--- title: "The Modern Dollarama Shopper: Why Canada's Favourite Dollar Store Isn't Just About Low Prices" description: Discover how Dollarama has evolved into a mainstream retailer, attracting diverse shoppers and increasing purchase frequency, revealing new opportunities for brands. image: https://www.fieldagentcanada.com/hubfs/Headers-58.png --- [![Field-Agent-Canada-Logo](https://www.fieldagentcanada.com/hs-fs/hubfs/2022%20Website%20Refresh/2022%20-%20Header/Field-Agent-Canada-Logo.png?width=2000&height=497&name=Field-Agent-Canada-Logo.png "Field-Agent-Canada-Logo")](https://fieldagentcanada.com) - Our Solutions - [Shopper Insights](https://www.fieldagentcanada.com/mobile-research) - [Product Insights](https://www.fieldagentcanada.com/product-insights) - [Concept Testing](https://www.fieldagentcanada.com/concept-tests) - [Shelf Evaluation](https://www.fieldagentcanada.com/shelf-evaluation) - [Competitive Insights](https://www.fieldagentcanada.com/competitive-insights) - [Cannabis Shopper Insights](https://www.fieldagentcanada.com/cannabis-shopper-insights) - [On-Site Visibility](https://www.fieldagentcanada.com/mobile-audits) - [Display Audits](https://www.fieldagentcanada.com/display-audits) - [Price Checks](https://www.fieldagentcanada.com/price-check) - [On-Shelf Availability](https://www.fieldagentcanada.com/on-shelf-availability) - [Item Checkup](https://www.fieldagentcanada.com/item-checkup) - [Drive Trial](https://www.fieldagentcanada.com/drive-trial) - [Ratings & Reviews](https://www.fieldagentcanada.com/ratings-and-reviews) - [Buy & Try](https://www.fieldagentcanada.com/buyandtry) - [Social Mentions](https://www.fieldagentcanada.com/social-mentions) - [360° Innovation Booster](https://www.fieldagentcanada.com/360) - [Volume Booster Digital Coupons](https://www.fieldagentcanada.com/volume-booster-digital-coupons) - [Mystery Shopping](https://www.fieldagentcanada.com/mystery-shopping) - [Marketplace](https://www.fieldagentcanada.com/marketplace) - [How It Works](https://www.fieldagentcanada.com/how-field-agent-works) - [Blog](https://www.fieldagentcanada.com/blog) - [Read Our Blog](https://www.fieldagentcanada.com/blog) - [Field Agent - In the Press](https://www.fieldagentcanada.com/in-the-press) - [Love Letters to Canadian Brands](https://www.fieldagentcanada.com/love-letters-to-canadian-brands) - [What's on the Fence?](https://www.fieldagentcanada.com/whats-on-the-fence) - [Contact](https://www.fieldagentcanada.com/contact-us-master-lp) - [For Agents](https://www.fieldagentcanada.com/agent-app-canada) - [Agent Support](https://fieldagentcanada.zendesk.com/hc/en-us/) - [Become a Field Agent](https://www.fieldagentcanada.com/agent-app-canada) - [Agent FAQ](https://www.fieldagentcanada.com/agent-app-canada-faq-english) - [Top Agent Leaderboards](https://www.fieldagentcanada.com/top-agent-leaderboards) [ Log In ](https://ca.fieldagent.net/log-in/) [ Sign Up ](https://ca.fieldagent.net/sign-up-landing/?) - [ Log In ](https://ca.fieldagent.net/log-in/) - [ Sign Up ](https://ca.fieldagent.net/sign-up-landing/?) [![endcaps-image](https://info.fieldagent.net/hs-fs/hubfs/2019%20FA/blog/endcaps-image.png?width=342&height=179&name=endcaps-image.png "endcaps-image")](https://www.fieldagentcanada.com/blog) ### Search Posts: ### Subscribe Here: [![Canadian Milk Report ](https://no-cache.hubspot.com/cta/default/6064788/3b884a5a-ce3b-48c3-8fe7-bd83212a58ff.png)](https://cta-redirect.hubspot.com/cta/redirect/6064788/3b884a5a-ce3b-48c3-8fe7-bd83212a58ff) ![](https://www.fieldagentcanada.com/hubfs/Headers-58.png) # The Modern Dollarama Shopper: Why Canada's Favourite Dollar Store Isn't Just About Low Prices Jul 13, 2026 3:15:19 PM | [Jeff Doucette](https://www.fieldagentcanada.com/blog/author/jeff-doucette) [Mobile Research](https://www.fieldagentcanada.com/blog/tag/mobile-research) [** ](http://www.linkedin.com/shareArticle?mini=true&url=https://www.fieldagentcanada.com/blog/the-modern-dollarama-shopper) [** ](http://www.facebook.com/sharer.php?u=https://www.fieldagentcanada.com/blog/the-modern-dollarama-shopper) [** ](https://twitter.com/intent/tweet?url=https://www.fieldagentcanada.com/blog/the-modern-dollarama-shopper) [** ](https://www.fieldagentcanada.com/blog/the-modern-dollarama-shopper#) For years, Dollarama has been viewed as the place Canadians go to stretch their budgets. While affordability remains one of its biggest strengths, today's Dollarama shopper is far more diverse than many brands realize. Our latest research reveals that Dollarama has become a mainstream shopping destination, attracting Canadians across virtually every income level while encouraging more frequent visits and larger basket sizes than ever before. Here are some of the biggest takeaways: Our infographic highlights just a few of the numbers that illustrate the scale of the opportunity, but there's much more to the story, so keep reading below.    ![2-2](https://www.fieldagentcanada.com/hs-fs/hubfs/Blog/2-2.png?width=800&height=2000&name=2-2.png)   ## Dollarama Has Become a Truly Universal Retailer One of the most striking findings is just how broad Dollarama's appeal has become. Across every income bracket, approximately **95–96% of Canadians reported shopping at Dollarama within the past 60 days.** That includes: - Lower income households: **96%** - Lower-middle income households: **96%** - Upper-middle income households: **96%** - Upper income households: **95%** This challenges the long-held perception that Dollarama primarily serves budget-conscious consumers. Instead, it has evolved into a retailer that appeals to nearly every Canadian household. For brands, that means Dollarama is no longer simply a discount channel—it's a mass-market opportunity. --- ## Nearly Every Canadian Household Shops There Overall, **96% of Canadian households visited Dollarama during the past 60 days.** Very few retailers enjoy this level of household penetration. When a retailer reaches this many Canadians, it becomes increasingly important for brands to understand what shoppers are purchasing, how often they're visiting, and where new opportunities exist. --- ## Canadians Are Visiting More Often Shopping frequency is increasing as well. Our research found that: **37% of shoppers say they're visiting Dollarama more frequently in 2025 than they did in 2024.** That increase isn't simply driven by inflation. Canadians have become more comfortable using Dollarama for everyday purchases, seasonal shopping, household essentials, and impulse purchases. As visit frequency grows, so do the opportunities for brands to capture attention. --- ## Basket Sizes Continue to Grow The average Dollarama shopping trip now totals: **$23.96** While individual items remain inexpensive, shoppers are clearly filling their baskets with multiple products during each visit. This creates opportunities for cross-category purchases and impulse buying that many manufacturers may overlook. --- ## Dollarama Shoppers Visit Multiple Locations Another interesting finding is that the average shopper visits: **2.7 unique Dollarama stores over a 60-day period.** This suggests many Canadians shop near home, work, while travelling, or whenever a Dollarama is conveniently located. For brands, consistent execution across locations becomes increasingly important since shoppers are encountering multiple stores, not just their neighbourhood location. --- ## Where Brands See the Biggest Growth Opportunities We also asked shoppers where they would like to see Dollarama expand. Nearly half (**48%**) said they would like more refrigerated and frozen grocery options. Other recurring themes included: - Better grocery assortments - More health and beauty products - More national brands - Improved product quality perception These responses highlight areas where both Dollarama and consumer packaged goods brands may find new opportunities as the retailer continues to evolve. --- ## What Canadians Are Buying The most commonly purchased categories include: 1. Snacks & candy (76%) 2. Seasonal items (73%) 3. Party supplies (65%) 4. Household products (55%) 5. Pantry grocery items (47%) These categories continue to drive traffic while reinforcing Dollarama's role as a destination for both planned purchases and impulse buying. **There's even more insights in the full report, which you can read here: [Decoding the Dollarama Opportunity](https://www.fieldagentcanada.com/blog/decoding-the-dollarama-opportunity-for-cpg-suppliers)** [Mobile Research](https://www.fieldagentcanada.com/blog/tag/mobile-research) - << Previous Post** - [**Next Post >> ](https://www.fieldagentcanada.com/blog/virtual-store-tour-loblaws-city-market-vancouver) ## related posts ### [The Modern Dollarama Shopper: Why Canada's Favourite Dollar Store Isn't Just About Low Prices](https://www.fieldagentcanada.com/blog/the-modern-dollarama-shopper) [Read More ⟶](https://www.fieldagentcanada.com/blog/the-modern-dollarama-shopper) ### [Virtual Store Tour - Loblaws City Market, Vancouver](https://www.fieldagentcanada.com/blog/virtual-store-tour-loblaws-city-market-vancouver) [Read More ⟶](https://www.fieldagentcanada.com/blog/virtual-store-tour-loblaws-city-market-vancouver) ### [AI Shelf Monitoring vs Human Store Checks: Which Works Better for Canadian CPG Brands?](https://www.fieldagentcanada.com/blog/ai-shelf-monitoring-vs-human-store-checks) [Read More ⟶](https://www.fieldagentcanada.com/blog/ai-shelf-monitoring-vs-human-store-checks) ## For App Users ## Business Solutions ## Get in Touch [Contact Us](https://www.fieldagentcanada.com/contact-us) © 2022 Field Agent Canada. 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