IPG Mediabrands

IPG Mediabrands

November 12, 2014 05:00 ET

Canadians Coming Down With "Shopping Fever" as Black Friday and Cyber Monday Approach

49 per cent of Canadians plan to spend, in total, more than $13.4 billion

TORONTO, ONTARIO--(Marketwired - Nov. 12, 2014) - Canadians are far from sick of shopping, although employers can expect around 1 million calls from staff claiming to be "under the weather" on either Black Friday or Cyber Monday as they plan to hit stores and keyboards, according to a new IPG Mediabrands study.

Add another 4.1 million vacation days being planned and that adds up to 5.1 million lost work days as Canadians bail on work to shop on the Friday or Monday, which coincides with American Thanksgiving.

"Clearly, Canadians are planning ahead and making time for what is fast becoming the most popular shopping weekend of the year," says Chris Herlihey, Vice President Research at IPG Mediabrands. "Black Friday and Cyber Monday are making Boxing Day less relevant. And, it may feel more like 'Slack Friday' to many employers year after year."

With more than $13.4 billion set to be spent in total, 49 per cent (16.3 million) of Canadians plan to shop on either Black Friday (Nov. 28), Cyber Monday (Dec. 1) or both, at 29 per cent.

More statistics to "register":

  • Sick day breakdown (560,000 on Black Friday; 405,000 on Cyber Monday)
  • Vacation day breakdown (2.8 million on Black Friday; 1.3 million on Cyber Monday)
  • 2.3 million Canadians plan to shop during work hours on Cyber Monday
  • $13.4 billion breakdown ($6.8 billion on Black Friday; $6.6 billion on Cyber Monday)
  • 1.9 million new Black Friday shoppers and 2.6 million new Cyber Monday shoppers this year compared to last year
  • 48 per cent of Canadians say they will avoid websites that have had publicized security breaches
  • Most shopping research doesn't occur until a few days leading up to both (48 per cent of shoppers on Black Friday; 45 per cent of shoppers on Cyber Monday). Though over a third are researching both days over a week in advance (38% of Black Friday shoppers and 35% of Cyber Monday shoppers)
  • On average, shoppers utilize 1.8 sources to find deals (out of flyers, newspapers, search, email notifications and social media)
  • While mobile devices are becoming more commonly used for research, laptops remain the most popular tool (69 per cent for Black Friday; 71 per cent for Cyber Monday)
  • Tablet research (47 per cent for Black Friday; 51 per cent for Cyber Monday) is strong, but purchasing drops significantly (18 per cent for Black Friday; 17per cent for Cyber Monday)
  • Nearly 40 per cent of shoppers head out the door or go online with products already in mind (39 per cent on Black Friday; 38 per cent on Cyber Monday make lists of what they want to buy)
  • By the end of October, 34 per cent of Canadians had already started holiday shopping
  • Boxing Day is becoming less relevant; 75 per cent of Canadians prefer Black Friday and Cyber Monday deals
  • Clothing, accessories and shoes lead the way, as this category attracts 60 per cent of shoppers on Black Friday and 50 per cent on Cyber Monday
  • Home electronics are more likely to be bought on Cyber Monday (49 percent) versus on Black Friday (47 per cent)

"These statistics highlight both the Canadian consumers' demand for convenience through online shopping and the enjoyment many people get through browsing in a vibrant, active setting, such as a mall or local strip," adds Joseph McConellogue, Managing Director at Reprise. "What's extremely worrisome for Canadian retailers, however, is the level of cross-border shopping that will occur - whether it happens in store or online. Canadian retailers must also improve their online shopping platforms or more and more money will be sucked out of the Canadian economy."

Oh, Canada - Cross Border Shopping

  • 24 per cent of Black Friday shoppers will cross the border looking for deals in the U.S.
  • Canadians crossing the border will spend more than $1.6 billion in store on Black Friday
  • There are also a significant number of Cyber Monday shoppers turning to U.S. websites; up to $3.4 billion could be going towards U.S. websites on Cyber Monday
  • Cross border shoppers are most likely to come from Ontario (39 per cent more likely than average Black Friday shoppers) and least likely to come from Quebec (54 percent less likely than average Black Friday shopper)

The online survey conducted by IPG Mediabrands was conducted with over a 1,000 nationally representative Canadians from coast to coast from October 17-22.

About IPG Mediabrands

IPG Mediabrands was founded by Interpublic Group (NYSE:IPG) in 2007 to manage all of its global media-related assets. Today that means we manage and invest $37 billion in global media on the behalf of our clients, employ over 7,500 diverse and daring marketing communication specialists worldwide and operate our company businesses in more than 127 countries.

A proven entity in helping clients maximize business results through integrated, intelligence-driven marketing strategies, IPG Mediabrands is committed to driving automated buying, pay-for-performance and digital innovation solutions. In Canada, IPG Mediabrands is represented by Cadreon, Initiative, m2, Reprise, and UM.

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