David Ian Gray, Retail Strategist Breaks Down Angus Reid Research on the Mainstreaming of Second-Hand Shopping in Canada

In this episode of The Voice of Retail podcast, host Michael LeBlanc welcomes back retail strategist, educator, and thought leader David Ian Gray, Principal of DIG360 Consulting Ltd. and retail faculty at Capilano University’s School of Business. Together, they explore the latest Angus Reid survey on Canadian shopping habits and the rapidly evolving pre-owned and circular retail economy.

David begins by setting the stage with his dual role: guiding Canadian retailers through strategic challenges while also developing retail-focused academic programming in Vancouver. He shares his perspective on how the local retail scene is rebuilding post-pandemic, with indie retail and dining seeing a revival even as downtown Vancouver struggles with the loss of anchor stores like Nordstrom and Hudson’s Bay.

The heart of the conversation is David’s latest consumer research, developed in partnership with Angus Reid. The study reveals that 77% of Canadian adults purchased pre-owned items in the past year, proving that second-hand shopping has gone fully mainstream. Canadians aren’t just bargain hunting—they’re motivated by sustainability, affordability, and the thrill of finding something unique.

The conversation highlights surprising generational behaviors, such as Gen Z’s enthusiasm for vinyl records and printed books, a countertrend to the assumption that digital-first generations avoid physical media. David suggests this reflects a desire for independence from digital platforms and a deeper need for tangible, cultural experiences.

Michael and David also unpack the dominance of Facebook Marketplace, where 76% of respondents reported making a purchase in the past year, underscoring the hybrid online/offline nature of second-hand shopping. They contrast this with other channels—Kijiji, eBay, luxury resale platforms like Poshmark, charity thrift stores, and even brand-led resale initiatives from Canada Goose, IKEA, and Patagonia.

For Canadian retailers, the research carries critical lessons. Second-hand is no longer a niche category but a major competitor for consumer dollars. David warns that traditional retailers may underestimate how much revenue is “leaking” into resale markets. While profitability challenges remain—logistics, inventory management, and product quality—brands that strategically embrace resale can enhance consumer loyalty, sustainability credentials, and differentiation.

The episode closes with a rapid-fire round covering the future of AI in retail, Hudson’s Bay’s uncertain real estate footprint, Vancouver’s Retail West conference, and the biggest Canadian retail story to watch in 2025: tariff uncertainty. David emphasizes that until trade clarity is achieved, Canadian retailers will remain cautious in decision-making.

The Voice of Retail podcast is presented by Hale, a performance marketing partner trusted by brands like ASICS, Saje, and Orangetheory to scale with focus and impact.

Michael LeBlanc is the president and founder of M.E. LeBlanc & Company Inc, a senior retail advisor, keynote speaker and now, media entrepreneur.  He has been on the front lines of retail industry change for his entire career. 

Michael has delivered keynotes, hosted fire-side discussions and participated worldwide in thought leadership panels, most recently on the main stage in Toronto at Retail Council of Canada’s Retail Marketing conference with leaders from Walmart & Google.  He brings 25+ years of brand/retail/marketing & eCommerce leadership experience with Levi's, Black & Decker, Hudson's Bay, CanWest Media, Pandora Jewellery, The Shopping Channel and Retail Council of Canada to his advisory, speaking and media practice.

Michael produces and hosts a network of leading retail trade podcasts, including the award-winning No.1 independent retail industry podcast in America, Remarkable Retail with his partner, Dallas-based best-selling author Steve Dennis; Canada's top retail industry podcast The Voice of Retail and Canada's top food industry and one of the top Canadian-produced management independent podcasts in the country, The Food Professor with Dr. Sylvain Charlebois from Dalhousie University in Halifax.

Rethink Retail has recognized Michael as one of the top global retail experts for the fifth year in a row, the National Retail Federation has designated Michael as on their Top Retail Voices for 2025, Thinkers 360 has named him on of the Top 50 global thought leaders in retail, RTIH has named him a top 100 global though leader in retail technology and Coresight Research has named Michael a Retail AI Influencer.  If you are a BBQ fan, you can tune into Michael’s cooking show, Last Request BBQ, on YouTube, Instagram, X and yes, TikTok.

Michael is available for keynote presentations helping retailers, brands and retail industry insiders explaining the current state and future of the retail industry in North America and around the world.