Every purchase and donation made at The Salvation Army Thrift Store directly contributes to the organization’s mission of giving hope and transforming lives. (CNW Group/The Salvation Army Thrift Store – National Recycling Operations)
The Salvation Army Thrift Store is opening a new 10,000-square-foot location in Peterborough on Nov. 27, marking the organization’s 40th store in Ontario.
The store, located at 81 George St. N, will offer a range of affordable clothing and household goods. The organization says proceeds from purchases and donations help fund local Salvation Army programs, including food banks, shelters, addiction rehabilitation and emergency relief services.
“This new location will provide an accessible shopping experience for individuals and families while helping fund Salvation Army programs and services that support those in need.”
Troughton said each new store contributes to the organization’s community work.
“Each store opening is more than an expansion. It’s an opportunity to make a difference,” he said. “Together with our donors and guests, we’re helping build stronger, more resilient communities, and we can’t wait to celebrate with everyone at the grand opening this Thursday at 10 a.m.”
The new store will sell gently used clothing, household items, electronics, art and books. Shopping hours are Monday to Saturday from 10 a.m. to 8 p.m., and donations are accepted daily. A full list of accepted items and store hours is available at thriftstore.ca.
The Thrift Store (National Recycling Operations) is a non-profit organization and the only national division of The Salvation Army. Through its 95 Thrift Stores across Canada, the organization offers savings on gently used clothing, textiles, and household items while generating funds to support local programs, services, and emergency relief efforts. As one of the country’s largest textile collectors and a leader in textile diversion in the charitable sector, The Salvation Army Thrift Store diverted over 80 million pounds of items from landfills last year.
Ahead of Black Friday and Cyber Monday, more than three-in-four Canadians (78 per cent) say they plan to use artificial intelligence (AI) tools to guide their holiday shopping this season, finds a new KPMG in Canada survey.
Yet, almost as many (76 per cent) expressed hesitancy about relying entirely on agentic AI to do their shopping, saying it would feel impersonal and take the sentimental touch away from gift giving, said the report.
“Most consumers already use AI-powered tools, like personalized recommendations, product reviews, price comparisons on retailer websites and apps, and conversational platforms like ChatGPT or Gemini, to research deals,” explained KPMG.
“Agentic AI goes a step further, helping consumers plan and prepare actions, such as building a shopping cart or scheduling delivery, but still requiring user confirmations at key steps. The next iteration will be autonomous agentic AI agents that can manage tasks end-to-end from placing orders to arranging returns with minimal human intervention. While major U.S. retailers are already piloting these solutions, in Canada, adoption is still in its early stage.
Elliot Marer
“Canadians want the best deals and are turning to AI tools to help, especially as many households are feeling the pinch of rising costs,” said Elliot Marer, National Leader, Consumer and Retail, KPMG in Canada. “Whether browsing for deals, checking store stock or reading reviews, consumers are using technology to plan before they buy. However, when it comes to agentic AI shopping agents, Canadians remain hesitant, with most (86 per cent) wanting to remain in control.
“For retailers, building trust will be critical through transparency, easy opt-ins, and human-in-the-loop options, so that technology enhances rather than replaces the personal touch at the heart of holiday shopping.”
Key survey highlights:
78 per cent of 1,200 Canadians say they are likely to use AI before choosing where to shop;
32 per cent very likely;
46 per cent somewhat likely;
14 per cent unlikely;
8 per cent very unlikely;
72 per cent say agentic AI-powered shopping feels impersonal;
60 per cent feel agentic AI takes away the personal touch of holiday shopping;
86 per cent want to approve every step before an AI agent acts, 50 per cent of who strongly agree
According to the survey, KPMG said excitement and curiosity in AI shopping agents is strongest among younger Canadians, 54 per cent among those 18 to 24, 42 per cent among 25-34, and 39 per cent between 35-44 years old. Interest declines with age, dropping to 22 per cent among those 55-64 and 19 per cent among adults 65-84.
The survey shows that 57 per cent of consumers want an AI agent to automatically apply the best discounts and offers at checkout, 52 per cent would like personalized product recommendations across retailers, and 51 per cent want proactive alerts when items go on sale or return to stock, said KPMG.
Photo: Tima Miroshnichenko
Additionally, 38 per cent say they’d be more likely to use an AI agent if it managed loyalty and rewards programs.When asked what specific tasks they’d be most comfortable using AI agents for, 44 per cent say comparing prices or applying coupons, 31 per cent say checking store inventory, and 30 per cent say finding gift ideas or personalized recommendations. However, 33 per cent say they wouldn’t be comfortable using any kind of agentic AI agent. Sixty per cent of respondents said they would feel uncomfortable allowing an autonomous end-to- end AI agent to make purchases on their behalf, it said.
“Overall, we are seeing a more tech-savvy yet cautious consumer, one who embraces digital convenience but demands transparency and choice. Canadians are ready to use these tools but not to surrender control,” said Marer.
The report said privacy and control remain the key barriers to adoption. According to the survey, 78 per cent of Canadians express concern about the privacy of their personal data when using agentic AI agents to shop. Eighty-five per cent agree they’re not comfortable sharing financial details with AI tools, over half (52 per cent) strongly agreeing.
Katie Bolla
“Consumers demand convenience, but trust has become equally important to them,” said Katie Bolla, Partner, Customer and Retail Solutions, KPMG in Canada. “Retailers and AI developers need to communicate clearly about data use, security and consent if they want to build confidence in agentic AI tools.”
