Canadian Shoppers Are Entering Fall Fashion Season With a Game Plan

CNW Group survey reveals latest shopping habits and names Canada's most fashion-conscious city

TORONTO , Sept.17, 2013 /CNW/ - Canadians see themselves as savvy customers, immune to impulse purchases no matter how much they want something new. In the latest consumer survey, 58 per cent of respondents say they are a needs-based, practical customers and always shop with a purpose—they know exactly what they need and go out and buy it. Only 9 per cent identify themselves as impulse shoppers. Overall, only 24 per cent expect to increase their fall shopping spending this year compared to 2012.


Rational shopping behaviour, however, doesn't seem to include looking for deals, with only 27 per cent of respondents identifying themselves as bargain hunters who turn to coupons and discount codes to save money. The survey revealed that 66 per cent of respondents believe the best deals are found in-store at retailers when they are having a sale, and they do not regularly turn to online coupon and deal sites.

"As our rapid post-launch growth shows, Canadians are just starting to understand they can shop at their favourite stores or online sites to buy the items they actually need and—with very little effort—still save money," said Josh Harding , vice president of global operations for RetailMeNot, Inc. "In only three short months, thousands of Canadians regularly visit to search for coupons from top retailers before purchasing."

The survey also confirmed that nearly half of respondents (48 per cent) rank Montreal as the country's most fashion-conscious city, followed by Toronto (34 per cent) and Vancouver (14 per cent). Calgary may be the place to buy cowboy boots and hats, but only 1 per cent of respondents said the Alberta city sets Canada's fashion trends.

The fall survey also examined fashion and shopping differences between men and women, including:

  • Tube Socks and Trousers: 69 per cent of men identified themselves as needs-based shoppers vs. 48 per cent of women;
  • Men Missing a Deal: 17 per cent of men said they consider themselves bargain hunters who use coupons vs. 36 per cent of women;
  • Mirror, Mirror: Only 33 per cent of men consider themselves fashion conscious vs. 49 per cent of women;
  • The Don Draper Effect? 78 per cent of Canadians believe men are more fashion conscious today than 10 years ago. conducts regular shopping-habit surveys to better understand and meet the needs of Canadian consumers. Interestingly, the current survey shows that respondents don't feel they need to cross the border for a deal, with only 9 per cent saying they find the best deals in-store in the U.S.

U.S. Retailers are making it even easier for consumers to spend less and shop more across Canada . Below are some of the great deals exclusively for Canadians:

  • J. Crew: $9.95 USD flat-rate shipping and a credit to offset the estimated duty fee. Details here.
  • Lands' End: Select U.S. coupon codes, including free shipping, can be used when shipping to Canada .
  • Macy's: Low international shipping rates apply and guaranteed landed costs (no additional charges at delivery). Plus, they're offering free shipping on orders of $99 or more through 9/17/13.

Survey Methodology
From August 28 to August 29, 2013 , an online survey was conducted among 1,004 randomly selected Canadian adults who are Angus Reid Forum panelists. The margin of error, which measures sampling variability, is +/- 3.1 per cent, 19 times out of 20. The results have been statistically weighted according to the most current education, age, gender and region (and in Quebec language) census data to in an effort to obtain a sample representative of the entire adult population of Canada . Discrepancies in or between totals are due to rounding.

About ( is a new digital coupon site in Canada . Its mission is to help consumers save money and enjoy a hassle-free discount shopping experience with retailers serving Canada . promotes digital coupons from thousands of retailers who do business with Canadians. is operated by RetailMeNot, Inc. (SALE), the world's largest digital coupon marketplace.

Twitter: @retailmenotca

About RetailMeNot, Inc.
RetailMeNot, Inc. ( operates the world's largest digital coupon marketplace. The company's websites enable consumers across the globe seeking to save money to find hundreds of thousands of digital coupons and offers from retailers and brands. RetailMeNot, Inc. experienced more than 500 million consumer visits to its websites in the last 12 months. The RetailMeNot, Inc. portfolio of coupon and deal websites includes, the leading digital coupon site in the United States ; in Canada ;, the leading digital coupon site in the United Kingdom ; in Germany ;, a leading digital coupon site in the Netherlands ; and, leading digital coupon sites in France ;, a leading digital coupon site with cash back in France ; and, a leading discount offer site in North America . RetailMeNot, Inc. went public in July 2013 and is listed on the NASDAQ stock exchange under the ticker symbol "SALE." Investors interested in learning more about the company can visit:

Media contacts:

Christy Rabil
RetailMeNot, Inc.
512 777 2897 office
646 554 8873 mobile

Rachael Collier
Citizen Optimum
416 306 6641 office
416 995 1432 mobile

SOURCE RetailMeNot, Inc.


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