Homeshopping was already in decline before 2020, as the channel remained mainly popular among older consumers with a preference for shopping over the phone or via mail. However, because of the Coronavirus (COVID-19) lockdowns, many people had to stay at home and therefore spend more time in front of the television, which afforded homeshopping a chance to grow for a limited time.
Rogers Communications Inc (Ontario-based Today’s Shopping Choice (TSC), formerly The Shopping Channel), was the only homeshopping company to see an increase in retail value sales and share in 2020, although Yves Rocher Inc (Yves Rocher) and L Brands Inc (Victoria’s Secret) joined the leader in doing so in 2021. However, the poor performance of small companies, which, grouped under “others”, account for the vast majority of retail value shares, recorded strong sales decreases in 2021.
In 2021, Rogers Communications’s Today’s Shopping Choice partnered CAFA (the Canadian Arts & Fashion Awards) to promote Canadian fashion brands. This new initiative aims to highlight the dynamism of Canadian fashion brands, including via the dedicated “CAFA Shop” on Today’s Shopping Choice’s e-commerce platform.
Homeshopping is projected to see strong decreases in retail value (constant 2021 prices) sales through the forecast period. In particular, homeshopping is set to cede further ground to e-commerce as more and more consumers become accustomed to ordering online due to COVID-19 experiences and trends.
The shift to e-commerce by older consumers, the mainstay of homeshopping in Canada, and a general return to store-based retailing as consumer return to pre-pandemic habits are set to hit the channel hard in the forecast period. However, the ageing population trend offers some potential respite for homeshopping.
TV shopping, the largest single source of homeshopping revenue in Canada, is on the way to becoming the only relevant format as mail order catalogues and direct mail approaches have become increasingly outdated. Thus, the ongoing fall in TV viewership will pose strong headwinds for homeshopping, as younger consumers are less likely to purchase through this channel.
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Homeshopping is the sale of consumer goods to the general public via mail order catalogues, TV shopping and direct mail. Consumers purchase goods in direct response to an advertisement or promotion through a mail item, printed catalogue, TV shopping programme, or Internet catalogue whereby the order is placed and payment is made by phone, by post or through other media such as digital TV. Excludes sales on returned products/unpaid invoices. Excludes sales ordered and paid online which are instead included within Internet retailing. Example brands include Otto, Neckermann, QVC.See All of Our Definitions
This report originates from Passport, our Homeshopping research and analysis database.
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