In this episode, Michael welcomes Elisa Swern, National Consumer Markets Leader at PwC Canada, to explore the firm’s 2025 Canadian Holiday Outlook. Elisa reveals how Canadians plan to spend 10 percent less this season, why affordability dominates, and how “Made in Canada” sentiment continues to rise. Together, they discuss generational spending gaps, in-store experiences versus e-commerce, and AI’s growing impact on consumer discovery and retail strategy—all while offering timely guidance for the industry’s next chapter.