While most Canadians (58 per cent) plan to combine online and in-person shopping this holiday season, more consumers (14 per cent) plan to do all their shopping in-person, compared to those planning to shop exclusively online (9 per cent). Nearly two-thirds (64 per cent) of consumers planning to do their shopping solely in-person are 55 to 85 years old, predominantly baby boomers. This compares to only 13 per cent aged between 18 to 34, and only 12 per cent aged 35-54, added the survey.
“While internet use among older adults continues to grow, baby boomers tend to like brick-and-mortar shopping, preferring to see, touch and try products,” said Marer. “In-store shopping is also a social activity that can be meaningful for older consumers. The proliferation of online scams and data breaches has heightened concerns among older adults, affecting their willingness to transact online. That makes it even more important for retailers to use AI to enhance, not replace, that in-person experience. Tools like personalize recommendations, real-time inventory checks and loyalty optimization can bridge the gap between convenience and trust.”
When it comes to stablecoins, a type of cryptocurrency pegged to fiat sovereign currencies like the Canadian dollar, the survey finds that nearly two-thirds (63 per cent) of Canadians would not use them, 12 per cent say they might and only 4 per cent say they would prefer to. Interestingly, when asked what their main concerns were around stablecoins, 43 per cent say they don’t trust cryptocurrencies. Still, 30 per cent admitted that they don’t understand them, added the report.
Kareem Sadek
“Canadians’ hesitancy is understandable, but the landscape is changing. With more focused, dedicated federal frameworks for stablecoins being introduced, requiring fully reserved, bankruptcy‑remote custody and clear redemption rights, we expect confidence to improve as regulatory safeguards take hold,” said Kareem Sadek, Partner, Advisory, Emerging Tech Risk Leader and Digital Assets and Blockchain Leader, KPMG in Canada. “Trust is built through transparency and education. As Canadians learn how fiat‑backed stablecoins will be structured in Canada, requiring high‑quality liquid reserves and oversight by the Bank of Canada with ministerial safeguards, the benefits will become clearer.
“For retailers, stablecoins can streamline payments by lowering processing costs, accelerating settlement, and reducing chargeback exposure through transparent, auditable blockchain rails. These efficiencies can translate into lower transaction fees and better cash flow for businesses. Consumers could see faster, more secure payment experiences with the potential for more seamless pricing and loyalty integrations within digital wallets. Stablecoins aren’t the same as speculative cryptocurrencies, they’re designed to stay stable and serve as a practical, cost-effective way to make payments.”
Air Canada and Tilley Endurables have partnered on a limited-edition travel accessory that links two of Canada’s most recognizable brands. The new Air Canada x Tilley Bucket List Hat is being released this month as a collaborative version of Tilley’s classic T1 model, designed to highlight both companies’ ties to exploration and Canadian identity.
The hat, produced in a black version of Tilley’s traditional silhouette, includes a distinctive interior feature. Under the brim, Tilley has printed the names of ninety Air Canada destinations, marking the first time the company has incorporated a destination-based print into one of its hat models. The item is being manufactured in Canada and is priced at 109 dollars, available through Tilley flagship stores and the brand’s online store while supplies last.
Joe Mimran, Co-Owner and Chairman of Tilley Endurables, said the collaboration reflects the long lifespan of the Tilley brand and its close association with travel. “The bucket hat is more than an accessory, it is a timeless symbol of style and exploration,” Mimran said. “For decades the legendary Tilley hat has proven its staying power. This collaboration with Air Canada celebrates that enduring legacy, ensuring this iconic hat remains a trusted companion for adventurers.”
Joe Mimran
A Product Meant to Align With Air Canada’s Expanding Network
The release comes at a time when Air Canada is expanding its international service following a year of operational recovery. The airline recently reported third quarter revenue of $5.774 billion, despite a five percent decline following labour disruptions earlier in the year. Bookings in premium cabins and transatlantic markets have shown improvement, and the airline has emphasized renewed consumer demand for international travel.
Air Canada executives positioned the Air Canada x Tilley Bucket List Hat as a reflection of that broader travel demand. Andy Shibata, Vice President of Brand at Air Canada, said the partnership was conceived to highlight the role of exploration in the company’s identity. “Exploration is part of who we are as Canadians,” Shibata said. “We are naturally curious, always wanting to see what is beyond the horizon. The Bucket List Hat is a reminder of the places that inspire us and the journeys that shape us.”
The destinations printed under the brim include major cultural centres such as Paris and Tokyo, as well as secondary markets like Naples, Porto, and Prague, which the airline has promoted as emerging travel stops. Air Canada plans to introduce new routes this winter to Guatemala, Guadalajara, Rio de Janeiro, and additional South American cities. By summer 2026, service will extend to Mallorca, Catania in Sicily, and Budapest, further expanding the international network represented on the hat.
Tilley’s Continued Expansion Under New Ownership
For Tilley Endurables, the collaboration marks another step in the brand’s strategy to broaden its reach in both domestic and international markets. Founded in 1980, the company has long been associated with durable outdoor apparel and purpose-built headwear. The passing of founder Alex Tilley in October 2025 marked a significant moment for the brand, which has operated under the ownership of Gibraltar and Company since its acquisition from Re:Capital.
The company continues to manufacture products in Canada and maintains a network of retail stores in Toronto, Oakville, Calgary, and other major markets. It has invested in broader product ranges, including workwear distributed through partners such as RONA, and continues to provide hats to the Canadian Armed Forces. The company’s website serves as a major sales channel, supported by a thirty-day return policy and free shipping thresholds, in line with competitive retail norms.
