The Premium Retail Report: How Globe Readers are Shopping

Dipping Canadian retail sales in July sparked concern and contributed to a weakened Canadian dollar against its U.S. counterpart. With all eyes on the Canadian economy, we wanted to understand the extent to which this downward trend was reflected in our readership, especially as it pertains to premium purchase habits.

We turned to our Globe Insiders panel of readers to find out how they defined “premium”, what purchases they had made in the last 12 months, whether buying Canadian played into their decision-making, and more.

Readers say quality and craftsmanship define ‘premium’.

Many things come to mind when thinking of “premium”: high price tags, specific brand names, and of course, status. Yet, despite brands long trying to build brand equity within the premium space, our study showed that only 34% of Globe readers associate “premium” with a specific brand. Rather, a majority of readers, 83%, define higher-end purchases as having high quality and craftsmanship. Over half (63%) defined premium as a travel experience, and 53% as a long-lasting or investment item.

Experiences prioritized over products.

Over the last twelve months, the largest share of premium purchases made were for travel or vacation experiences, with 61% of respondents purchasing in this category. This was followed by dining and entertainment (50%), tech purchases (30%), apparel or accessories (24%), and home or furniture (22%). Overall, Globe readers prioritized experiences over products when buying premium, at 37% and 30%, respectively, while 34% of readers emphasized both equally.

Most readers buy premium more than once a year.  

While buying premium typically isn’t an everyday occurrence, it isn’t a rarity either. 56% of readers buy premium occasionally, while 20% purchase premium regularly. Over the course of a year, this translates to 59% purchasing premium a few times or more, 29% purchasing premium only once, and 12% less than once.

Geopolitics influences premium purchasing.

In light of the “Buy Canada” movement and global tensions leeching into local politics, we wanted to see what impact, if any, these events had on premium purchases. The survey results indicated 85% of readers believe it is important to buy Canadian when making a premium purchase, demonstrating a readership that is engaged with the news and is thoughtful about who they support. 

This loyalty to home-grown products was also backed by action: 72% of readers said they are more likely to buy Canadian, and 63% avoided brands from certain countries. Politics is also changing how they shop, and notably, what they pay attention to when shopping. We found that the frequency of tariff news had a particular impact, with 33% of premium shoppers noticing fluctuating prices, tariffs, or exchange rates.  

Beyond politics: the practical drivers of purchases. 

Globe readers are discerning shoppers. When making a premium purchase, they place the highest value on quality and craftsmanship (78%), followed by durability (62%), value for money (59%), and brand reputation (58%).  

They expressed diverse reasons for making a premium purchase. Over half (57%) did so for travel or special events, 54% to replace an older item, 43% as an investment, 34% for gifting, 31% because of a personal milestone, and 29% as a self-reward.  

Readers foresee steady purchasing habits.

Globe readers expect their premium purchases to remain the same over the next 12 months. When asked why they haven’t purchased more often in the last year, 76% cited a lack of need, 60% cited price, 30% cited economic concerns, and 27% cited uncertainty about the value. Despite this, a quarter of readers would consider making more premium purchases if they had greater access to products or brands.

Readers rely on trusted sources for purchasing decisions.  

There’s no shortage of opinions about products online, but whose point of view do people actually listen to when it comes time to make a purchasing decision? Our study showed a clear preference for trusted sources, such as online reviews in articles and blogs (61%), personal recommendations from loved ones (58%), digital newspapers (39%), print newspapers (33%), and print magazines (28%). Despite the high prevalence and visibility of online influencers, only 5% of readers look to these creators for inspiration or information.

Online research dominates, with expert reviews leading the way.  

Globe readers are careful and thorough when making a premium purchase. 69% watch expert reviews and 68% look into product features or learn about the craftsmanship required to make the product. Their research habits revealed an overwhelming tendency toward online research for 94% of readers, with only 3% relying exclusively on in-store research.   

Notably, advertising placement affected consumers’ perception of a brand, with 51% of readers viewing premium brands that advertised in a trusted news environment as more premium. 

Customer experience is more important than ever.  

When it comes to a premium feeling shopping experience, Globe readers value human connection. 78% say knowledgeable staff make their experience feel premium. This was followed by 59% citing the ability to experience products firsthand, 53% citing feeling valued as a customer, and 50% citing personalized service or attention.  

Customer experience is more important than ever.  

When it comes to a premium feeling shopping experience, Globe readers value human connection. 78% say knowledgeable staff make their experience feel premium. This was followed by 59% citing the ability to experience products firsthand, 53% citing feeling valued as a customer, and 50% citing personalized service or attention.  

Loyalty is earned, not given.

49% of readers have preferred brands, but are open to change. Better quality was cited by 67% of readers as a reason they would consider switching their preferred premium brand. This was followed by better value (66%), a recommendation (51%), changes in brand ownership or location (45%), and no longer aligning with preferences or needs (42%).  

Readers want to experience products at brand events.  

When it comes to brand events, the verdict is split: 51% have never attended and show no interest in attending future events. Of the 49% who are interested in brand events, 22% have never attended one before. This group expressed interest in attending if it allowed them to experience the products firsthand (70%), aligned with their interests (59%), or provided a behind-the-scenes view of the brand (54%).  

Summary

Overall, Globe readers care more about quality, longevity, and value than a brand’s perceived status. They are deliberate in their purchasing decisions, relying on trusted sources like loved ones, online expert reviews, and newspapers. The Canada-first mentality continues to dominate decision-making, and advertising within trusted news environments has a positive impact on brand perception for half of Globe readers.