Consumers are using various channels on Black Friday to purchase their discounted goods, with 36 percent of consumers searching online for the best deals using computers or tablets and 50 percent visiting Canadian stores. Some of the reasons to do holiday shopping in-store include being able to interact with products, avoiding shipping costs, and getting inspiration for gifts when browsing the store. Half of Canadian shoppers planned to spend between 100 and 300 Canadian dollars on Black Friday, and almost ten percent planned to spend over 1,500 Canadian dollars.
The average holiday shopping expenditure for Canadians shopping in-store in 2019 was 1,337 Canadian dollars. When it comes to generational holiday shopping budgeting, Millennials are the generation most likely to exceed their budget, with 55 percent of Millennial consumers stating they over-spent in 2018.
Despite the high prevalence of over-spending across all generations, price and the availability of promotions and deals were the most important considerations for consumers when they are purchasing holiday gifts. The sustainability of gifts is also important to a large share of shoppers, with over 50 percent of Canadians’ holiday spending going on recyclable or reusable items.