The collaboration with Air Canada aligns with Tilley’s recent strategy of using partnerships to reach wider consumer segments. While the brand previously built its identity on functional travel gear, it has increasingly positioned itself within lifestyle and fashion spheres through seasonal collections and limited-edition releases.
Details of the Limited-Edition Model
The Air Canada x Tilley Bucket List Hat retains the core elements of the T1 model, a design known for durability and water-repellent fabric. The exterior includes Air Canada’s maple leaf rondelle, a brand element typically reserved for airline marketing. The interior print marks a departure from Tilley’s usual approach to understated design, intended to serve as a visual reference to the range of destinations accessible through Air Canada’s network.
Although the hat is being marketed as a collectible item, it is also intended to function as a standard travel accessory. The material composition and construction follow Tilley’s established manufacturing processes, including reinforced stitching and a design intended to withstand extended wear in varying climates.
Tilley is producing the hat domestically, a point the company emphasized as part of its ongoing commitment to Canadian craftsmanship. The limited nature of the item is expected to drive demand among both frequent travellers and consumers familiar with Tilley’s historical product line.
Travel Demand Shapes Consumer Interest
The release enters a market environment in which travel-related products have seen renewed attention. With international travel volumes increasing and interest in long haul destinations recovering since 2023, retailers across Canada have expanded product offerings tied to travel culture. The promotional nature of the Air Canada x Tilley Bucket List Hat positions it within this trend, with both companies using the collaboration to highlight their respective roles in Canadian travel.
The destination list under the brim has been presented by Air Canada as a representation of its evolving global reach. The airline carried millions of passengers last year across six continents and continues to expand service to both established and emerging tourist regions. The hat therefore functions as a symbolic extension of the airline’s brand identity as Canada’s national carrier.
For Tilley, the hat is an opportunity to reinforce the association between its heritage designs and contemporary travel patterns. While Tilley products historically appealed to outdoor and adventure consumers, the company has been broadening its audience through collaborations and updated product lines.
Purolator says it expects to process more than 52 million parcels during the 2025 holiday season, averaging 1.3 million packages a day between Nov. 1 and Dec. 24.
The company released its annual peak-season forecast recently, noting that couriers across the country have begun the busiest stretch of the year. Purolator describes itself as a leading Canadian integrated freight, package and logistics provider.
“With more than 3,000 secure access points for easy package drop-off and pick-up, and special holiday rates to make shipping more affordable, we’re helping Canadians share holiday moments with family and friends and support locally owned businesses. Our network is prepared for the holiday rush, ensuring businesses can ship with confidence and customers receive their deliveries across Canada and beyond.”
Jacqueline Jennings
The company said its fleet travelled approximately 18.3 million kilometres during the 2024 peak season, using delivery vans, all-electric vehicles and e-bikes. Purolator expects to cover a similar distance this year.
Forecasts for 2025 include more than 52 million packages processed nationally, more than 1.3 million packages handled daily and 626 million pounds of courier weight. According to the company, that weight is equivalent to more than 41.7 million 15-pound turkeys.
Purolator said it has expanded its network to more than 3,000 access points across the country to make holiday shipping easier. Seasonal rates offer up to 40 per cent off domestic and international shipments at Purolator Shipping Centres. The company’s Flat Rate Box program remains available at Purolator Shipping Centres and partner locations.
In 2025, the company added more than 250 all-electric vehicles to bring its total to more than 500 EVs, expanded its Purolator Your Way tracking and delivery-personalization app, added 65 new PARCELPOINT drop-off and pick-up locations, introduced Amazon pickup counters at 2,300 access points and expanded label-free return options at more than 2,200 retail locations.
New data from Vividata’s Fall 2025 SCC | Study of the Canadian Consumer shows Canadians are blending social discovery, second-hand shopping and strong value-seeking behaviour as they head into Black Friday and Cyber Monday.
“They’re blending social discovery, trusted recommendations, online convenience, and resale options into a single decision-making process. It’s a much more intentional, experience-driven retail journey than we’ve seen in the past.”
The study finds shoppers rely on a mix of digital and in-store cues. Nearly five million Canadians use social media to learn about new brands and products.
According to Vividata, 37 per cent of consumers discover new brands through social media, while 44 per cent rely on word-of-mouth, 35 per cent find items through in-store browsing, 14 per cent say influencers shape their choices and 21 per cent say celebrities influence their purchases.
Anil Rege
“Canadians are now treating shopping like content,” said Anil Rege, fractional chief marketing officer at Vividata. “They move from inspiration to purchase quickly often in the same moment and expect brands to show up with experiences that feel credible, relevant, and easy to act on.
“The shape of today’s path to purchase has moved from a straight line to an infinity loop. The brands that win this Black Friday and Cyber Monday will be the ones who show up where consumers are — at every loop of the journey — with messaging that resonates the moment the impulse strikes.”
The findings show shoppers remain focused on deals, with 70 per cent always looking for special offers, 64 per cent seeking the lowest prices and 60 per cent using all available sales, coupons and deals. Nearly half say they will switch from a favourite brand if another is on special. Cyber Monday shoppers are 16 per cent more likely to use email coupons.
“These behaviours show that Canadians are extremely strategic shoppers,” Rege said. “They’re comparison-shopping, watching for offers, and stretching every dollar and they’re willing to change brands if the value equation shifts.”
