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Economy

3 Trends Shaping Consumer Shopping Behavior – Beyond The Economy – Forbes

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As US retail sales data start to show the effects of recent economic turbulence, brands and retailers are digging deep on ways they can stay relevant in shoppers’ wallets.

VISIONS 2022, a report released last week by Future Commerce, cites eight key trends shaping consumer behavior and culture. Future Commerce also surveyed 1000 US consumers to understand how key themes manifest within the consumer mindset. Here are three of them, and how they relate to retail brands.

Trend 1: The homogenization of experiences.

“But for all its power, eCom has become boring. Homogenous. Samey-samey. Decision fatigue beget a sort of prix-fixe menu for buying things online that has led to everything looking and feeling identical.” – VISIONS 2022

Due in part to the proliferation of software solutions for retailers large and small, there is an established playbook for how a website looks, feels, and functions.

This is especially true for retail marketplaces. Being so far ahead of the competition, Amazon’s
AMZN
site experience has become de-facto for competing retailers. But simply following the direction of the incumbent market leader can lead to a generation of tired, homogenized experiences.

Consumers performing a side-by-side comparison of Target
TGT
, Amazon and Net-A-Porter found no significant difference in perceived user-friendliness or distinctiveness of look & feel.

Solutions like Mirakl and Marketplacer offer an incredible value proposition: to turn any online retailer into a third-party marketplace. The downside is essentially a copy-and-paste interface that forces manufacturers and retailers to compete on product selection and price alone. Between these B2B marketplace solutions and mass-market website builders like Shopify, it is not uncommon to see online stores starting to look increasingly familiar.

64% of consumers agree that its rare to come across a website that feels unique or has unexpected functionality. Brands and retailers looking to burst out of this mold have an opportunity to capture the imagination and curiosity of consumers who are ready for new and innovative online experiences – to browse, discover, and be inspired.

Trend 2.The Sacraments of Commerce

“Much has been written about the secularization of the modern age. But what if our religious rituals are manifestations of human needs; truths that our souls long to discover? A brand’s ultimate desire? That we find identity, community, meaning, and collective purpose.” – VISIONS 2022

According to Future Commerce research, 44% of consumers are becoming more superstitious, or more open to ideas that cannot be rooted in logic or reason.

Accordingly, brands and retailers are trying to fill a spiritual gap. Popular beauty brands like Glossier are referred to as having “cult followings”. Indeed Glossier founder Emily Weiss said in an on-stage interview that the brand took its growth cues from how world religions have scaled.

One a lighter note,89% of consumers say they’ve started — and maintained — some new rituals since the pandemic began in 2020. Framing what would previously be considered a mundane experience of washing one’s face in the morning has morphed over time into “skincare rituals” and “night-time routines,” among a broader cultural movement around self-care.

Trend 3. Our Robot Future

“Insights and creative derived from AI may become sympathetically influential — we may begin to feedback data to AI that are a result of decisions made by prior AI-influenced insight. This feedback loop may create challenges for decision-makers in brands.” – VISIONS 2022

We live in an era of convenience that many of our predecessors wouldn’t be able to imagine: voice assistants, 15-minute grocery delivery, and self-driving cars. Artificial intelligence is the engine behind these innovations. But how much of a self-fulfilling prophecy are brands delivering to consumers?

As one research participant said, “I bought a toilet seat on Amazon and now it thinks I have an insatiable desire for more toilet seats.”

Future Commerce data say that 43% of consumers have changed their digital behaviors in some way to avoid data collection or algorithm changes.

What does this mean for brands? The bar for convenience is continually lifted and proven a non-negotiable. Amazon’s value proposition of free, 2-day shipping set an uncomfortable bar many years ago, but is now table-stakes for any online store. But there are limits to our our robot future. Consumers are more wary of immediate effects – like algorithmic suggestions that are off – as well as longer-term impacts on privacy and safety.

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Economy

Canada’s unemployment rate holds steady at 6.5% in October, economy adds 15,000 jobs

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OTTAWA – Canada’s unemployment rate held steady at 6.5 per cent last month as hiring remained weak across the economy.

Statistics Canada’s labour force survey on Friday said employment rose by a modest 15,000 jobs in October.

Business, building and support services saw the largest gain in employment.

Meanwhile, finance, insurance, real estate, rental and leasing experienced the largest decline.

Many economists see weakness in the job market continuing in the short term, before the Bank of Canada’s interest rate cuts spark a rebound in economic growth next year.

Despite ongoing softness in the labour market, however, strong wage growth has raged on in Canada. Average hourly wages in October grew 4.9 per cent from a year ago, reaching $35.76.

Friday’s report also shed some light on the financial health of households.

According to the agency, 28.8 per cent of Canadians aged 15 or older were living in a household that had difficulty meeting financial needs – like food and housing – in the previous four weeks.

