With rising competition and retailers promoting sales as early as Halloween, the modes of advertising and marketing used by merchants can be influential to business. While a survey conducted in October 2015 found that 42 percent of desktop/laptop owners planned to make online purchases on Black Friday, traditional media sources such as flyers and in-store promotions were still the method of choice for consumers researching Black Friday promotions. Technology, apparel and toys accounting for the leading categories of gifts consumers planned to research online before buying in person.
The average holiday shopping expenditure for Canadians shopping in-store in 2015 was $1,164 Canadian dollars, with children and partners being the people consumers spend the most on during the holidays. A survey also found that gift cards and apparel were the most popular holiday gift items consumers planned to purchase in 2015, fortunately concurring with the gifts adults would most like to receive that year. While respondents aged 55 and over were the most organized shoppers in 2015, leaving an average of only 17 percent of their gifts to be purchased at the last minute, men left nearly 30 percent of their shopping to the eleventh hour.