Gen Z And Millennials Defy Affordability Concerns; Plan To Spend 50% More This Holiday Season While Older Canadians Look For Ways To Cut Back
Canadian retailers can expect a spending surge during the 2024 holiday season driven by younger shoppers, according to a recent survey conducted by PwC Canada. This year’s edition of PwC Canadian Holiday Outlook Survey reveals a widening generational divide, with Gen Z and Millennial shoppers poised to outspend older Canadians.