Canadians Planning to Save Big this Black Friday

Canadians Planning to Save Big this Black Friday

Almost half of shoppers surveyed will spend a week or more preparing for the occasion, according to new research from Metroland.

One in four Canadians surveyed plan to shop the sales this Black Friday and Cyber Monday, and new research from Metroland details how they’re making decisions on where and when to go. According to the recent survey, 44% of respondents will spend at least a week making plans for their Black Friday and Cyber Monday shopping excursions.

And they’re using a number of channels to make those plans. Flyers - checked in-store, at home or online - are the most relied-upon sources of information for planning a Black Friday or Cyber Monday shopping spree (45%). A brand’s own website (40%) and digital and online ads (35%) are the next-most-referenced sources of information. Social media (28.5%) and television or radio ads (16.4%) will be less-used channels this November.

“Typical shopping behaviours are amplified on Black Friday, which even in Canada is now one of the biggest retail events of the year,” said Michelle Digulla, Vice-President of Marketing at Metroland Media. “Given this, it’s not surprising to see the importance of flyers - both print and digital -  in the Black Friday path to purchase. Even during a regular shopping period, we know that consumers rely heavily on flyers to make shopping decisions - they’re an even more critical tool at a time of heightened sensitivity to deals and pricing.”

Black Friday looks to be the bigger winner for retailers this year: on average, Black Friday shoppers say they’ll spend $347 on November 25 - $100 more than they anticipate spending on Cyber Monday ($246). Electronics are expected to be a major shopping focus; almost 60% of shoppers surveyed (57.1%) plan to shop the category, with clothing and accessories (40.7%) a close second.

Consumers surveyed are planning to take their time to prepare for their shopping adventures, with more than 70% of respondents indicating that they’ll start planning at the same time or earlier than they did last year.

“Black Friday continues to gain momentum as a significant sales event in Canada,” commented Craig Flannagan, Vice President, Consumer Marketing, Cadillac Fairview. “Canadians have embraced Black Friday since its introduction in the country over the past 5 to 6 years, marking this day as the unofficial start of the holiday shopping season. Over the past few years we’ve seen traffic increases on Black Friday and we see this trend continuing as more retailers adopt this holiday year after year.”

This new research supports findings from a study Metroland completed with Brandspark earlier this year, which found that 81% of consumers use printed flyers as a resource for local community and shopping information. And online flyers like are growing in popularity - the Brandspark research found that 52% of consumers look to digital flyers for local community and shopping information, and one in three respondents to Metroland’s Black Friday survey indicated they would check flyers online before hitting the stores.

“At Metroland, we’ve found it’s Important for retailers to have a compelling experience for consumers during each stage of shopping,” explained Digulla. “Whether that planning is happening at home, with the print flyer, or, increasingly in-store, through mobile apps like”

About the Research
The research results reflect responses from 750 English-speaking Canadians surveyed by Metroland Media through the Google Consumer Surveys publisher network. The survey was conducted between September 1 and September 8, 2016.

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Tags: metroland, savings, consumers, customers, black friday, survey, cyber monday