A New Generation of Canadians is Shopping Online More Often, And it Might Not Be Who You Think.
Overall, Canadian adults spend an estimated $6.38 billion online in an average month, that’s up $700 million or 12% from Fall 2021, and mostly fueled by Canadians 50+ who appear to be hopping online to shop in ever greater numbers.
While Canadians under 50 are still slightly more likely than the national average to visit an online shopping website or app in an average month, 4% or 500,000 fewer did so over the past year. On the other hand, over 700,000 more Canadians 50+ now visit online shopping websites or apps in the average month, up over 2% from last year.
Of the estimated 13.7 million Canadians 50+ that visit an online shopping website or app in an average month, nearly half visit at least once a week (an 11% increase from Fall 2021). This more frequent group of visitors also went from spending $205 online in an average month last year, to $245 per month this year. And while that’s still less than the $303/month that weekly visitors aged 35 to 49 spend, the 19% jump from Fall 2021 for Canadians 50+ was larger than the increase for both weekly visitors 35 to 49 (12% increase) and those under 35 (7% increase).
Sites visited most often in an average month by frequent online shoppers 50+ are amazon.ca or .com (82%), walmart.ca (50%) and canadiantire.ca (49%), much in line with the average Canadian visitor to online shopping sites and apps. However, they were over 2.4x more likely than the average Canadian to visit retailers like gianttiger.com, northernreflections.com, or llbean.ca; up to 3.3x more likely to visit health and beauty retail sites like clinique.ca, deciem.com, or ulta.com; and up to 3.5x more likely to visit craft stores like lovecrafts.com, yarncanada.ca, and marymaxim.ca.