That was down from 33.1 per cent in October 2023 and 35.5 per cent in October 2022, but still above the 20.4 per cent figure recorded in October 2020.

People living in a rented home were more likely to report difficulty meeting financial needs, with nearly four in 10 reporting that was the case.

That compares with just under a quarter of those living in an owned home by a household member.

Immigrants were also more likely to report facing financial strain last month, with about four out of 10 immigrants who landed in the last year doing so.

That compares with about three in 10 more established immigrants and one in four of people born in Canada.

This report by The Canadian Press was first published Nov. 8, 2024.

The Canadian Press. All rights reserved.

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Economy

Health-care spending expected to outpace economy and reach $372 billion in 2024: CIHI

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The Canadian Institute for Health Information says health-care spending in Canada is projected to reach a new high in 2024.

The annual report released Thursday says total health spending is expected to hit $372 billion, or $9,054 per Canadian.

CIHI’s national analysis predicts expenditures will rise by 5.7 per cent in 2024, compared to 4.5 per cent in 2023 and 1.7 per cent in 2022.

This year’s health spending is estimated to represent 12.4 per cent of Canada’s gross domestic product. Excluding two years of the pandemic, it would be the highest ratio in the country’s history.

While it’s not unusual for health expenditures to outpace economic growth, the report says this could be the case for the next several years due to Canada’s growing population and its aging demographic.

Canada’s per capita spending on health care in 2022 was among the highest in the world, but still less than countries such as the United States and Sweden.

The report notes that the Canadian dental and pharmacare plans could push health-care spending even further as more people who previously couldn’t afford these services start using them.

This report by The Canadian Press was first published Nov. 7, 2024.

Canadian Press health coverage receives support through a partnership with the Canadian Medical Association. CP is solely responsible for this content.

The Canadian Press. All rights reserved.

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Trump’s victory sparks concerns over ripple effect on Canadian economy

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As Canadians wake up to news that Donald Trump will return to the White House, the president-elect’s protectionist stance is casting a spotlight on what effect his second term will have on Canada-U.S. economic ties.

Some Canadian business leaders have expressed worry over Trump’s promise to introduce a universal 10 per cent tariff on all American imports.

A Canadian Chamber of Commerce report released last month suggested those tariffs would shrink the Canadian economy, resulting in around $30 billion per year in economic costs.

More than 77 per cent of Canadian exports go to the U.S.

Canada’s manufacturing sector faces the biggest risk should Trump push forward on imposing broad tariffs, said Canadian Manufacturers and Exporters president and CEO Dennis Darby. He said the sector is the “most trade-exposed” within Canada.

“It’s in the U.S.’s best interest, it’s in our best interest, but most importantly for consumers across North America, that we’re able to trade goods, materials, ingredients, as we have under the trade agreements,” Darby said in an interview.

“It’s a more complex or complicated outcome than it would have been with the Democrats, but we’ve had to deal with this before and we’re going to do our best to deal with it again.”

American economists have also warned Trump’s plan could cause inflation and possibly a recession, which could have ripple effects in Canada.

It’s consumers who will ultimately feel the burden of any inflationary effect caused by broad tariffs, said Darby.

“A tariff tends to raise costs, and it ultimately raises prices, so that’s something that we have to be prepared for,” he said.

“It could tilt production mandates. A tariff makes goods more expensive, but on the same token, it also will make inputs for the U.S. more expensive.”

A report last month by TD economist Marc Ercolao said research shows a full-scale implementation of Trump’s tariff plan could lead to a near-five per cent reduction in Canadian export volumes to the U.S. by early-2027, relative to current baseline forecasts.

Retaliation by Canada would also increase costs for domestic producers, and push import volumes lower in the process.

“Slowing import activity mitigates some of the negative net trade impact on total GDP enough to avoid a technical recession, but still produces a period of extended stagnation through 2025 and 2026,” Ercolao said.

Since the Canada-United States-Mexico Agreement came into effect in 2020, trade between Canada and the U.S. has surged by 46 per cent, according to the Toronto Region Board of Trade.

With that deal is up for review in 2026, Canadian Chamber of Commerce president and CEO Candace Laing said the Canadian government “must collaborate effectively with the Trump administration to preserve and strengthen our bilateral economic partnership.”

“With an impressive $3.6 billion in daily trade, Canada and the United States are each other’s closest international partners. The secure and efficient flow of goods and people across our border … remains essential for the economies of both countries,” she said in a statement.

“By resisting tariffs and trade barriers that will only raise prices and hurt consumers in both countries, Canada and the United States can strengthen resilient cross-border supply chains that enhance our shared economic security.”

This report by The Canadian Press was first published Nov. 6, 2024.

The Canadian Press. All rights reserved.

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