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What Hudson’s Bay’s Fall Teaches Us About Business Survival
And why marketers should pay attention to current consumer trends
krista sylvester
March 20, 2025
Hey friend,
You’ve probably heard the big news by now and yes it’s true; beloved Canadian retail icon Hudson’s Bay is liquidating its assets and closing all 96 stores. After the initial nostalgia-dripped shock wear off, we have to wonder how we got to the point where Canada’s oldest company - a brand synonymous with the patriotism of the maple leaf - is a thing of the past. More importantly, we dive into what this means for the marketing industry.
Table of Contents
Are you surprised about Hudson's Bay liquidating its stores? |
The demise of traditional retail: Lessons for marketers
The decline of iconic department stores, including most recently Hudson's Bay and previously Sears and Zellers, offers valuable lessons for marketers. As these Canadian retail giants close their doors, the industry’s transformation serves as a reminder of how rapidly consumer behavior, technological innovation, and market dynamics can shift. In November 2024, Statistics Canada reported that the business closure rate edged up by 0.1 percentage points to 5.0%, marking a 0.4 percentage point increase above the historical average. Coresight Research predicts that there will be another 15,000 closures across North America this year alone.
For marketers, these changes provide valuable insights into the evolving landscape of retail, customer expectations, and the importance of staying agile. The downfall of Hudson's Bay and other traditional department stores offers marketers a blueprint for what happens when businesses fail to evolve. Staying agile, embracing digital transformation, focusing on niche markets, and providing excellent customer experiences are all fundamental for surviving in today’s competitive retail environment.
Marketing Lessons to Take Away
Embrace the Digital Revolution - E-commerce has fundamentally changed how consumers shop, making a strong online presence essential. Traditional retailers that thrived on foot traffic are now losing to brands that prioritize digital experiences. Marketers must invest in e-commerce platforms, mobile apps, and social media engagement to meet modern consumer expectations for convenience, personalization, and seamless shopping.
Specialization Over Generalization - Retailers like Ikea and Best Buy succeed by excelling in niche markets, while department stores struggle with a broad, unfocused approach. Consumers now prefer brands that offer expertise, curated selections, and specialized value. The lesson? Define your brand’s unique proposition, focus on a specific niche, and become the go-to expert in that category.
Value Beyond Price - Today’s shoppers demand more than just competitive pricing—they want convenience, efficiency, and a seamless experience. Retailers must optimize checkout processes, offer fast and reliable shipping, and simplify returns. Value-added services, such as personalized recommendations, loyalty programs, and exclusive content, can further strengthen brand loyalty and drive long-term engagement.
Adapt to Evolving Consumer Expectations -Consumer behavior is constantly shifting, and brands that fail to evolve risk obsolescence. Younger, tech-savvy shoppers expect instant gratification, digital-first experiences, and personalized interactions. Marketers must proactively track trends, leverage customer feedback from social media and surveys, and adapt their strategies to stay ahead of changing preferences.
The retail landscape is evolving rapidly, and businesses that embrace digital transformation, focus on specialization, enhance customer experience, and stay attuned to shifting consumer behaviors will be the ones that thrive.
What You Missed Last Week
Five Jelly Academy Grads rocked a live webinar sharing unique perspectives on the future of marketing. From AI integration to community-focused approach, there was a special spark in seeing the industry through their eyes.
If you weren’t able to catch this incredible webinar, you can catch the live recording in the SocialNext Marketing Alliance Space.
Upcoming Webinars, Workshops and Partner Events
Marketing Collaboration Myths: Aligning Agencies, Consultants & In-House Teams
Marketing Advisor and Brand Strategist, Daniel Francavilla, is debunking the biggest myths about marketing collaboration and reveals how to build a team that actually works. Whether you’re in-house, agency-side, or somewhere in between, you’ll walk away with actionable strategies to create a marketing ecosystem that drives real results.
When: Wednesday, March 26th @ 10 AM MST/12 PM EST
Where: SocialNext Marketing Alliance - RSVP
The Future of Agri-Tech Marketing in Canada – Virtual Conference powered by SocialNext
The importance of incorporating agri-tech into agricultural and farming practices is crucial for advancements in one of the world’s most important and lucrative industries
Industry leaders will be sharing key insights and actionable strategies on how your agriculture or farming organization can not only survive, but thrive.
Here’s who you will be hearing from:
Katelyn Duban, President & Lead Creative, Wild Rose Farmer Inc and The Rural Woman Podcast Host will be sharing From Story to Strategy: What Works in Ag Marketing Today
Heather Watson, Executive Director, Farm Management Canada speak to Farming for the Future Navigating Change for Continuity and Growth
Emily Baillie, AI & Marketing Strategies, Trainer & Professor and Founder of Compass Content Marketing will dive into AI in Agri-Tech Marketing: Smarter Strategies for Growth
Eric Postma, Digital Marketing Consultant & Author, will be teaching us How to Define a Unique and Differentiated Digital Experience
Brad Brinkworth, Managing Director for Sermo.Farm will shine a light on Cultivated Content: Harvesting Results with AI-Enhanced Content Marketing
Susan Groeneveld, Co-Founder & AgTech Entrepreneur behind sylvester.ai and WS will bring you in on the secret of How Cats and Ag-Tech Intersect
Whether you are in the Agri-Tech, Agriculture or Farming industry or keen to learn more about, come learn from and connect with these bright minded leaders.
