A data profile of the people who buy, follow and care about Dollarama in Canada — modelled from more than twelve digital signal sources. Dollarama has an estimated audience of 6,404,636 people in Canada.
The average Dollarama fan in Canada is 45.5 years old, more female, and lives primarily in Ontario.
The audience is concentrated in Ontario, Quebec, Alberta.
Top brand affinities include Savers, Giant Tiger, A&W Restaurants, with strongest over-indexing on Savers (8.21× the country average).
Demographically, the Dollarama audience skews more female with an average age of 45.5, and over-indexes on personality traits such as Individualism, Early Adopter Mentality.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 10 regions tracked by Rascasse.
The typical Dollarama fan in Canada is more female, around 45.5 years old, with strong Individualism tendencies and a notable affinity for Savers.
The key figures that characterise the Dollarama profile in Canada.
59.2% are female, 40.8% are male, average age 45.5.
| Metric | Value |
|---|---|
| Female | 59.2% |
| Male | 40.8% |
| Average age | 45.5 |
| Estimated audience size | 6,404,636 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 8% | |
| 20-29 | 14% | |
| 30-39 | 18% | |
| 40-49 | 24% | |
| 50+ | 36% |
of the worldwide Dollarama audience comes from Canada.
| Country | Share |
|---|---|
| Canada | 85.1% |
| United States | 4.3% |
| China | 3.4% |
Where the Dollarama audience in Canada is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Quebec | ~2.5M | 1.67× | |
| 02 | Ontario | ~3.5M | 1.35× | |
| 03 | Alberta | ~900K | 1.18× | |
| 04 | Manitoba | ~300K | 1.06× | |
| 05 | Nova Scotia | ~200K | 0.93× | |
| 06 | New Brunswick | ~100K | 0.90× | |
| 07 | British Columbia | ~800K | 0.84× | |
| 08 | Newfoundland and Labrador | ~80K | 0.84× | |
| 09 | Saskatchewan | ~200K | 0.79× | |
| 10 | Prince Edward Island | ~10K | 0.46× |
The strongest cross-interests of the Dollarama audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Save-A-Lot | Food & Beverages | 15.07× | ||
| 02 | Smashburger | Food & Beverages | 14.42× | ||
| 03 | Cashback website | Shopping | 10.10× | ||
| 04 | Savers | Shopping | 8.21× | ||
| 05 | Kirkland's | Home & Garden | 8.11× | ||
| 06 | Savings bank | Business & Career | 6.36× | ||
| 07 | Flipp | Shopping | 5.42× | ||
| 08 | A&W Restaurants | Food & Beverages | 4.76× | ||
| 09 | Giant Tiger | Shopping | 3.68× | ||
| 10 | HomeSense | Home & Garden | 2.66× | ||
| 11 | Wendy's | Food & Beverages | 2.65× | ||
| 12 | FreshCo | Shopping | 2.55× | ||
| 13 | Burger King | Food & Beverages | 2.40× | ||
| 14 | Dollar Tree | Shopping | 2.38× | ||
| 15 | Doordash | Food & Beverages | 2.31× | ||
| 16 | Discounts and allowances | Shopping | 1.81× | ||
| 17 | McDonald's | Food & Beverages | 1.79× | ||
| 18 | Discount stores | Shopping | 1.72× | ||
| 19 | Costco | Shopping | 1.55× | ||
| 20 | Esso | Cars & Mobility | 1.51× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Individualism | JOY | 1.16× | |
| Early Adopter Mentality | POWER | 1.10× | |
| Patriotism | CONSERVATISM | 1.10× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 0.82× | |
| Convenience Orientation | PREMIUM | 0.84× | |
| Need for Security | CONSERVATISM | 0.89× |
Dollarama's target market in Canada covers an estimated 6,404,636 people, concentrated in Ontario and Quebec.
59.2% of the Dollarama audience are female, 40.8% are male, with an average age of 45.5 years.
Dollarama fans show strongest brand affinity for Savers (8.21×), Giant Tiger (3.68×), and A&W Restaurants (4.76×) over the country average.
Dollarama fans in Canada are most concentrated in Ontario (reach ~3.5M), Quebec (reach ~2.5M), and Alberta (reach ~900K). These three regions account for the largest share of the active audience.
Beyond Dollarama itself, the audience over-indexes on Giant Tiger (3.68×), A&W Restaurants (4.76×), Wendy's (2.65×), and HomeSense (2.66×) compared to the Canada average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Canada who actively search for Dollarama. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Canada. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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