Toronto millennials obsessed with puzzles and local shop is cashing in

Toronto's first and only store dedicated to jigsaw puzzles just celebrated its three-year anniversary, and business is still booming.

The Puzzle Nerds is located at 2761 Dundas St. W. in the Junction and exclusively sells puzzles in various sizes that people turn to for a quiet, off-screen activity. 

Co-owner Deborah Corner tells blogTO that in its early years of operation, the shop attracted a wide range of ages and gender identities. But the clientele has shifted in age. Now, the shop draws a much younger crowd of puzzle enthusiasts as new demographics pick up the trend.

"We've noticed a lot of young couples coming in just to pick up a puzzle to do over the weekend, if they want to stay home," Corner says. "Or, four or five friends who pick puzzles and then they want to swap amongst themselves. We're definitely seeing that trend in a younger audience."

The Puzzle Nerds owners Jo-Anne Bergeron (left) and Deb Corner (right). 

There was a time when puzzles and other hands-on activities like knitting and gardening were just stuff our grandparents would do. But in a post-pandemic world, as many of us continue to seek balance in our daily lives, these "granny hobbies" are fully embraced by millennials and Gen Zers.

Part of the appeal, Corner believes, lies in how much puzzles themselves have evolved. Today's designs feature bold, modern illustrations, much better than those lo-fi images of humdrum scenery in those dusty puzzle boxes once stacked at our grandparents' cottage.
Many Canadian puzzle companies, Corner says, are also making a conscious effort to showcase diverse artists and subjects, allowing younger people to see themselves reflected in the work. 

"There's a real emphasis on being able to see yourself in a puzzle, so it's not just like horses and farms."

This new approach is paying off big time for The Puzzle Nerds.

"Canadian sales have been, still, really strong, and our online sales are up this year," Corner says. 

In addition to its physical store, The Puzzle Nerds has operated an online shop since 2021, selling to customers across North America. Corner explains that Quebec, Alberta and Ottawa are the other three most successful markets behind Toronto. 

What do most people buy at the Toronto shop?

"The 1,000-piece puzzle is always the big seller. It usually edges out the 500-piece, no pun intended there," Corner says, noting that the smaller, 100 to 300-piece puzzles are also picking up steam among young customers. 

"People like to do them as a sort of 'puzzle snack,'" she explains. "People in the city don't have a lot of space, so you can get that sense of accomplishment a little quicker because they take up and around an hour [to complete]."

This year, Corner noticed customers are especially drawn to puzzles featuring Canadian landmarks and local scenes. In the store, Toronto-themed puzzles are particularly popular, with images of Trinity Bellwoods, Kensington Market, the TTC streetcar –  even raccoons, our city's unofficial mascot – flying off the shelves.

In 2026, Corner says The Puzzle Nerds would like to be more involved with community activities. One idea in particular that has many customers buzzing with interest is a speed-puzzling event, where hundreds of people gather at tables and puzzle for hours. It may not sound like your regular high-stakes, adrenaline-pumping sport, but some people in Toronto take it seriously.

The Puzzle Nerds is located at 2761 Dundas St W.