What Interac’s Consumer Spending Trends Tell Us about Donor Engagement this Fall
By Veronica Pellini
As summer fades and we transition into fall, it's worth reflecting on something fascinating that happened across Canada over the past few months. While economists debated inflation rates and consumer confidence, we witnessed a quieter but more revealing story unfold in how people chose to spend their money. This wasn't simply about spending more or less, it was about spending with purpose. If you’re a non-profit communications staffer, or a charity leader, Interac’s recent report reveals that your donors are showing you what they value through their everyday decisions.
The data tells a compelling story about how we’re using money:
We’re making deliberate choices about where we spend our money: Nearly 8 in 10 Canadians deliberately shifted at least one monthly purchase from big-box retailers to local businesses.
We want to make financial choices that bring us joy: Two-thirds discovered that small, affordable treats—fresh berries from the farmers' market, bread from the neighbourhood bakery—genuinely lifted their spirits, especially when those purchases supported someone in their local community.
We are looking local: 70% of Canadians actively sought out Canadian-made products, with 65% choosing to skip American alternatives when local options were available.
These aren't just consumer trends. They're signals about what your donors value, how they make decisions, and what they're looking for from the organizations they support. And, they’re a roadmap for more meaningful donor engagement.
What This Means for Your Fall Strategy
Local Connection Matters More Than Ever
The shift toward farmers' markets, community events, and neighbourhood businesses reflects a desire for something deeper than convenience. Canadians are actively choosing relationships over transactions, proximity over anonymity.
Even if your mission spans continents, your donors live in communities. They want to understand how your work connects to their own neighbourhoods, their own networks, their own lived experience. A global health organization might highlight how their Canadian researchers are developing solutions. An international relief agency could share how their Canadian volunteers are training others worldwide.
2. People Are Craving Shared Experiences
Canadians didn’t stop spending - they were still traveling, dining out, and taking part in activities with family and friends, even when budgets were tight. They invested in moments that brought them together. For your organization, this reinforces something we've long suspected: donors don't just want to give; they want to belong.
Consider how you can transform your typical ask into an invitation to participate. Instead of sending another impact report or doing your typical gala, find a way to connect - host an intimate donor breakfast where supporters can meet a family they've helped. Replace your standard volunteer opportunities with collaborative experiences that create genuine connections between your mission and your community.
3. Value Consciousness Runs Deep
With inflation still shaping daily decisions, Canadians became discerning about where every dollar went. They asked harder questions: "Will this purchase deliver real value?" and “Will this small investment bring me joy?”. This same mindset follows them when they consider charitable giving.
Do your fall or year-end campaigns communicate clear value and the joy of making even a small gift? "Your monthly gift creates lasting change" feels abstract. "Your $75 monthly gift provides school supplies for three students all year - that's just $2.50 per week" connects directly to their value-conscious thinking. Show the math. Make the impact tangible. Help donors see exactly how far their generosity travels.
The Bigger Picture: Your Donor Personas Need Updating
We try to remind our clients regularly - while we take the time to carefully understand and build donor personas, your donors aren’t static, and donor personas aren't permanent. The same person who gave consistently for five years may have fundamentally different motivations today. The summer spending shifts we've observed aren't temporary blips—they represent evolving values that will influence giving decisions well beyond this fall.
If your "typical donor" profile still reflects pre-pandemic assumptions, you're likely missing opportunities to connect authentically. The donor who once appreciated detailed program reports might now prefer short videos showing real impact. The supporter who gave primarily through direct mail might be ready for text-based giving if you frame it as immediate, efficient, and personal.
Refreshing your donor personas isn't about starting over! It's about layering current insights over proven foundations. Ask yourself: What has changed in our donors’ world? How might the donors who chose local farmers' markets this summer respond differently to your year-end campaign? What would resonate with supporters who specifically looked out for Canadian-made products?
What this Means for Canadian Generosity
These summer spending patterns reveal something quite encouraging: Canadians are making thoughtful choices about where to invest their money, time, and attention, meaning they are more intentional about their generosity.
The non-profit organizations that will thrive this Fall's giving season are those that pause, take a real look at what has changed, adapt to shifts and respond accordingly. Your donors are showing you what they value through their everyday decisions. As you finalize your fall campaigns, meet your supporters where they actually are today, not where they were eighteen months ago.
Do your donor profiles need updating? Probably. If you need help, talk to us. It’s simpler than you think and can make an enormous difference to how your year ends.
Remember: your donors are humans - and humans keep growing and changing. Your organization and how you connect should consistently be evolving to match your donors current values and motivations. And you don’t need to go it alone. To discover how these insights can be tailored to your unique challenges, Graf-Martin offers strategic guidance for marketing leaders navigating today's complex economic and cultural environment.
Because strategic fundraising looks like paying attention to the broader patterns that shape how people make decisions.
Check out Interac’s recent report here: https://www.interac.ca/en/content/news/interac-summer-spending-snapshot-reveals-how-global-pressures-are-reshaping-canadians-purchase-habits/
