- Canadians are evenly split on whether they will be participating in Black Friday/Cyber Monday.
- Of those planning to shop the deals, one-third say they’re planning to spend less than last year.
November 24, 2022:
Black Friday/Cyber Monday offers some of the best deals all year and is an event that is anticipated by many. We wanted to know if Canadians are planning to participate in Black Friday/Cyber Monday shopping despite the current economic conditions, and if they are, how much they are planning to spend.
Findings show that one-half (51%) of Canadians are planning to shop for deals this year, while another half say they won’t be participating (49%). Of those who intend to shop (n=633), four in ten plan to spend the same amount of money as last year (43%), one-third plan to spend less (33%), while one in seven plan to spend more (14%) and one in ten say they didn’t buy anything on Black Friday/Cyber Monday last year (11%).
The likelihood of participating in Black Friday/Cyber Monday shopping decreases with age and increases with household income. Of those who will be shopping Black Friday/Cyber Monday deals, women are more likely to plan to spend less than last year, while men are more likely to say they plan to spend the same amount as last year. Those living in Quebec are least likely to be planning on shopping on Black Friday/Cyber Monday this year, while those in BC and Ontario are most likely to be making plans to shop.
Results are from a survey conducted in partnership between Narrative Research and the Logit Group. The survey was conducted online between November 8 and 11, 2022 with 1,243 Canadians, 18 years of age or older from the Logit Group’s Canadian Omnibus. Data were weighted based on the 2016 Census, by gender, age, and region to reflect actual population distribution. As a non-probability sample (i.e., a panel sample where residents have joined a panel to share their opinions), and in accordance with CRIC Public Opinion Research Standards, a margin of error is not applied.
The question asked was:
Are you planning on shopping Black Friday/Cyber Monday deals this year?
If yes, are you planning on spending…..?
- More than last year
- The same as last year
- Less than last year
- Not applicable – I didn’t buy anything on Black Friday/Cyber Monday last year
For more information, please contact:
Margaret Chapman, COO & Partner, Narrative Research – 902.493-3834, firstname.lastname@example.org
Sam Pisani, Managing Partner, Logit Group – 416.629.4116, email@example.com
Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company was recently certified as a WBE (Women Business Enterprise). As a non-partisan, 100% Canadian-owned research company, Narrative Research is dedicated to providing clients with state-of-the-art research and strategic consulting services.
The Logit Group (https://logitgroup.com/) is a leading North American data collection and market research execution company headquartered in Toronto, conducting large-scale projects for a variety of well-known research agencies and brands. Logit employs industry-best technologies across an array of methodologies, and is independent, experienced and quality-oriented.