In Canada, Shoppers Showroom—and Webroom—for the Holidays - eMarketer
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In Canada, Shoppers Showroom—and Webroom—for the Holidays

More than half of respondents said there were better deals on the web

December 3, 2015

Brick-and-mortar retailers may stress about showrooming shoppers who take advantage of real-life inventories but turn to the internet for savings, however research suggests that in Canada, cross-channel shopping goes both ways.

Likelihood of Showrooming* vs. Webrooming** When Holiday Shopping According to Internet Users in Canada, Oct 2015 (% of respondents)

Accenture research conducted by Coleman Parkes Research found that, among internet users living in the Calgary, Montreal and Toronto areas, 62% planned to shop primarily in-store for holiday gifts. One-third said they would mostly shop online.

Most also said they planned to use brick-and-mortar retail locations to research products before buying them digitally, at least a few times this holiday shopping season: 62% planned to do so at least six times.

But cross-channel shopping is (at least) a two-way street: 70% of respondents said they would research items digitally but then buy them in stores at least six times this holiday season.

Physical retailers in Canada are benefitting from continued high shipping costs in the country, which are a barrier to making more digital purchases among 65% of respondents. But 55% also said they didn’t buy more digitally because they couldn't see, touch and feel the products.

Digital still has its draws, however. More than half of respondents said they would shop online to avoid crowded stores, and 56% also said there were better deals on the web.


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