Poll reveals what clothing Canadians are purchasing online vs. in-store

Canadians Prefer Shopping Online for Clothing and Accessories

TORONTO– Whether a shopper’s favourite season is winter, spring, summer or fall, stocking their wardrobe to keep up with Canada’s ever-changing weather conditions can be a costly feat. According to a recent Ebates.ca poll, 50 per cent of Canadians cite summer as the season they most look forward to for clothing and accessory fashions, with fall coming in as the second perennial favourite at 29 per cent. Canadians’ sentiments are slightly less warm when it comes to spring (12 per cent) and, with little surprise, the least favoured northern fashion season is winter (nine per cent).

With fall officially in full swing and winter just around the corner, Canadians are seeking ways to stay comfy-cozy and on trend without breaking the bank. Not surprisingly, women (36 per cent) tend to look forward to the fall fashion season versus men (22 per cent). As notoriously smart shoppers, Canadians’ clothing and accessory buying decisions are predominantly influenced by price (63 per cent) and quality (54 per cent). However, stylishness (42 per cent), practicality (36 per cent) and usefulness (31 per cent) also top the list of important purchasing considerations, with brand (20 per cent) and uniqueness (19 per cent) falling lower on the list.

“If Canada is known for one thing, it’s our very distinct four seasons and, more specifically, our cold and wet weather, which begins in the fall and spans through the spring,” said Belinda Baugniet, VP of marketing and resident shopping expert. “It’s interesting to see what influences Canadians’ buying decisions and what they’re looking for when they shop online to keep up with the fluctuating weather conditions and the trends!”

Online vs. In-store
The vast majority of Canadians (82 per cent) have purchased clothing and/or accessories online. Canadians predominantly shop online for clothing (69 per cent and 75 per cent for women), footwear (49 per cent) and jewelry/watches (41 per cent). Other items commonly purchased online include coats/outerwear (34 per cent), handbags/wallets (34 per cent), hats/gloves/scarves (31 per cent) and sunglasses (24 per cent).

Canadians cite the reasons they enjoy online shopping for clothing and accessories as:

63 per cent find better prices/deals online
62 per cent enjoy the convenience of anytime/anywhere shopping
50 per cent can access stores/brands that aren’t located nearby
48 per cent find that there is better selection
43 per cent say that it is more convenient overall
19 per cent like that they can try it on and decide in the comfort of their own home
18 per cent find it easier to make returns
15 per cent enjoy that they can purchase multiple sizes and keep what fits best

Online Shopping Habits
The survey found that Canadians have spent an average of $330 on their most expensive online clothing/accessory item, but some have spent as much as $10,000 online on a single item! Canadians enjoy having access to clothing and accessories online, so much so that a whopping 92 per cent say that even if a retailer has brick and mortar stores they should also make their products available online. Aside from the price and convenience of shopping online, Canadians cite additional benefits of shopping online versus in-store as finding more unique products (85 per cent), finding more fashionable products (77 per cent) and simply having more fun (71 per cent).

The items Canadians are most likely to splurge on include clothing (36 per cent), footwear (22 per cent), jewelry and watches (13 per cent), handbags and wallets (8 per cent). Comparatively, Canadians are most likely to search for a deal on clothing (29 per cent), footwear (24 per cent) and coats and outerwear (16 per cent). When it comes to luxury items, Canadians tend to purchase accessories over clothing, such as luxury jewelry and watches (25 per cent), handbags and wallets (20 per cent) and footwear (16 per cent).

About the survey The Ebates Canada survey was conducted online in September 2018 with a nationally representative sample of 1,011 Canadians. A sample of this size is accurate to within +/-3 percentage points, 19 times out of 20.

About Ebates Inc. The Ebates brand supports a strong community of savvy shoppers around the world and has paid out nearly $1 billion to its global members. Ebates.ca membership is free and allows consumers to shop online at over 750 of their favourite top-name retailers while earning Cash Back on every purchase they make, paid out quarterly in the form of a #BigFatCheque or via PayPal. Founded in 1998, Ebates began international expansion with the launch of Ebates Canada in 2012 headquartered in Toronto, and was acquired by Rakuten, Inc. in 2014. Ebates.ca is proudly and specifically built by Canadians, for Canadians.