Photo: Pavel Danilyuk
According to Vividata, 36 per cent of shoppers have increased their online shopping frequency and 23 per cent report greater use of second-hand platforms such as Facebook Marketplace, Kijiji and eBay. Black Friday and Cyber Monday shoppers spend an average of $376 a month online, often allocating a larger portion to clothing, footwear and accessories.
The study also highlights where Canadians shop online. Monthly unique visits include Amazon at 82 per cent, Temu at 57 per cent, Walmart at 42 per cent, Canadian Tire at 29 per cent, Etsy at 17 per cent and Shein at 15 per cent. The insights come from Vividata’s Fall 2025 SCC | Study of the Canadian Consumer and SCC/Digital, based on more than 75,000 respondents across the country.
Maple Leaf Sports and Entertainment is bringing its teams directly to holiday shoppers this year with a new installation at CF Sherway Gardens. From November 28 through December 31, fans of the Toronto Maple Leafs, Toronto Raptors, Toronto FC and Toronto Argonauts can visit a dedicated retail and experience space offering merchandise, memorabilia, ticketing options and live appearances by players and alumni.
The initiative, called the Fan Access holiday pop-up, is part of MLSE’s effort to extend its teams’ presence beyond Scotiabank Arena during one of the busiest shopping periods of the year. The company is positioning the pop-up as a retail environment that blends shopping with live engagement, rare items and franchise storytelling.
The concept arrives at a time when CF Sherway Gardens continues to evolve its mix of tenants. The mall has adapted following the departures of Hudson’s Bay, Nordstrom and Saks Fifth Avenue, and it is now leaning more heavily into stand-alone boutiques, dining destinations and branded experiences designed to drive foot traffic.
CF Sherway Gardens. Image: Cadillac Fairview
Merchandise, Experiences and Game Access
The Fan Access space goes further than a typical seasonal shop. Visitors will find products from Real Sports Apparel, MLSE’s flagship retail brand, but also several features meant to draw fans who want more than a jersey. The pop-up offers game tickets, Scotiabank Arena tour passes, game-worn items, on-site cresting and a selection of exclusive memorabilia that is usually reserved for the retailer’s Scotiabank Arena store.
Holiday gift wrapping is available with proceeds supporting MLSE Foundation. Fans can also watch live games inside the space and browse displays that highlight key moments in the history of the Maple Leafs, Raptors, Toronto FC and the Argonauts.
“Following the overwhelming positive reception to the Fan Access in-app platform, we challenged ourselves to pursue even more unique and impactful ways for fans to experience meaningful connection to our teams beyond the arena and the game,” said Shannon Hosford, Chief Marketing Officer at MLSE. “With special guest drop-ins, access to exclusive memorabilia and more, the Fan Access pop-up lets Toronto sports fans embed their favourite teams and players into their holiday traditions like never before.”
Players and Alumni Expected at the Pop-Up
MLSE plans to use the month-long run to bring in high-profile guests. Opening day on Black Friday will feature Maple Leafs alumnus Wendel Clark. Throughout December, current Maple Leafs and Raptors players will appear, along with alumni from the four franchises. Scheduled guests include Jamaal Magloire of the Raptors, Sebastian Giovinco of Toronto FC, Michael Pinball Clemons of the Argonauts, and Maple Leafs legends Darryl Sittler and Curtis Joseph. Team mascots will also participate.
The full appearance schedule is available at FanAccess.ca. MLSE is treating these visits as an anchor of the pop-up, intended to boost daily traffic and bolster the overall draw.
Real Sports in Toronto. Photo: Scotiabank Arena
Building on the Digital Fan Access Platform
The installation extends MLSE’s broader Fan Access program, which launched in the fall through the Maple Leafs and Raptors apps. That platform offers exclusive content, contests and experiences designed to deepen engagement with fans. By translating the program into a physical location, MLSE is testing how a hybrid approach might encourage stronger loyalty while reaching audiences outside the arena.
The Fan Access holiday pop-up also reflects MLSE’s increasing focus on year-round engagement. While the company’s teams remain among the most followed in Canadian sports, particularly the Maple Leafs and Raptors, MLSE has been expanding the commercial and experiential side of its business. Retail has become an important channel in that strategy.
Furble, a new Canadian-built platform to safely and legally fill pet prescriptions online, along with food and wellness products, has officially launched nationwide.
With 50% of Canadian pet owners skipping vet visits due to rising costs, Furble said it helps close the gap by connecting pet parents to licensed community pharmacies for affordable, convenient care delivered right to their door.
Founded by a team of experts in veterinary medicine, pharmacy, and healthcare, Furble was built to fix a problem Canadians have been facing for far too long: accessing affordable pet care. While e-commerce has transformed nearly everything Canadians buy, pet parents still had no trusted homegrown platform to fill prescriptions online legally and safely, it said.
Furble said it changes that – delivering prescriptions, food, and wellness products straight to owners’ doors while supporting veterinarians, and giving pet parents confidence that their pets are getting the care they deserve.
Lisa MacIntyre-Smith
“As a long-time pet parent, I know how much our animals mean to us, and I’ve always been passionate about improving how we care for them,” said Lisa MacIntyre-Smith, CEO of Furble. “That’s what inspired Furble: to create an accessible and affordable, Canadian-built platform so families don’t have to choose between essential vet visits and the prescriptions and products their pets rely on. Every order supports pets getting the care they deserve while giving back to animals in need, driving real change for families and veterinarians across Canada.”
