IPG Mediabrands

IPG Mediabrands

November 18, 2015 06:00 ET

"Shopping Fever" Takes Hold on Over 1.2 Million Canadians Planning to be Sick on Black Friday or Cyber Monday

Almost Half of Canadians think people should be fired for taking a Sick Day to Shop

TORONTO, ONTARIO--(Marketwired - Nov. 18, 2015) - Canadians love a good deal, so much so over 1.2 million people are planning to call in sick to take advantage of sales and promotions being offered on Black Friday (Nov. 27) or Cyber Monday (Nov. 30) according to a new IPG Mediabrands study.

Much to the chagrin of employers even more people are planning to take a vacation day to shop for holiday bargains. Add another 6.4 million vacation days and the total number work days lost is approaching 8 million. Certainly, a backlash appears to be building as 44 per cent of Canadians think people should be fired for taking a sick day to shop. Likewise, 35 per cent felt people should be fired for taking a sick day on Cyber Monday.

"On the one hand this is great news for retailers looking to boost their sales figures, but on the other it's pretty clear 'Slack Friday' is hurting productivity," explains Loraine Cordery, Insights Manager for IPG Mediabrands. "Black Friday is fully transitioning into a Canadian sales event, no longer simply being used as a tactic to keep Canadians from cross border shopping."

Over 19.3 million Canadians plan to shop on Black Friday or Cyber Monday, which is roughly three million more than last year. Over a third of shoppers indicated that they plan to spend more than they did last year; 38 per cent more on Black Friday versus 36 per cent more on Cyber Monday. While the sales period coincides with U.S. Thanksgiving, the perception of Black Friday is also changing with 23 per cent indicating the deals in Canadian stores are just as good as the deals in America. That's up from 14 per cent last year.

"Attitudes, perceptions and shopping behavior are changing rapidly and retailers must find ways to keep up," adds Joseph McConellogue, Managing Director at Reprise Media. "Our data shows that people are doing their research online earlier and earlier each year. Traditional media still plays a big role in leading people to Black Friday deals, but search is becoming hugely important for both days."


  • 54 per cent of Black Friday purchases will be made on a laptop, 24% on a tablet and 11% on mobile phone
  • Clothing, accessories and shoes lead the way, as this category attracts 52 per cent of shoppers on Black Friday and 46 per cent on Cyber Monday
  • Most searched for categories in 2014 were Electronics and Travel
  • 12 per cent of Black Friday shoppers and 11% of Cyber Monday shoppers plan to purchase travel goods
  • 28 per cent agree when a store offers Black Friday or Cyber Monday deals it makes me like them more
  • 36 per cent have seen people get into verbal arguments overs goods sold on Black Friday
  • 34 per cent have seen people get into physical arguments over goods sold on Black Friday
  • 12 per cent would be prepared to get into an argument with someone who stopped me from getting a Black Friday bargain
  • 28 per cent felt you get better deals on Boxing Day than on Black Friday
  • 29 per cent believe you get better deals on Boxing Day than Cyber Monday
  • 52 per cent won't buy from specific websites that have had security breaches


The decline in the Canadian dollar will curtail cross-border shopping:

  • 68% will shop at stores in Canada on Black Friday
  • 15% will shop at stores in the U.S. on Black Friday; a decrease of 37 per cent
  • 68% will shop online through Canadian websites on Cyber Monday
  • 42% will shop online through U.S. websites on Cyber Monday; a decrease of 18 per cent
  • Canadians spent approximately $5 billion in-store and online in the U.S. in 2014

The online survey conducted by IPG Mediabrands was conducted with over a 1,000 nationally representative Canadians from coast to coast from Oct. 29 to Nov. 2.

About IPG Mediabrands

Founded by Interpublic Group (NYSE:IPG) in 2007 to manage all of its global media-related assets, IPG Mediabrands manages and invests $37 billion in global media on the behalf of its clients, employs over 8,500 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 UM, Initiative, m2, Reprise, Orion, Cadreon, Magna - and now, Media Experts.

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