As retail media continues to evolve in Canada, IAB Canada is closely monitoring shifts in consumer behaviour, particularly in high-value verticals like luxury. A recent Luxury Retail Trends report from Globe Media Group (2025) offers a timely snapshot of how Canadian luxury consumers are engaging with media and making purchasing decisions and it signals key opportunities for brands and advertisers in this space.
The study focuses on Globe readers, a demographic that closely aligns with Canada’s luxury buyer segment. It reveals that 71% of Globe readers purchase luxury items, with 72% doing so at least once per quarter. The motivations driving these purchases are telling: quality, timeless design, and investment value outrank trendiness or status symbols, suggesting a deeper, more considered consumer mindset.
For advertisers, this presents an opportunity to lean into storytelling and craft that speaks to durability, heritage, and purpose. These consumers aren’t impulse buyers, they are discerning audiences who research, evaluate, and act based on trusted information.
Crucially, the study reinforces the role premium media environments play in the purchase journey. Respondents cite trusted editorial and premium ad placements as key drivers in product awareness and consideration. This aligns with what we continue to hear across IAB Canada’s membership that trust, relevance, and context matter more than ever in an increasingly fragmented digital ecosystem.
Retail media networks in Canada are gaining ground, and the luxury segment is no exception. But as this report highlights, luxury consumers expect more than just convenience and personalization. They want meaningful experiences, credible environments, and purposeful messaging. For Canadian advertisers building strategies in this space, the insights emphasize the importance of working with media partners that deliver high-quality, brand-safe experiences.
We encourage our members to read the full report from Globe Media Group and to consider how these findings can inform their luxury media strategies. As retail media grows, understanding these nuances will be key to delivering real value to both advertisers and audiences.
Read the full report here: Luxury Retail Trends Among Globe Readers – Globe Media Group
Image Credits: Globe Media Group