How Does Furble Work?
After their veterinarian recommends a medication for their pet, pet parents can visit Furble to compare products, view transparent pricing, and select fulfillment options. Their veterinarian would then send their pet’s prescription to one of Furble’s licensed pharmacy partners, who would then process and deliver the order directly to the pet parent’s door, making care more efficient and accessible for pets and their families while supporting every step of a pet’s health journey, explained the company.
A portion of profit supports Canadian animal charities, and the Furble team further gives back to the community by regularly volunteering with these organizations, creating a ripple effect that strengthens not just individual families but the wider community of pets, caregivers, and veterinary professionals across Canada, it added.
MacIntyre-Smith said rising costs are reshaping how Canadians care for their pets as nearly 50% of Canadian pet parents report skipping or avoiding vet visits due to financial concerns, highlighting how inflation and economic concerns are influencing decisions about essential care.
Photo: Furble
“Pet owners are increasingly prioritizing convenience, value and affordability when purchasing pet products and services, especially for prescriptions and specialized items,” she said.
“Furble, the Canadian-built e-commerce platform, addresses this gap by offering vet-approved medications, food, and wellness products online, delivered directly to consumers’ homes. By combining accessibility with cost transparency, Furble gives pet parents an alternative to traditional clinic-based purchases while supporting veterinarians and local pharmacies.”
She said accessing essential pet prescriptions, supplements and wellness products can be complicated, time-consuming, and expensive. Limited availability, inconsistent pricing, distance and time constraints can make managing a pet’s health stressful, especially for pets with chronic conditions or special dietary needs.
“This, alongside rising costs, is forcing families to make tough trade-offs that can impact their pets’ health. Furble partners with licensed Canadian pharmacies and veterinarians to simplify access while ensuring regulatory compliance, clinical oversight, product quality and safety. This Canadian-owned model ensures pet parents have reliable, consistent, and safe options while supporting local communities,” she added.
Furble’s ecommerce model improves accessibility, affordability, and trust in online pet care, said MacIntyre-Smith.
Photo: Furble
“Furble solves these challenges by connecting pet parents to licensed Canadian pharmacies, allowing prescriptions to be safely filled online, in accordance with all industry regulations. Orders, including medications, food and wellness products, are delivered directly to the door, improving accessibility and convenience,” she noted.
“With transparent pricing, veterinary-prescribed products, and licensed pharmacists overseeing medication dispensing, Furble provides a trusted, affordable and convenient way for families to keep their pets healthy. By complementing existing veterinary services rather than replacing them, Furble positions itself as a community-driven solution in Canada’s growing digital pet care market.”
Gone are the days of checking the ads and waiting in line at 5 a.m. (or even midnight). Both consumers and retailers are changing their mindsets around holiday shopping causing us to question – has the timeliness worn off?
Many retailers are starting earlier and spreading deals throughout the holiday season, starting as early as October. This is moving timelines, bringing more month-long deals and changing the concentration of when the best deals are happening. Last year, 87.3 million U.S. consumers still shopped online on Black Friday (NFC) but there is an evident shift happening. This year, major retailers like Walmart are shifting sales campaigns like Walmart holding two Black Friday events (Nov 14-16, Nov 28-30) along with online-only deals, membership deals and campaigns featuring partnerships to draw in a variety of shoppers. Target (among many brands and retailers) are doing an “early Black Friday” sale while also showcasing more savings through Target Circle and daily deals through the app.
Melody Neer
While the week-long sprint between Thanksgiving and Giving Tuesday still is the prime focus, it’s no longer the retailers’ only focus or the “kick off” of the holiday shopping season. So since when has Black Friday shifted from one day to a month-long event?
Right now. As retailers are casting a wider net to capture more consumers throughout their buying journey, shoppers are seeking out better incentives. Some major retailers are bringing more member-exclusive deals, building the framework for repeat customers and loyalty beyond the holiday season, leaning into the shopping habits that buyers are showing – speciality and value. Consumers are looking for more bang for their buck, causing retailers to have to have to show up with these incentives to convert. Shoppers are looking for more value in their purchases this season, as they are seeking brands that offer quality, trust and a more meaningful shopping experience.
From economic uncertainty, supply chain limits and shipping delays to just searching for the right deals among expanded holiday windows – shoppers are juggling a lot of decisions. This is leading to more deliberate planning and purchasing decisions. Shoppers are buying but more cautiously, so the change in the traditional shopping windows benefits retailers who meet them at all stages of the buying process.
68% of shoppers are planning on utilizing digital resources to help inform their decision – from using AI to find the best deals to finding recommendations on social media, consumers are making more informed decisions (Deloitte). Consumers are trying to shop smarter, not harder when it comes to gift giving this season. Through this, shoppers are utilizing a broader approach and offering authentic, memorable shopping experiences. They are looking for retailers who are reducing pain points through added conveniences and offering seamless technology (like ordering online and offering pick up) and showcasing true experiences that feel worth the added time and money.
Photo: Max Fischer
What do shopper habits mean for advertising? From the media perspective, it’s about shifting logistics to get in front of the right consumers at the right time.
Extending and splitting up campaigns into different flights to reach different audiences. Understanding your target audience and where they are showing up and being there when they are. Within that, having a variety in your media mix and clear messaging to meet shoppers where they are in the buying journey. Gen Z is more likely to research and discover on social media but more and more are buying in stores. Utilizing brand messaging and advertising across digital platforms while being intentional in your targeting to show up your consumers. Most of all, shoppers are looking for more authentic connections, so showing up for your audience is more important than ever.
