There is a lack of information in the media when it comes to Canadian consumer trends during Black Friday as opposed to American trends. For more than 10 years, we’ve been analysing Canadian shopping behaviour from location to age to gender and interest.

Black Friday Discount, one of the leading online Black Friday platforms, reveals the major Canadian shopping behaviour trends of this Black Friday. In efforts to understand Canadians during this shopping frenzy, we’ve published a 2015 report to allow Canadian shoppers and news outlets a deeper understanding of the Canadian e-commerce landscape.

Study Highlights

  • Canadians are restraining on overspending this Black Friday. Yet, enthusiasm is skyrocketing 4 weeks earlier than in 2014.
  • Black Friday shoppers are spending more time researching beforehand to make well-informed purchases. Retailers need to think twice about “deal fraud”.
  • The popularity of price comparison websites and deal forums used as deal detectors are gaining momentum in 2015.
  • We remain one of the few shopping platforms that fight for price transparency during the most dangerous shopping day.
  • A shift in Canadians’ shopping behaviour towards Black Friday and away from Boxing Day.
  • Each province is unique on Black Friday. While Ontarians’ show a major Black Friday interest in smartphone deals, British Columbians are obsessed with camera deals.
  • Vendredi Noir’s popularity is rising in Quebec.
  • Canadian retailers need to catch up with their shoppers’ mobile habits.
  • Online shopping is expanding each year but so is the age bracket that shops on Black Friday. More and more of online shoppers are of 55+ years old.
  • A 24-hour Black Friday is a thing of the past.

As technology evolves and the popularity of Black Friday grows in Canada, stores are going to need to adapt to Canadians’ changing shopping habits. We’re interested to see how this shopping event changes over the coming years. Who knows, maybe we’ll see November become a month-long Black Friday sale.