Fast fashion or sustainability? Canadians likely to face dilemma this holiday season

One retail analyst told Global News he predicts that Canadians' tight budget this holiday season will lead to an over-consumption of fast fashion over more sustainable options.

Lisa Simmons is used to helping customers check off their Christmas lists at her women’s clothing store during the holiday season, but she says this year has been far less busy than usual.

Simmons is the owner of Lemonberry in Aurora, Ont., which has been in business for over 20 years. She describes the store as eco-conscious, with local manufacturing and sustainability at the front of mind.

“Unfortunately, I actually find it more challenging this year than I did during COVID,” Simmons told Global News.

She says she’s always had customers who are knowledgeable about sustainable shopping and who value purchasing quality over quantity. While they still come by, she says the volume of customers who have been coming through her door this holiday season is not the same.

“I guess it’s a sign of the times,” she said.

Multiple studies have shown that Canadians are planning on keeping a tight budget this holiday season due to the skyrocketing cost of living. Retail analyst Bruce Winder says it could mean shoppers swap their sustainable shopping plans for more cost-friendly deals.

Fast-fashion retailers in particular will likely find it easier this season than in years past to reel in Canadians aiming to tighten their purse strings, Winder says.

He says consumers may feel as though they have no choice than to shop at less sustainable companies in order to find the lowest prices possible and stay within their budget.