Melody Neer is a Content Specialist at True Media. Melody is a mulit-hyphenate digital communications professional, specializing in content marketing and social media. With over 10 years in the MarComm space, she has developed a passion for strategic content marketing while combining a love for storytelling and a curiosity for digital and cultural trends. She works with the goal of creating captivating and engaging content that resonates with diverse audiences and meets business objectives.
Today’s retail landscape shows how shipping speed shapes customer behavior. Cart abandonment rates reach 70% when shipping choices don’t match customer expectations. Nearly two-thirds of customers want their orders delivered within 24 hours. Yet the data tells an interesting story: 95% of buyers choose free shipping with regular delivery over paid faster options.
Retail shipping strategies will face new challenges by 2025. McKinsey’s research shows that 90% of buyers don’t mind waiting two to three days to avoid shipping charges. These same customers expect their free shipping orders to arrive within three business days. This creates a tough challenge for retailers to solve.
Time matters in the shipping game. Your conversion rates can jump up to 20% by cutting just one day from delivery times without extra costs. Speed alone won’t win customer loyalty. Clear shipping policies matter to 74% of shoppers. The environmental effects of purchases rank very high in importance to 51% of consumers.
This piece will show you what these changing expectations mean to retailers in 2025. You’ll learn how to direct your shipping strategy without hurting your profits.
The shift from speed to delivery accuracy
The retail industry has been racing to deliver faster for years. In spite of that, recent data reveals a fundamental change in what consumers want – delivery speed has fallen from the #1 consumer priority in 2022 to #5 in 2024. This remarkable transformation marks a crucial moment for retailers as they plan their shipping strategies.
Why faster isn’t always better
The numbers tell a compelling story: 90% of consumers now prioritize delivery reliability over speed. The industry obsesses over ultra-fast shipping, but we learned that customers care more about certainty than speed. Almost 90% of shoppers don’t mind waiting 2-3 days for deliveries, especially to avoid shipping costs.
This change makes good business sense. Rushing deliveries just for speed leads to environmentally responsible issues and higher operational costs. Accuracy creates happier customers – 64% of shoppers are more likely to complete a purchase when they see estimated delivery dates.
The holiday season makes reliability absolutely critical. Parents need to know their children’s presents will arrive on time. A single late delivery can spoil a special moment and damage a brand’s reputation permanently.
How accurate delivery builds trust
Accurate delivery promises create deep customer confidence:
98% of customers expect to track orders in real-time
Half of consumers say they’re less likely to shop again after a late delivery
55% of shoppers say on-time delivery would make them more likely to buy from a retailer again
The race for speed has given way to the race for trust. Customers accept longer delivery windows if retailers meet the promised date. Transit time doesn’t cause anxiety – uncertainty does. Customers rank shipping transparency as their second most important priority, right after cost.
The message rings clear: to retailers in 2025, delivery accuracy means more than operational excellence. It provides emotional assurance that your brand keeps its promises, both literally and figuratively.
Shopping psychology in 2025 reveals patterns that extend far beyond delivery speed. Retailers who understand these shifting priorities gain a major competitive edge, as customers have become more intentional and value driven in their expectations. The numbers show what matters most to them:
Free shipping wins over speed. Seventy five percent of consumers place free shipping above fast delivery. More than 80 percent will still complete a purchase with a four to seven day delivery window if it comes at no extra cost. Free shipping even outranks price shopping for 57 percent of buyers, and retailers that offer it see cart completion rates rise by 82 percent.
Visibility and control build trust. About half of shoppers track their orders to ensure progress. Sixty three percent consider full visibility essential, and 95 percent expect updates at every stage, starting with order confirmation and ending with final delivery. Clear communication encourages repeat purchases.
Flexible delivery choices matter. Fifty three percent of shoppers feel more confident completing a purchase when multiple delivery options are available. Scheduled delivery times influence decisions for 70 percent of consumers. BOPIS continues to grow, with 32 percent of US shoppers using it recently.
The hidden costs of ultra-fast delivery
Quick shipping hides a complex web of financial challenges that retailers struggle to handle in 2025. Customers want faster delivery, but the costs remain hidden from their view.
Rising carrier and logistics costs
Shipping costs for ecommerce delivery keep climbing as major carriers raise their rates. USPS has announced price hikes up to 10% for their Ground Advantage, Priority Mail, and Parcel Select services. UPS and FedEx have also raised their rates substantially. These increases show a fundamental change in fast shipping economics.
Last-mile delivery costs make up more than half of the total transportation expenses. Retailers who aim for faster delivery windows see these costs multiply faster. A recent industry survey shows 76% of retail executives have noticed rising shipping costs throughout their operations.
Effect on profit margins and pricing
These rising costs have led 75% of executives to admit that home delivery doesn’t boost their business profits. A package delivered next-day or same-day can cost retailers over $15—an unsustainable amount for most retail operations.
Quick delivery makes product returns more likely. This creates extra reverse logistics expenses that eat into already slim margins. Retailers now must choose: they can absorb these growing costs and watch profits shrink, or they can pass them to consumers through higher prices or shipping fees.
Inventory and fulfillment challenges
Quick shipping creates major operational complexities alongside financial pressures. Small businesses often struggle with inventory—43% don’t track it well. Perfect inventory management becomes crucial for ultra-fast shipping. Companies without immediate tracking and proper forecasting face problems with stockouts, overselling, and delayed fulfillment.
