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Consumer Closeness in the Age of Social Distancing 

                                 Week of Nov 2 : Holiday Shopping – Black Friday                               ᐈ Canada flag circle stock vectors, Royalty Free canada flag illustrations | download on Depositphotos®

 

Despite having mixed feelings, most Canadians plan to celebrate the holidays and buying gifts is a big part of it

%

Excited ?

%

Stressed ?

%

Relaxed ?‍♀️

%

Overwhelmed ?

%

Confident ?

Holiday Shopping Plans

Holiday Celebration Plans

  • Definitely celebrating 81% 81%
  • Not celebrating 5% 5%
  • Still undecided 14% 14%

%

are planning to make purchases this holiday season mostly for gifting ?

For Canadians, Black Friday is an opportunity to grab a good deal, though some feel that deals are getting less attractive every year

How Canadians feel about Black Friday

More Canadians find themselves shopping on Black Friday now

 

“Honestly I didn’t used to know what Black Friday was, but now a lot of places do. I’ll keep an eye out if there’s a sale for anything I need.”

“I have not paid much attention to Black Friday in the past. Now that I’m mainly shopping online I’ll check to see if I can get any deals.“

“I never cared before, but with Canadian retailers adopting BF, I have started watching for deals and taking advantage of some.“

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However, existing shoppers feel the deals are getting less attractive

 

“I feel like the offers are less real every year… they seem more like fake offers that are not really saving me much money.”

“The deals on Black Friday are not that spectacular any more. They want to make more money so they give average discounts. I want to see better deals and real competition between retailers.”

“The sales have gotten worse. It’s harder to find anything I really want or need at a price that’s good enough to take advantage of.”

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There are some who feel Black Friday is more American than Canadian

“Black friday isnt as extreme here in my community as it is in other places, especially the US.”

“I think Black Friday in Canada is hilarious as it is totally an American thing. Yet the stores here have adopted it. Sometimes there are deals to be had but mostly it is all hype and hot air.“

“I feel like in Canada, the big sales event is on Boxing Day… Black Friday just isn’t important to me.”  

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Nearly half plan to shop on Black Friday this year, with most seeking deals online

Prime Day v/s Black Friday

%

made a purchase on Prime Day

(83% Canadians are aware of Prime Day)

%

will shop during the Black Friday sales

When Canadians plan to shop Black Friday sales

(Among those who plan to shop)

Planned Days To Shop During Black Friday

  • Will shop on the days leading up to Black Friday ONLY 17% 17%
  • Will shop on the days leading up to AND on Black Friday 72% 72%
  • Will shop on Black Friday ONLY 11% 11%

%

will do the majority of their holiday shopping during Black Friday

What Canadians plan to buy during Black Friday sales

%

Clothing, Footwear and Accessories

%

Toys & Games

%

Health and Beauty Products

%

Personal Electronics

%

Books, Magazines, Calendars and Stationary

%

Video Games & Consoles

Other: Small Appliances (19%); Computor Appliances, Software & Accessories (16%); Gift Cards (15%); Jewlery (13%) Sporting Goods (9%); Experiences (8%); Music & DVD Movies (8%); Subscription Boxes (7%); Furniture (6%); Major Appliances (5%); Food Gift Sets (3%)

How Canadians plan to shop during Black Friday sales…

  • All online 45% 45%
  • Mostly online 21% 21%
  • Equally online and offline 22% 22%
  • Some / little online 7% 7%
  • All offline 5% 5%

“I don’t really enjoy shopping in person on Black Friday, but I love taking advantage of the online sales! I have shopped online in the past on Black Friday and will continue to do so this year.”

“I usually watch online for items I want and if the discounts are only in store I will make a trip, if I can get the same discounts online and free shipping, I will just order online.”

 

“I do think Black Friday has been getting bigger and bigger over the last few years and picking up traction. Not much has changed for me but if there are better deals I might buy more. I try to avoid crowds and stuff though and find online deals are about the same if not better than in person.”

How much Canadians plan to spend during Black Friday sales

%

are planning to spend up to $300

(11% Canadians plan to spend more than $1000 on Black Friday)

  • Planning on spending more this year 16% 16%
  • Planning on spending the same as last year 56% 56%
  • Planning on spending less this year 28% 28%

Consider starting your own Seasonal program with Reach3!

Longitudinal behavioral learning framework featuring immersive Conversational Quant and Qual to engage with consumers across key seasons and drive future growth strategies

e-Commerce / Bricks & Mortar Mobile Video Shop-a-long

Shoppers take us along with them on their seasonal shopping trip for the season, utilizing their phone’s video and camera features for in-store and screen share for online ?

Mobile Post-Purchase Deep Dive

Same shoppers answer additional questions as it relates to their retailer and brand selection(s), as well as their seasonal routines / rituals and how particular brands fit with them ?‍♀️

In-the-Moment Ritual Illumination

Same shoppers are recontacted via text notification and asked to help us better understand their seasonal usage occasions and rituals via photo and video uploads ?

Catch up on past reports: Click here.

A word on our approach

This research is not just another COVID-19 survey. This study was conducted using immersive mobile messaging-based conversational exercises that capture robust quant data and emotive qual inputs in real-time from our mobile COVID-19 community members in one seamless experience. Take a look at the video to see a demo of how our technology works…

Fine Print:
Field dates 10/23-10/30, Base: n=260

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