Leons.ca markets mid-range furniture, appliances and electronics; some items are discount, but generally speaking, the furniture is of roughly average quality and price (some stores contain high-end showrooms with higher-priced items available).

The company's success stems in part from its marketing of financing plans, which allow customers to defer payments for various lengths of time (the most common of which are 6 and 12-month terms). This financing is offered through Citi Financial in most locations, although Trans-Canada Credit and Visa Desjardins are used by some locations. Many Toronto-area locations will no longer accept cheques, except as payment on outstanding finance bills.

In general, Leon's lives up to its policies of family values and trustworthiness. The company offers a 30-day price guarantee (this guarantee was 90 days until summer 2005), and will generally provide customer service on all items for one year after their purchase. It sells extended warranties on electronics and appliances as the Platinum Protection Plan - with terms varying from a 1 year extension to a 4 year extension on most items - and MagiSeal fabric protection and leather care on selected furniture, which are all marketed together.

Leon's has usually eschewed the traditional low-budget furniture commercial throughout its history; instead of focusing on merchandise as most furniture ads tend to, it opts to produce humorous or memorable commercials, often employing silly gags or jokes to create a lasting impression on viewers.

Its most popular ad campaigns are the Ho-ho-hold the Payments event and the No Money Miracle, both of which having gone through several makeovers over the years. The store's promotional events are generally recurring by month, although several do alternate throughout the year. Most offer discount prices on select items and improved financing terms, along with the option to defer all payment (generally financing requires a deposit of all applicable taxes and fees up-front).

In an effort to attract customers living in condos or smaller dwellings, Leon's launched their Urban Living Collection in June 2007. Leon's Urban Living Collection contains smaller sized sofas, bedrooms and dining sets.