Warehouse management poses another crucial challenge. Poor operations result in lost items, inefficient picking routes, and badly allocated labor. Companies offering quick delivery feel these inefficiencies more strongly as time windows shrink.
Many retailers can’t see how shipping costs spread across their organization. This blind spot makes it hard to cut costs or find savings in their fast shipping programs.
When Retailers Should Consider a Fulfillment Partner
The right time to hand over fulfillment operations to a third-party partner can make or break many retailers’ success. Without doubt, several business signals show when you should make the switch. Growth overwhelming capacity shows up as the first red flag. Your business expansion guides you toward delayed shipments and unhappy customers, while outsourcing gives you the scalability you need to keep service standards high.
On top of that, if you spend countless hours each week packing orders or run out of storage space, you should think over partnership options. A fulfillment partner handles seasonal spikes without forcing you to hire permanent staff or expand facilities. Working with an experienced provider such as The Fulfillment Lab 3PL service provider helps retailers adjust quickly, optimize inventory placement, and keep delivery promises during unpredictable demand cycles.
The numbers tell an important story. Sixty seven percent of US consumers expect their goods delivered in two days or less. Meeting these expectations on your own gets harder as you grow. Fulfillment partners reduce shipping costs through smart inventory placement and often help retailers save fifteen to thirty five percent on published shipping rates.
Right now, outsourcing isn’t the best fit for every business. Companies with insufficient order volume might spend more than they save. Brands that need high-touch customer experiences or have already invested heavily in fulfillment operations might want to retain control.
The retail industry has seen a remarkable shift toward sustainability, with 57% of consumers now showing strong interest in eco-conscious delivery options. Studies reveal that 99% of consumers are already taking steps, or are open to taking steps, to reduce their environmental footprint. Interest in environmentally conscious purchasing has risen 10 to 20 percentage points since 2019, and nearly half of shoppers would accept longer delivery times when it benefits the environment.
These trends shape how retailers approach fulfillment in 2025:
Slower shipping creates clear environmental advantages, with a 10% reduction in speed cutting emissions by 19%. This approach makes it easier to consolidate shipments, one of the most popular eco-friendly methods among consumers. E-cargo bikes and zero-emission vehicles support these combined deliveries with strong results.
Smart route optimization reduces fuel consumption and improves efficiency. Algorithms that shorten travel distances help retailers cut environmental impact, and customers become 30% more willing to wait when the benefits are explained in simple terms.
Shippers are making notable progress toward sustainability targets, with 97% reporting improvements. Cost savings and environmental responsibility often align, which explains why 67% of carriers say cost reduction motivates their sustainable practices. The key lies in finding a balanced approach through eco-conscious carrier selection and fuel-efficient routing.
Fast Shipping in 2025: The New Rules Every Retailer Must Know
Shipping speed shapes modern shopping habits in powerful ways. Cart abandonment rates rise to 70 percent when delivery options fail to meet expectations, and nearly two thirds of customers hope for next day arrival. Yet the data reveals a surprising trend. The vast majority of buyers still prefer free standard shipping, with 95 percent choosing it instead of faster paid alternatives.
Retail strategies will face new pressures in 2025. McKinsey’s research shows that most consumers are comfortable waiting two to three days as long as shipping stays free. At the same time, these shoppers expect those free deliveries to arrive within three business days.
Time remains a critical factor. Conversion rates can rise significantly when retailers shorten delivery times without adding extra cost. Even so, speed alone no longer drives loyalty. Clear and honest shipping policies influence decisions for nearly three quarters of customers, and environmental considerations influence behavior for half of them.
This article will explore what these shifting expectations mean for retailers in 2025. You will learn how to guide your shipping strategy in a way that satisfies customers while protecting your margins.
With Black Friday nearing, sellers across the world are gearing up for this multi-million-dollar phenomenon, which requires all your attention as business owners. Of course, if you want to make the most of it, you’re going to have to move fast. Take Shopify merchants, for example: They alone generated $11.5 billion in sales during BFCM 2024, a 24% increase from 2023. Now is the time to finalize solutions and make decisions that will affect your sales for the rest of the year. Black Friday secrets are not voodoo! They just need you to move fast and act with precision.
Here are 21 tips for you to break the black friday online sales record in 2025!
How Shopify sellers broke Black Friday online sales record
2024 was a big year for Shopify and its merchants! According to Shopify’s official report, More than 76 million shoppers bought from stores around the world. What Caused this? Great deals, fast mobile checkouts, and engineered on-site merchandising. Clothing, Activewear, and cosmetics were the categories that led the market, and earlier campaigns were game changers! Across peak season, bundling remains a top AOV lever, paired with tiered discounts, VIP early access, and smart free-shipping thresholds. A practical product bundling strategy helps teams frame “separate vs. bundle” value without eroding margins.
21 Black Friday tricks that make you stand out
You’ve got the ideas, you know you should do something, but you’re still not sure how. Here are 21 proven tips on how to make money off black friday:
Turn your sale into an “event” with rotating deals
Time-sensitive offers keep people checking back (like daily or weekly ones). Example: “Morning: 25% off skincare, Afternoon: 2-for-1 candles, Evening: laptop flash sale.” This mirrors how big retailers drip-feed deals all weekend.
