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.
“Canadians aren’t just bargain-hunting they’re reshaping how they shop,” said Pat Pellegrini, president and CEO of Vividata.
“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.
“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.”
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.
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