- Hoping to find some good deals, a growing number of Canadians plan on shopping the sales on Black Friday/Cyber Monday.
- Of those planning to shop the special sales, two thirds say they will spend as much or more than last year.
November 22, 2023
Typically offering some of the best deals all year, Black Friday and Cyber Monday are becoming increasingly popular among Canadian residents keen to find great deals in this tough economic climate. In an increase from 2022, two thirds of residents told us they are planning to shop the sales this year (65%; up 14 points from one year ago).
Demographically, results are consistent with last year: residents of Quebec are less likely to plan on shopping (57%) compared to those living in other parts of the country. By age, Boomers are least likely to be interested in sales (45%) compared to younger residents (Gen Z: 84%; Millennials: 84%; Gen X: 73%). Those who are employed are more likely to plan on shopping, compared to those who are unemployed, students, or retirees. The likelihood of participating in Black Friday/Cyber Monday shopping increases with household income.
Compared with last year, Canadians who are planning to shop the sales are likely to be spending as much (50%; up 7 points) or more than last year (17%; up 3 points), while a quarter think they’ll spend less than a year ago (23%; down 10 points).
Results are from a survey conducted in partnership between Narrative Research and the Logit Group. The survey was conducted online between November 14 and 16, 2023 with 1,230 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 questions asked were:
Are you planning on shopping Black Friday/Cyber Monday deals this year?
– Yes
– No
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, mchapman@narrativeresearch.ca
OR
Sam Pisani, Managing Partner, Logit Group – 416.629.4116, sam.pisani@logitgroup.com
Narrative Research (www.narrativeresearch.ca), is a leading public opinion and market research company headquartered in Canada. The company is certified as a Women Business Enterprise (WBE). 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.
Follow us on Twitter at @EveryNarrative and @LogitGroup
