Canadian Tire is crediting a stronger quarter to a more connected loyalty ecosystem and a string of practical partnerships. Its Triangle Rewards program — now used by roughly 12 million customers — has evolved from a points scheme into a tactical tool for delivering timely, relevant offers that pull shoppers back into stores, fuel sites and online.
More members aren’t just signing up; they’re shopping differently. About 9.8 million accounts are active, up roughly 6% year over year. Management attributes that bump to making the program available across more banners and fuel locations and to smarter communications that respond to actual shopping behavior. By syncing rewards across channels and tailoring outreach to real purchasing patterns, Canadian Tire says it has widened the gap in spending and visit frequency between members and non-members.
The company moved away from blanket discounts and leaned into personalization. Targeted offers — often time-limited — produced higher-than-average redemption rates and lifted basket sizes. Transaction segmentation let the team spot both frequent buyers and lower-frequency customers with upside, then present incentives tuned to increase visits in specific markets without relying on across-the-board markdowns.
Local timing and cross-channel coordination mattered. Fuel-station promotions were aligned with in-store deals to capture cross-shopping, boosting conversion and customer lifetime value. Transaction insights also informed assortment and stock allocation, cutting promotional out-of-stocks and capturing more sales during peak campaign windows. Canadian Tire tracked ROI closely — incremental sales, redemption rates and visit cadence — to steer marketing and operational investments.
Management estimates personalized loyalty offers contributed about $300 million in sales. In the fourth quarter, comparable store sales rose roughly 4.2% year over year and 3%. Holiday and Black Friday periods were particularly strong, with healthy foot traffic complementing e-commerce growth — a reminder that the physical store network still plays a central role in the company’s omnichannel strategy.
All banners helped drive results. Sport Chek saw stronger retail sales, while Mark’s and Canadian Tire Retail posted mid-single-digit growth. Improved product availability, better-timed promotions and expanded fulfillment capacity helped the company meet weather-driven and seasonal demand. Executives pointed to record Black Friday and e-commerce performance, crediting effective use of the Triangle promotional toolkit.
Operational readiness — stock levels, logistics and promotion planning — determined which locations captured the uplift, and management says keeping those capabilities sharp will guide near-term execution and capital allocation. They also noted that the spending gap between members and non-members is widening across income groups, which they view as evidence that members are actively hunting value and responding to targeted incentives.
Beyond the core retail banners, Canadian Tire’s portfolio includes Party City, Atmosphere, Sports Experts, Pro Hockey Life, PartSource, Canadian Tire Gas+ plus financial services and a real estate trust. Triangle Rewards now spans many of these brands and several external partners, widening where customers can earn and redeem benefits — a useful advantage as household budgets tighten and some competitors retrench.
For shoppers, the payoff is concrete: real savings and a more tailored experience, although the upside depends on how often someone shops. For investors, a well-run rewards program that drives incremental sales, improves inventory efficiency and strengthens cross-brand loyalty looks like a practical lever for growth in a cautious consumer environment.