New Mastercard research shows how Canadians are creating value through rewards, vintage gifting and AI while prioritizing trust, control and meaningful experiences.
TORONTO, Nov. 12, 2026 /CNW/ -- With 91 per cent of Canadians planning to maintain or increase their focus on budgeting, shoppers are heading into the holidays feeling resourceful, finding new ways to make every dollar count without losing sight of what makes a gift meaningful. New Mastercard Holiday Shopper insights show Canadians are putting loyalty rewards to work, seeking value on major sales days, embracing second-hand gifts and exploring AI to make holiday shopping easier.
"Canadians are becoming increasingly thoughtful about how and where they spend their money, but that doesn't mean they're willing to compromise on what matters to them, whether that's creating meaningful experiences or supporting businesses in their communities," said Craig Reiff, Senior Vice President, Core Payments, Mastercard in Canada. "Understanding how those expectations are changing gives us a clearer picture of where the consumer is heading and what they'll expect from the shopping experience next."
The new insights offer a closer look at how Canadians are navigating the season and the changing ways they shop, transact and find value. Here are five trends that stand out:
Value is at the top of the holiday wish list
Canadians are being thoughtful about how they spend: the majority of Canadians (91 per cent) plan to maintain or increase their focus on budgeting, while almost half (45 per cent) plan to redeem more loyalty points and rewards than last year. Younger shoppers are also embracing pre-loved gifts, with 44 per cent of Gen Z planning to increase secondhand or vintage gifting, compared with 24 per cent of Canadians overall.
Convenience wins when time is tight
Practicality also comes into play when holiday pressures mount. Over half of Canadians (57 per cent) will occasionally add something for themselves to reach a free shipping minimum, while almost three in five Canadians (60 per cent) say they have turned to gift cards after running out of time to find a physical present. These habits reflect the creative trade-offs Canadians make as they balance busy schedules and desire to find the right gift.
Canadians welcome AI as a personal shopping "elf" with oversight
Some Canadians are increasingly open to using AI as a holiday shopping assistant. Almost half of Millennials (43 per cent) and more than a third of Gen Z (38 per cent) would let AI handle all their gift purchases if it meant avoiding holiday-shopping stress, compared with one in four of Canadians overall (26 per cent).
But Canadians still want the final say. Among respondents asked about prospective AI shopping agents, two-thirds (67 per cent) want to approve when an AI agent uses their loyalty points or benefits, while 62 per cent expect it to consider quality, trust and personal preferences, not just price.
"As online shopping increasingly becomes AI-enabled, Mastercard is focused on making these experiences secure, simple and useful," said Reiff. "Consumers are open to new ways of shopping, but they want to understand how the technology works, feel confident their information and money are protected, and remain in control of purchasing decisions."
Security and trust shape how Canadians shop
Trust is increasingly influencing where and how Canadians shop. One-third (34 per cent) say they encountered a suspected holiday shopping scam in the past two years, while most Canadians say scams make them more likely to buy from known and trusted brands (84 per cent) and would take additional security steps even if checkout took longer (75 per cent).
Canadians favour local businesses and meaningful experiences
Canadians are also keeping holiday spending close to home and seeking gifts that create connection. Eighty-six per cent plan to maintain or increase shopping at small or local businesses, while 74 per cent plan to maintain or increase giving experiences over material gifts.
Taken together, the findings point to a deliberate but optimistic Canadian shopper: focused on value but not necessarily the lowest price, open to new technology but unwilling to relinquish control, and looking for trusted ways to make spending more meaningful. For Mastercard, the results reinforce the importance of building commerce experiences that combine trust, intelligence and convenience with the security, transparency and choice consumers expect.
About the Mastercard Shopper Snapshot 2026
In partnership with The Harris Poll, the Mastercard Shopper Snapshot 2026 research included 1,005 qualified respondents in Canada, with fieldwork conducted from September 30 to November 3, 2026. The reported results use the study's Canadian weighting methodology and are rounded to whole numbers.
About Mastercard
Mastercard powers economies and empowers people in 200+ countries and territories worldwide. Together with our customers, we are building a resilient economy where everyone can prosper. We support a wide range of digital payment choices, making transactions secure, simple, smart and accessible. Our technology and innovation, partnerships and networks combine to deliver a unique set of products and services that help people, businesses and governments realize their greatest potential.
Media Contact: Helena Wade, [email protected]
SOURCE Mastercard Canada
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