Boxing Day once marked the close of Canada’s retail year, but that’s changed. Today, Black Friday and Cyber Monday drive the country’s biggest surge in deals, gifting, and early-season shopping. It’s a clear sign of shifting consumer behaviour and a major opportunity for retailers to capture demand earlier than ever.
More than half of Canadians (51%) say Black Friday has replaced Boxing Day for better deals. The sentiment is strongest among younger Canadians: 60% of those aged 18–24 and 57% of those aged 25–34 agree the shift is complete, according to Lightspeed Commerce.
84% of consumers believe retailers raise prices before Black Friday to make discounts seem bigger, but that skepticism hasn’t slowed shopping momentum. 44% of Canadians plan to shop Black Friday or Cyber Monday this year, rising to 70% among 18–24-year-olds and 62% among 25–34-year-olds, cementing Gen Z and Millennials as the driving force behind the new retail calendar, said the unified point of sale and payments platform.
Key Holiday Shopping Shifts Canadians Are Making
- Spending: Consumers are ready to spend. 49% expect to spend up to $250, while 36% plan to spend $250 or more. Younger shoppers are more likely to invest in higher-value purchases, with 33% of 18–24s and 31% of 25–34s spending beyond mid-range budgets.
- Timing: Shopping starts earlier than ever. 56% of Canadians begin their holiday shopping in mid-October, and most have started, or even finished, by Black Friday/Cyber Monday. That number rises to 72% among 18–24-year-olds, showing how younger Canadians are setting the pace for early spending.
- Shopping Style: Canadians remain value-driven. 75% say they always or often use discounts, and 22% of Gen Z discover them through creators and influencers on TikTok or Instagram.
- Location: Most are also keeping their spending close to home. 79% plan to shop domestically, drawn by better prices (51%), convenience (48%), and loyalty to local retailers (43%). The trend is strongest in Central Canada (79%) and on the West Coast (87%), with shoppers in Toronto (77%), Montreal (80%), and Vancouver (82%) leading the way.
For retailers, the message is clear: the holiday rush now peaks in November. Black Friday isn’t just a U.S. export, it’s Canada’s new retail reset. The season starts earlier, and Canadians are scrolling, stacking, and spending their way into the holidays.
Mike Ganci, GM of Retail at Lightspeed Commerce, said over the past decade, Black Friday and Cyber Monday have dramatically reshaped Canada’s retail calendar, displacing Boxing Day as the country’s dominant shopping event.
“What began as a U.S. import has now fully taken root in Canada — 51% of Canadians now say Black Friday offers better deals than Boxing Day, and nearly half plan to shop during the Black Friday weekend. This shift has not only changed when Canadians shop but also how they plan their holiday spending,” he said.
“Instead of waiting until after Christmas, consumers are starting earlier, often kicking off their holiday shopping as early as mid-October. This extended shopping window allows them to spread out spending, take advantage of pre-holiday discounts, and avoid the last-minute rush.”
Ganci said 56% of Canadians start shopping by mid-October, and many finish by the end of November.
“For retailers, the traditional “Boxing Day blowout” has evolved into part of a longer, multi-phase promotional cycle that now spans several key milestones — from early fall “pre-Black Friday” events to Cyber Monday online sales and extended holiday promotions through December,” he explained.
“Boxing Day remains relevant, but more as the final wave of holiday sales rather than the single, must-shop event it once was. In essence, October has become the new start of the holiday season, and retailers who adapt with early promotions, omnichannel strategies, and flexible fulfillment options are best positioned to capture this shifting consumer demand.
“Retailers are also turning to in-store experiences to drive sales. Nearly 46% of Canadians say festive music, decorations, and displays make them spend more time in stores. So if you’re seeing those holiday decorations up early, there’s a strategy behind the move.”
Ganci said younger Canadians are setting the pace. 60% of Gen Z and 57% Black Friday has replaced Boxing Day, and 72% of 18-to-24-year-olds start shopping by mid-October.
“This early and intentional approach reflects more than convenience, it speaks to changing values. Gen Z and Millennial consumers prioritize transparency, experience, and community over short-term discounts. They want to support brands that align with their ethics and offer engaging, personalized shopping experiences both online and in-store,” he noted.
“Social platforms now play a defining role in how these shoppers discover products and decide where to spend. Nearly one in four (22%) find deals through TikTok or Instagram creators, highlighting the growing influence of authentic, creator-led marketing. For retailers, this means shifting focus from one-off promotional spikes to continuous engagement, leveraging social discovery, user-generated content, and storytelling to stay relevant in the feed and beyond.”
Ganci said Canadians are becoming increasingly skeptical of seasonal sales tactics, 84% believe some retailers raise prices before Black Friday to exaggerate discounts.
“This perception has made transparency not just a best practice, but a business imperative. Consumers are far more price savvy, and price histories are only a click away making it easier to tell the difference between genuine value and artificial markdowns,” he added.
“To maintain trust, retailers must take a long-term view. That means earning credibility throughout the year, not just during the holidays. Consistent pricing strategies, honest communication about promotions, and clear explanations of how discounts are structured all reinforce integrity.
“Retailers who demonstrate fairness every month, through loyalty programs, price matching, or consistent service quality, create a foundation of trust that strengthens their peak-season performance.
“When November arrives, those same retailers can promote Black Friday deals with confidence. Shoppers are more likely to engage when they already believe the brand is dependable and transparent. In contrast, those who rely on short-term hype risk alienating savvy consumers who value honesty over theatrics. Ultimately, maintaining trust isn’t about avoiding big discounts, it’s about making those discounts believable. Retailers who stay authentic, consistent, and customer-focused all year long are the ones turning seasonal shoppers into loyal advocates.”
Throughout the year, many Canadians have consciously shifted their dollars toward brands that reflect their values and invest in local communities, said Ganci.
“We’ve seen this consistently play out with the “Buy Canada” movement, which began earlier in the year and has continued to make an impact on buying decisions. This sentiment will play a major role during the upcoming holiday season, where consumers are balancing tighter budgets with a desire to shop responsibly and meaningfully,” he said.
“Of those polled, Canadians continued to show a strong preference for supporting homegrown businesses. 79% of shoppers say they plan to buy from Canadian retailers, motivated by a combination of better prices (51%), convenience (48%), and a genuine desire to support local businesses (43%).
“For independent and domestic retailers, this loyalty presents a major opportunity. By highlighting local roots, emphasizing ethical sourcing, and offering experiences that feel personal and community-driven, they can strengthen emotional connections that global competitors can’t easily replicate.”
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Really interesting to see how much Canadian holiday shopping has shifted in recent years. Black Friday and Cyber Monday are clearly taking over from Boxing Day, especially among younger shoppers who are planning and buying much earlier. I like that the article points out how social media and influencers are driving discovery too — it’s not just about discounts anymore, it’s about experience and connection.
It’s also great to see so many Canadians prioritizing local retailers. Supporting homegrown businesses while taking advantage of early deals seems like a win-win. For retailers, adapting to this earlier, value-driven, and socially influenced shopping behavior is definitely the key to a successful holiday season.