A growing movement toward analog activities is reshaping consumer habits across North America. Driven by digital fatigue and a distaste for artificial intelligence, people are increasingly seeking out tactile experiences, such as puzzles, board games, and physical stationery, to disconnect from their screens.

Why are people choosing analog activities?

Many consumers are looking for ways to avoid "doomscrolling" and the feeling of emptiness that constant connectivity can cause. This shift is evident in several sectors:

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  • Hobbies: Businesses like Villager Puzzles in B.C. have seen massive growth by offering modern, artist-designed puzzles as an alternative to phone use.
  • Socializing: There is a resurgence in interest for traditional games, such as mahjong, with searches for beginner tutorials rising significantly.
  • Marketing: In British Columbia, some businesses are using pen and paper for social media advertisements to push back against "AI slop."

How is this impacting Canadian businesses?

Canadian entrepreneurs are finding success by catering to this desire for human-centric products. In Toronto, some bookstores focus on subscription boxes filled with items "created by real humans" to appeal to those wary of AI. This sentiment is particularly strong in the arts, where customers are mindful of where their money goes.

Even the travel industry is seeing a change. Rather than large, rigid coach tours, Canadians are showing a preference for small-group travel that offers meaningful, local connections. Intrepid Travel reported that its Canadian bookings rose 48 per cent year over year in September, reflecting this appetite for personal experiences.

What is next for the offline market?

As the trend continues, the distinction between digital and physical experiences may become even sharper. For retailers, the opportunity lies in providing authenticity. Research suggests that 62.1 per cent of Canadian consumers shop small specifically to support local merchants, indicating that community-focused, tangible goods remain a powerful economic driver.

FAQ

Is digital fatigue a real trend?

Yes, many consumers are seeking offline ways to relax, contributing to a surge in phone-free events and interest in physical hobbies.

How does AI influence this shift?

Growing distaste for AI-generated content is driving people toward products and advertisements that feel authentically human and handmade.