As the holiday season unfolds, consumers in Canada, the U.S., and Mexico continue to navigate evolving economic conditions, shifting priorities, and emerging shopping behaviours. The influence of inflation, sustainability concerns, and technological advancements continues to shape how people plan, shop, and spend. This article explores key insights from studies conducted in these three countries, offering a comprehensive view of holiday spending trends. From rising online shopping to changing preferences for sustainable products, these shifts highlight both global and localized dynamics. Additionally, the critical role of transportation and logistics, particularly the trucking industry, ensures that the goods consumers seek are available on store shelves—facilitating the movement of products from warehouses to retail locations.

Key Data Points:

Canada:
$1,853 average holiday spend (13% increase from last year).
59% increase in travel spending.
17% of shoppers plan to spend more in-store.

U.S.:
$1,638 average holiday spend (7% increase from 2023).
29% plan to cut back, 26% plan to spend more.
70% of Gen Z use BOPIS.

Mexico:
$864.79 average spend on toys among consumers aged 26-42.
70% of consumers research products online before buying in-store.
29.6% of spending on electronics goes to headphones and gaming consoles.

Canadian Holiday Spending Outlook: Key Insights

Canadian consumers are expected to spend an average of $1,853 on gifts, travel, and entertainment this holiday season—representing a 13% increase from last year. However, many shoppers are tightening discretionary spending and prioritizing value-driven purchases.
Key Trends:
1. Rising Travel Expenses: Spending on travel has surged by 59% over the past two years, while spending on gifts has increased by 9%.
2. In-Store Shopping: Physical stores continue to play a critical role, with 17% of shoppers planning to spend more in-person, valuing product visibility and in-store deals.
3. Sustainability and Ethics: Consumers are placing increased emphasis on brands that align with their values, driving demand for transparency and sustainable practices.
4. Gen Z Leads New Habits: Gen Z shoppers are shopping earlier, favoring physical gifts, using digital payment methods, and embracing second-hand shopping.
5. Seeking Value and Savings: Many consumers plan to reduce spending on discretionary items like dining out and high-value goods, opting instead for higher-quality, longer-lasting products.
For more insights, visit PWC’s full study: PWC Holiday Outlook – Canadian Insights

2024 PwC Holiday Outlook Study

The PwC Holiday Outlook study offers a comprehensive view of evolving consumer behaviors and spending patterns in the U.S. Amid economic uncertainty and shifting priorities, the report highlights key trends shaping holiday shopping.

Key Insights:
1. Increased Overall Spending: U.S. shoppers are expected to spend an average of $1,638, representing a 7% increase from 2023, though spending behavior varies widely across income levels.
2. Economic Pressures and Spending Divide: Inflation and economic uncertainty have created a split between budget-conscious consumers and those willing to splurge. 29% of consumers plan to cut back, while **26% plan to spend more.
3. Shift to Hybrid Shopping Experiences: Buy Online, Pick Up In-Store (BOPIS) continues to grow, particularly among Gen Z and millennials, reflecting their preference for digital-first shopping.
4. Rise of Sustainable and Second-Hand Purchases: Younger generations show increased interest in second-hand products, resale, and rental options, driven by both cost-consciousness and eco-friendly choices.
5. Men Driving Increases in Tech and Travel Spending: Men outspend women on tech gadgets, electronics, and travel, while women focus more on discount shopping.
6. Continued Importance of Physical Stores: In-store shopping remains influential, particularly for older generations, due to the experiential nature of physical shopping environments.
7. Home Delivery Dominates, but In-Store Pickup Gains: While home delivery remains preferred, younger consumers increasingly opt for in-store pickup, blending digital convenience with physical retail.
CMOs are challenged to tailor strategies that address the spending gap between budget-conscious shoppers and big spenders, focusing on value-driven and premium offerings that meet diverse consumer needs.
For further insights, refer to the full PwC study: PwC Holiday Outlook 2024

Insights from the “Pulso del Consumidor Diciembre 2024” Study

The study, conducted by the Retail Business School at Tec de Monterrey, examines Mexican consumer behaviour during the holiday season, highlighting key trends that will help brands refine their strategies to maximize sales.

Key Findings:
1. Optimization of Digital Channels: Online shopping dominates, necessitating smooth digital experiences, flexible payment options, and exclusive promotions for consumers preferring the convenience of online shopping.
2. Early Deals and Product Variety: Consumers are starting their holiday shopping earlier to capitalize on discounts and prevent stock shortages. Offering early promotions and maintaining inventory in key categories (e.g., clothing, electronics, toys) will help capture this demand.
3. Omnichannel Strategies: 70% of consumers research online before making purchases in physical stores. Brands need to offer seamless omnichannel experiences—allowing consumers to explore products online and finalize purchases either in-store or online.

Consumer Preferences:
Clothing: Retailers like Liverpool, along with brands such as Pull & Bear and Shein, are popular, especially among younger shoppers. Sustainable fashion and second-hand clothing are growing trends.
Food & Beverages: Walmart remains the preferred channel (67%), followed by Costco and Sam’s. Oxxo is particularly favored by younger consumers.
Toys: Amazon and Walmart are the leading retailers. The average spend is $864.79 among consumers aged 26 to 42.
Electronics: Products like headphones and consoles make up 29.6% of total spending, with a focus on younger consumers aged 18-25.
For further details, refer to the full study: Pulso del Consumidor Diciembre 2024 – Tec de Monterrey

The insights from these studies highlight the evolving consumer behaviour across Canada, the U.S., and Mexico, driven by economic pressures, sustainability concerns, and shifting priorities.

The logistics and transportation industries, particularly trucking, play a vital role in ensuring that these products are available on store shelves. The trucking sector facilitates the efficient movement of goods from warehouses to retail locations, ensuring that consumers have access to the gifts, electronics, clothing, and toys they seek during the holiday season. Without the seamless operation of freight and transportation networks, the availability of products would be significantly compromised, highlighting the critical connection between logistics and consumer satisfaction.

Mexicom Group, with its robust expertise in freight transportation and logistics across North America, ensures that these supply chains operate smoothly. Our solutions keep goods moving efficiently, connecting manufacturers, retailers, and consumers. From cross-border shipments to local movements in Laredo, Mexico Group plays a crucial role in facilitating seamless and efficient operations across  Mexico, the U.S. and Canada,  ensuring that products are delivered when and where they are needed during the holiday season and beyond.