Date: March 27th @ 10 AM - 1 PM MST/12 PM - 2 PM EST
Registration: $25 CAD
Where: The SocialNext Marketing Alliance Community Space - Get your ticket
And if you’re in agri-tech industry and looking to upskill, you can explore funding opportunities are available through Digital Marketing Skills Canada.
Exciting News! HighLevel Joins SocialWest 2025 as Title Sponsor
We’re thrilled to announce that HighLevel is the official Title Sponsor of SocialWest 2025. As the ultimate all-in-one marketing automation platform, HighLevel empowers agencies and businesses to scale smarter.
Exclusive Offer: Until midnight tomorrow, grab the HighLevel VIP Ticket for:
Full event access
$250 off standard pricing
VIP-only gift from HighLevel
Elevate your SocialWest experience with HighLevel. Get your VIP Ticket here.
All our major in-person conferences are on sale for the first time ever!
SocialNext: Toronto: April 25th is right around the corner! Last year’s event sold out, so get your ticket before it’s too late and save $250 with limited-time Early Bird Pricing. Make sure you’re there.
SocialEast: there is one more week to grab a Pre-Sale Price ticket to our coveted Halifax event happening September 25th &2 6th. Secure your seat at the best price, before it’s too late.
SocialPacific: tickets are on-sale with the best price available for a limited time only. Grab your ticket to our Vancouver conference happening on October 30th!
Which event will you be attending? |
Canadian Marketing & Business Weekly Brief
Vancouver Canucks unveil brand-new marketing slogan - SocialPacfic’s legendary past presenters from the Vancouver Canucks marketing team are taking a fresh approach with a new slogan centered around memories made.
What Canada’s tariff-impacted spring housing market means for marketing - The trade war may be having an impact on the country’s housing market this spring, and the uncertainty is likely to cause hesitation among potential buyers, which can also influence purchasing decisions in other sectors as well. In a slow market, consumers may delay big-ticket purchases like home renovations, furniture, and appliances.
Buy Canadian movement starts to take a sizable bite out of U.S. business - The ‘Buy Canadian’ movement is gaining momentum, sending shockwaves through U.S. industries, from tourism to liquor sales. But while some businesses are thriving, others are bracing for a harsh reality. Who wins, who loses, and what’s next?
Canada's counter-tariffs are hurting small businesses. Even so, many still support them - Canada’s counter-tariffs are meant to hit back at U.S. trade policies, but small businesses like Lax Shack and Cluck Clucks are caught in the crossfire. With costs skyrocketing and tough choices ahead, some business owners are questioning their stance. Will they stand by the tariffs—or fight for survival?
Trends & Insights: Take Note
As we hit mid-March, marketing continues to evolve with rapid advancements in technology, trending consumer behaviors, and new industry standards. Delve into this month’s trends.
From music producer condiments to playful bath products, here are 100 marketing trends you need to know about right now. Hint: brand collaborations are all the rage right now, blending pop culture, food, and self-care experiences to engage consumers in unique ways.
Discover the advantages of leveraging Amazon Ads on Prime Video Canada and learn how Canadians interacted with them as Amazon Ads reflects on it's first year with Prime Video Canada.
Leaders met at Ad Ages NextGen Marketing Summit to dive into the reasons behind why Gen Z’s influence on marketing goes beyond their generation.
Find Your Next Career Move
Marketing Strategist (Contract-to-Full-Time), BottomLine (Calgary, AB – Remote/Hybrid)
Help brands uncover insights and craft impactful marketing strategies at BottomLine. This role is ideal for a strategic thinker who excels in research, brand positioning, and guiding clients through high-impact initiatives. Requires 3+ years of experience in marketing strategy, research, and digital projects. Agency experience is a plus.
Sr. Account Executive, Fashion, Amazon Ads (Toronto, ON – Hybrid)
Help leading global fashion brands scale their business through Amazon Ads’ powerful insights and advertising solutions. This consultative sales role requires expertise in B2B sales, digital media, and programmatic advertising, with a strong ability to drive revenue growth and build strategic partnerships with advertisers and agencies. Requires 5+ years in B2B sales and 7+ years in digital media.
Freelance Marketing Assistant, Pedesting (Remote, Part-Time)
Use your creativity to shape more accessible, inclusive spaces! Pedesting seeks a Marketing Assistant to support B2B2C campaigns through graphic design, video storytelling, and digital marketing. Ideal for a freelancer or recent grad skilled in Canva, Adobe Suite, social media strategy, and content creation. Paid role, 10–15 flexible hours per week.
Social Media Coordinator, Jelly Marketing (Fort Langley, BC – Hybrid)
Join a high-energy team of digital storytellers, go-getters, and social media experts at Jelly Marketing! This role is perfect for a detail-oriented, trend-savvy communicator with a passion for creating engaging content across platforms like Instagram, TikTok, Facebook, and more. Requires strong writing skills, social media expertise, and the ability to manage multiple brand voices. Experience with Hootsuite, Canva, and SEO-driven content is a plus.
Enjoy those Hudson’s Bay liquidation sales while you can!
Until next week,
Mike Morrison and the SocialNext Team
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