With Black Friday days away, new data from the Retail Council of Canada (RCC) × Leger 2025 Holiday Shopping Survey shows Canadians are heading into the season with steady budgets, sharper planning, and the strongest Black Friday participation in years.
Holiday gift spending budgets remain stable at $975, but consumers are approaching purchases in 2025 with remarkable precision, researching earlier, comparing more deliberately, and treating Black Friday as the signal to officially begin their holiday buying. And once they do, many intend to carry that momentum forward, stretching their shopping over several weeks to find meaningful gifts at the right price, said the RCC on Friday.
“Black Friday is now the moment Canadians plan around, but their shopping stretches well beyond the day itself,” said Kim Furlong, President & CEO, Retail Council of Canada.
“Consumers are determined to celebrate, but they want thoughtful gifts, transparent pricing, and genuine value.”
Black Friday Leads the Season
- 84% say Black Friday is their most important shopping day
- More than half begin researching 1-3 weeks in advance
- Buying doesn’t end on Black Friday, it carries through December, with clear increases in activity as the month progresses.
Value-Driven, Disciplined Shoppers
This year, consumers are more selective and strategic:
- 85% wait for sales
- 80% compare prices online
- 78% buy discounted or promotional items
- 57% say holiday shopping feels more stressful, the highest level in four years
- 44% would consider gifting second-hand for affordability and uniqueness
- 40% admit they are more impulsive in-store during the holidays
In-Store Continues to Gain Traction
Shoppers are returning in-store for ideas and final buys, reinforcing confidence in physical retail.
Gift Card Rise in Popularity:
- 47% plan to give gift cards (up from 42% in 2024)
- People say gift cards feel more personal now; they give loved ones the chance to choose something that really matters to them.
Canadian Loyalty Holds – But Value Wins
- 86% plan to shop close to home
- 84% will look for Canadian-made goods
- But price remains the #1 decision driver, ahead of brand loyalty or location
Regional Holiday Spending Snapshot (versus 2024)
- Alberta: $1,193 (+23%) highest in Canada, promotion-driven
- B.C.: $1,129 (+26%) strong spend, strong deal focus
- Ontario: $1,095 (–5%) stable but highly price-conscious
- Prairies: $890 (+9%) disciplined, deal-oriented
- Maritimes: $912 (–1%) value-focused, community-minded
- Quebec: $620 (–20%) lowest spend, most flyer-driven
DOWNLOAD THE FULL SURVEY.(RCC Member-Only Report)
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