A significant shift is underway in Canadian holiday traditions, driven by widespread financial anxiety. More budget-conscious shoppers are embracing second-hand gift-giving this Christmas season, with a particular surge among younger generations.
Survey Reveals Widespread Financial Anxiety
A recent survey commissioned by retail analyst David Ian Gray from the Angus Reid Institute paints a stark picture of consumer sentiment. The post-Black Friday 2025 study found that a staggering 91 per cent of respondents are worried about their household finances. In response, 41 per cent plan to spend less on gifts this year.
David Ian Gray, a veteran analyst and instructor with Capilano University’s business faculty, described the current climate as "fairly uncharted waters." He noted that an "ever present condition of uncertainty" has persisted since the pandemic, affecting both households and retailers.
Stigma Fades as Acceptance Grows
The survey data highlights a remarkable change in attitudes. Overall, 43 per cent of respondents said they would be comfortable giving a second-hand gift. This figure jumps to 53 per cent among those aged 18 to 34.
Perhaps more tellingly, the perceived stigma around receiving used items has largely dissolved. A substantial 66 per cent of those surveyed stated they would be perfectly okay receiving a pre-owned gift.
Gray emphasizes that this trend isn't solely about economic pressure. "For younger shoppers, rather than there being a stigma buying second-hand, it’s almost become a cool thing," he said, pointing specifically to fashion, where vintage stores offer unique finds unavailable in mainstream malls.
Thrift Stores See a Holiday Boom
This cultural shift is reflected on the retail floor. Tricia Hills, whose family runs the three-store Stoxx Thrift and Vintage chain, has witnessed a dramatic change in holiday shopping patterns over the last few years.
"In the past, we would be like a ghost town at Christmas," Hills recalled. "It’s not a time where we would be like, ‘yeah, it’s Christmas,’ for second-hand shoppers, because not a lot of people would buy a second-hand item for a relative."
That has changed. Hills now sees customers, especially from the younger generation, who seek out sustainable gifts or have friends who specifically request second-hand items. She confirms that all of their customers are ultimately bargain hunters, with notable traffic at their locations in Woodgrove Mall (Nanaimo), Kingsgate Mall (Vancouver), and Metropolis at Metrotown (Burnaby). At the busy Metrotown location, many shoppers arrive after first checking the prices of new merchandise in the mall.
The combination of financial strain and a growing cultural appreciation for sustainability and uniqueness is reshaping the Canadian holiday economy. What was once a taboo is rapidly becoming a mainstream, and for some, a preferred method of gift-giving.
