It turns out that 2021 wasn’t the “return to normal” everyone hoped it would be—but by the year’s end, Canadians were ready to redefine “normal” for themselves and move on with their lives. In spite of the pandemic restrictions that continue to affect retailers, along with supply chain challenges and the Omicron variant, vaccination has been widespread in Canada and consumers are moving out of “crisis mode” and spending money on what they really want, rather than what they strictly need.

And what do they want? Consumers are keen on engaging with brands that provide the best prices, products, and experiences, to expand their travel horizons, and to support sustainable businesses that align with their values.