Labour Day shoppers will be more budget conscious

Inflation continues to rattle consumers, with sizeable proportions of Labour Day shoppers planning to take some kind of cost-saving measures for their long weekend celebrations.

That’s according to Numerator’s Q3 2023 Canadian Holiday Preview survey, which was fielded to 1,098 Canadian consumers in June.

The survey found that 53% of Canadians intend on celebrating Labour Day in some form this year, with both barbecues (43%) and other forms of gatherings (37%) increasing from last year.

But among those that are planning the celebrate, 55% intend on buying items on sale, with 37% prepping more budget friendly meals and snacks for the holiday. Meanwhile, 33% will do more couponing and 27% will visit dollar store and discount channels. Only 9% said they didn’t have any intention to take money-saving measures.

According to the Numerator, 18% of shoppers say inflation is having a “significant” affect on their Labour Day plans, with 27% reporting a “moderate” impact.

Among Labour Day shoppers, 74% of Labour Day expect to buy food this year, while 52% will buy alcoholic beverages. Non-alcoholic beverages, meanwhile, will be on Labour Day shopping lists for 23% of consumers, followed by candy (18%) and party supplies (15%).

There’s also a slight uptick when it comes to those who intend to travel over the Labour Day long weekend (21%, versus 16% last year) as well as cooking/baking at home (17% ,versus 14% last year).

Overall, 62% of shoppers are spending the same as last year on the long weekend, with 23% spending less and 14% expecting to spend more.

Nearly a quarter of Labour Day shoppers expect to spend between $75 and $100 on their holiday celebrations this year, with 19% spending in the $50-75 range, while 6% are expecting to spending more than $200.