The heat is on: How to connect with Canadian shoppers this summer

Summer in Canada: it's more than just sunshine, blue skies, and long weekends. It's a golden opportunity for brands that understand the unique needs and desires of Canadian shoppers as they embrace the warmer weather. Let's dive into the key consumer trends that will help you connect with Canadian shoppers and drive sales this summer.

As routines change and days stretch out, so do consumer priorities. One major shift in consumer behaviour is the rise in online sales during the summer months. From 2023 to 2024, online sales during the summer months grew by 9% (Internal Loblaw data, 2024). This suggests that consumers are increasingly embracing the convenience of online shopping while maximizing their time enjoying the summer weather. Instead of spending precious sunny days in crowded stores, some shoppers may opt to browse and buy from the comfort of their patios, poolside, or even on vacation. This presents a prime opportunity for brands to optimize their online presence and capture a larger share of the market by catering to this desire for seamless, convenient shopping experiences.

This shift towards online shopping during the summer months is just one piece of the puzzle. Let's dive into the broader seasonal trends that are shaping consumer behaviour this summer.

Canadians love to gather around food, and summer is the perfect time for outdoor entertaining and patio parties. With that, Canadians are thinking about BBQ hosting essentials, beverages and fresh produce.

• BBQ essentials: Think hamburgers & hotdogs, marinades, sauces, and all the fixings.

• Beverages: From refreshing iced teas and lemonades to craft beers and summer cocktails, Canadians are thirsty for cool drinks.

• Fresh produce: Summer is peak season for local fruits and vegetables, so expect shoppers to stock up on seasonal favourites for salads, grilling, and snacking.

Research from Numerator found that 60% of Canadians plan to celebrate Canada Day, with over 50% of those planning to cook or grill at home. It’s no surprise that we see a spike in meat sales around the long weekends, along with a surge in search activity for complimentary items like buns, bbq sauce and pasta salad (Source: Internal Loblaw data, 2024).

Consumers are actively searching for inspiration and products to elevate their outdoor experiences, making this a prime time to connect with them. And with a rise in online sales, e-commerce platforms are a prime opportunity to capitalize on this season of entertaining. By strategically placing display ads with your brand's products and messaging on relevant pages, you can capture the attention of high-intent shoppers actively seeking BBQ supplies, refreshing drinks, or the perfect ingredients for their summer feasts. Another way brands can reach consumers is to consider sponsored search in their strategy. Not only should you consider the most popular search terms, but the complimentary products consumers are looking for. Strategic ad placements against these related searches allows you to reach a highly targeted audience, increase brand visibility, and drive conversions with precision.

As Canadians embrace the sunshine, the demand for sun and skin protection is set to soar. According to Statista, the sun protection category is projected to continue growing at 2.34% this year, driven by increased awareness of the importance of sun protection and a desire to maintain healthy, radiant skin. Consumers are actively seeking effective and convenient solutions to protect themselves and their families from the sun and insects.

• Sun Care: Sun protection and after sun products are in high demand, plus enhancers like tanning oil.

• Hydrating Skincare: Combatting the drying effects of the sun and heat requires hydrating moisturizers, lotions, and lip balms.

• Insect Repellent: Mosquitoes and other pesky insects are a summer nuisance, driving demand for effective insect repellents.

• Summer Beauty: Consumers reach for hair removal products like waxes and scrubs, along with dry shampoos.

Retail media, when done right, isn't just about pushing your brand front and centre; it's about enhancing the consumer's journey. As Canadians flock to trusted stores like Shoppers Drug Mart^® to stock up on summer essentials, brands can play an important part of that journey. Leveraging in-store advertising can help your brand can capture their attention at the point of purchase. Loyal shoppers heading to Shoppers Drug Mart^®, coupled with the power of the PC Optimum^TM program, provides a unique opportunity to drive engagement and incentivize purchase in two key areas.

To start, by integrating your brand into the PC Optimum^TM ecosystem (both online and in-store), you can offer exclusive points promotions, personalized offers, and targeted messaging to drive trial and loyalty. And secondly, digital screens are another dynamic format to share informative content about sun safety, discounts on bundled sun protection products, or the benefits of hydrating skincare routines. And with over 1,000 screens across Canada, brands can be an integral part of the customer’s journey during the summer months.

Staying healthy and hydrated is key to enjoying the summer months, and Canadians are increasingly prioritizing their well-being during this time. After a long winter, there's a renewed focus on feeling good, both inside and out. To support this, Canadians are actively seeking products that combat allergies, boost energy levels, and maintain optimal hydration.

• Allergy medicine: Seasonal allergies can flare up in the summer, leading consumers to seek relief with allergy medications and natural remedies.

• Boost Energy: Longer days and increased activity levels can lead to fatigue, driving demand for energy-boosting supplements and snacks.

• Provide Hydration: Staying hydrated is crucial in the summer heat, so shoppers stock up on water, sports drinks, and electrolyte-rich beverages.

Canadians have become more focused on health in recent years, with about half of consumers tracking activity like daily steps and their distance travelled (Source: Mintel). In fact, health considerations are still a deciding factor for 38% of Canadians who say it matters the most when shopping for food and drinks (Source: Mintel). Understanding this mindset is crucial for brands looking to connect with consumers on a deeper level. ‘And now with screens in pharmacy areas of Shoppers Drug Mart(R) stores, brands can connect with consumers who are actively searching for products that enhance their overall health.

The key to success in today's retail landscape isn't just about identifying trends; it's about understanding the why behind them and connecting with consumers in a meaningful way. This is where retail media can become an integral part of your overall marketing campaign. It's not about simply placing ads; it's about leveraging consumer insights to gain a deeper understanding of your audiences to create more relevant and personalized campaigns. Brands can begin to:

• Connect with consumers when they're actively searching for products and solutions to their needs, both in the stores and online.

• Build brand loyalty and advocacy by providing valuable content and personalized experiences.

• Drive sales and market share by effectively targeting high-intent shoppers and driving brand discovery.

The opportunity to connect with consumers around these key trends is significant, but it requires a strategic and consumer-centric approach. Ready to unlock the full potential of these trends and connect with your target audience in a more impactful way?

Contact us today to learn how we can help you develop a customized retail media strategy that aligns with your brand goals.