Use tiered discounts to grow every cart
Appreciate higher spends with a discount: “10% over $50, 20% over $100, 30% over $200.” Black Friday shoppers are already spending more, so a visible ladder nudges them to hit the next tier.
Add a mystery discount or prize wheel
One of the most well-known black friday secrets is the fun and games. Gamify the experience with a spin-to-win or scratch reveal. Like a pop-up with 10%, 15%, 20% or free shipping.
Give VIPs early access before the chaos
Give access earlier to email/SMS subscribers, making them feel more involved. Look at this: “VIP Black Friday starts Thursday at 6 PM.” Business owners and sellers are already promoting “early Black Friday”; so make your list feel special.
Let shoppers build their own bundle
Instead of fixed sets, let customers mix and match within a discounted category. Look at this: “Pick 3 candles for 25% off.” This feels personalized and helps you move more SKUs without setting individual discounts. Instead of building these offers manually, you can use a product bundle app that Shopify merchants rely on to handle all the mix-and-match logic in the background. Shoppers just see a simple, fun interface for building their own bundles, while you keep full control over pricing and margins.
Use cross-sell blocks to “complete the look”
On PDPs and in-cart, show logical add-ons like cases, chargers, or services. For example: “Customers who bought this laptop also saved 15% on the bag.” These suggestions instantly increase AOV.
Set a smart free-shipping threshold
One of the most overlooked Black Friday tricks is free items, including shipping. It’s always a good idea to put your free-shipping bar just above your current AOV. Meaning if AOV is $60, offer free shipping at $75. Also, provide a progress bar to show customers how much more they need to purchase to get free shipping. This minor work can quietly boost cart size.
Run “buy a gift card, get a bonus” offers
Gift cards convert late and not-so-sure shoppers. Like if they buy a $100 gift card, they’ll get a $15 bonus card. It’s easy to fulfill, and also pulls revenue.
Create ultra-specific gift guides, not generic lists
Curate super niche guides. Imagine “Gifts under $30” or “For skincare beginners.” Independent-style guides win because they cut decision fatigue and feel editorial, not spammy.
Use countdown timers and “ends soon” messaging
Black Friday is urgent; amplify it with timers. Timers like “Deal ends in 21:14:12” on offers. These timers imply honesty and a small FOMO, driving revenue faster.
Make it a whole campaign, not a single day
“Early Black Friday” and “Cyber Monday early access” are becoming important pre-BFCM. Plan warm-up, main event, and goodbye phases with different angles, becoming visible to all customer groups
Obsess over mobile checkout
Most BFCM traffic and a big part of revenue now come from mobile. Test your site on multiple devices and make sure it works well and is smooth. Otherwise, you’ll lose sales.
Use cart abandonment flows as your safety net
People compare prices across tabs more than you’d imagine. Recover them with reminder emails or SMS showing products left behind, social proof, and a small offer that expires fast.
Show live social proof on key offers
Use subtle notifications like the number of people who viewed the product or “Emma in Wales just bought this.” Social proof tools can lift trust and conversion, especially on important items that sell fast.
Double down on loyalty members and repeat buyers
Offer extra points, exclusive bundles, or members-only discounts. Like Loyalty club free items. Retailers rely heavily on repeat customers over BFCM, so it’s important to make them feel special.
Be transparent with price history and guarantees
In many shops, “deals” have been the same price as before, so shoppers are skeptical. Highlight real before/after pricing and offer a clear history.
Drop one limited-edition or BFCM-only product
Create a product or bundle that exists only for this time of the year. Like a “Black Friday Box” with bestsellers at a good discount. This gives both real value and exclusivity, making people want to spend money on it.
Staff real-time support to save shaky baskets
When people hesitate about size, specs, or shipping, live chat can step in. Promote the best features of your support team so people can rely on it.
Work with creators and affiliates on curated picks
Give influencers personal codes and curated product lists pointing to your sale pages. See brands and media campaigns from last years to get inspiration.
Use post-purchase upsells and reorder nudges
After checkout, offer add-ons that ship with the same order or subscriptions for consumables. Example: “Add a cleaning kit for 20% off before we pack your order” or “Subscribe and save 15% on refills.”
Promote flexible returns and extended guarantees
Shoppers are wary of “dud deals,” especially on tech and big appliances. Highlight extended holiday returns and robust warranties in banners, PDPs, and checkout to lower perceived risk and push them over the line.
How Shopify Sellers Can Have a Smoother BFCM?
First things first, you need to know what actually sells (and that might be different from what you think is trendy). Here are the 10 most sold categories in Shopify in BFCM 2024:
Clothing (tops)
Pants & bottoms
Activewear/athleisure
Cosmetics & makeup
Fitness & nutrition products
Health & beauty (broader personal care category)
Fashion accessories & jewelry
Electronics & computers
Home & kitchen
Toys & accessories
Make sure you’re not working on your own! Use tools and apps that help and automate your sales and shop management processes. And select the ones that fit your needs, whether it’s marketing, sales automation, bundling, or even page customization.
Finally, give your customers the right to play and choose inside your store. Making their own offer gives them the feeling of freedom and personal purchase. Apps like Fast Bundle make mix-and-match easy to set up, letting shoppers build bundles that feel personalized while boosting your AOV during Black Friday.
Final Thoughts
Black Friday 2025 can potentially be your chance to show up smarter, not louder. Build thoughtful bundles, clear messaging, and honest Black Friday offers that actually help shoppers decide. Do that, and this weekend won’t be a spike; it’ll be the start of your strongest season yet.
