10 key trends that will shape travel in 2026. The headline? Travel is becoming fully personal, with people actively seeking experiences that reflect their unique passions, values, and personal style.
Among the most striking findings: 71% of travelers are interested in destinations inspired by romance and fantasy, from castles and enchanted forests to masquerade balls. More than half (53%) would even consider a roleplaying getaway based on a favorite book, game, or fantasy film. The future of accommodation is also looking decidedly high-tech, with 56% of travelers intrigued by the idea of robot hosts who cook, clean, and serve drinks. A full 77% would like to book a home featuring robotic technology, and a quarter want robots managing sustainability in the background.
But it’s not all about robots and fairy tales. The study found that travel is becoming a way to test and strengthen relationships, with 62% of respondents determined to seek trips to remote locations and 59% willing to take journeys with budget, language, or internet limitations to see how well they—and their companions—adapt. Nearly seven in ten would take a trip with a potential partner, colleague, or new friend as a kind of ultimate compatibility test.
Food, too, is taking on new significance. Instead of picking up a fridge magnet, 68% of travelers are now looking for designer cookware or handmade edible goods to decorate their shelves back home. Over half (55%) would consider traveling to a destination known for its food products or cookware, turning their kitchens into cultural displays of their journeys.
Road trips are evolving as well. Gone are the days of solitary drives; now, 79% of travelers crave spontaneous, flexible routes, and 54% are open to using apps to find companions to share the journey. An impressive 84% are willing to car-share during their vacations, transforming what was once a private adventure into a shared, social experience.
Astrology and spirituality are also making their mark on travel decisions. In 2026, 43% of travelers say they’d reconsider a trip based on horoscope warnings, while nearly half are already planning spiritually themed routes to sacred places. Travelers are also prioritizing wellness, with 75% interested in suites featuring circadian lighting and soundscapes to improve rest and skin repair, and 80% willing to book holidays centered on personalized skincare treatments.
Quiet hobbies and a desire for tranquility are on the rise, with 69% of travelers considering stays where they can forage for food locally, and 25% vacationing specifically to pursue peaceful pastimes. Nostalgia is another powerful motivator: 49% of respondents are drawn to places tied to their personal history, and 66% would use technology to recreate a special memory or photo by returning to the exact location where it was taken.
Finally, the idea of travel as a reward for hard work is gaining traction. According to Booking.com’s research, 75% of travelers justify vacation bookings simply because they feel they deserve it, and 67% don’t even need a special reason to get away. Spontaneity is in, and milestone missions—celebrating a new job, a breakup, or just the end of a long week—are becoming the new norm.
Both in Canada and around the world, it’s clear that consumers and travelers alike are rethinking what matters most. Whether it’s a handmade card, a local bottle of wine, or a journey to a place that feels like magic, the focus is on meaning, connection, and experiences that genuinely reflect who we are. The landscape may be shifting, but the human desire for joy, discovery, and a little bit of wonder remains as strong as ever.
