2022 Black Friday and Cyber Monday Shopping Expectations Among Canadians
(November 2022)
(November 2022)
After over two years of limited in-store shopping because of COVID, we see that digital dominates for Black Friday shopping among Canadians.
(October 2022)
About one-third (34%) of Canadian shoppers are now spending less across non-food products than before the pandemic began, likely due in part to recent inflation.
Over 1 in 10 (16%) are now spending more on non-food products.
(October 2022)
About 1 in 5 are now spending more on beverages.
(October 2022)
Just over 4 in 10 Canadian shoppers are now buying service categories less often than before the pandemic began. Among those who are buying less often, most are either spending the same amount or less with each transaction.
Since many of these categories are discretionary (with gas fill-ups being a possible exception), they’ve been hit harder for cutbacks vs. what we saw for food, beverages and non-food products.
(August 2022)
(August 2022)
Category buyers have disproportionately increased their spend in wellness products, energy drinks and baby products compared to before COVID.
The categories where consumers are now spending less than other others involve non-essentials (travel, entertainment,
eating out, clothing) as well as categories that are the strongest hit by inflation (e.g., gas).
(April 2022)
CANADIANS ARE USING VERY DIFFERENT BUDGETING TACTICS BY GROCERY CATEGORY TO FIGHT INFLATION.
(April 2022)
Canadians have cut back across a wide range of expenses. Lottery, groceries, and pet treats are relatively less impacted, though still sizeable. One-third of Canadians have cut back on groceries with shrinkflation having a compound effect (higher cost for less).
(December 2021)
Canada’s population is aging, and the burden of care for seniors
increasingly falls on their adult children. This growing “sandwich
generation” has the challenge of trying to balance the care for
parents/in-laws with their own careers, their relationships, caring
for their own children, and their health and wellbeing. Many
report feeling worried and overwhelmed, and feel the negative
impact on their health, relationships, and finances.
(April 2021)
Almost 3 vears after federal legalization in Canada, recreational cannabis consumers have low brand awareness across even the top-selling recreational cannabis brand. This suggests that brands have not made meaningful connections with consumers and that their position as market share leaders may be tenuous.
(May 2021)
A year later, Canadians are enjoying many aspects of the COVID reality:
• Less commuting, time to re-prioritize what’s important, quality time with family
But they are also showing signs of pandemic fatigue:
• Growing tensions at home; missing co-workers, running errands and socializing with friends
(April 2021)
43% of Canadians have gained weight during COVID. Canadians of all ages, gender, and provinces are equally likely to have gained weight since the pandemic began. But 1 in 5 Canadians have actually lost weight during COVID, with men, 18-34 year olds, and residents of Saskatchewan and Ontario in the lead
(November 2020)
2020 Black Friday/Cyber Monday continues to reinforce the significance of digital transformation at retail with significantly lower in-store shopping. In light of the current COVID-19 situation, few consumers in both Canada and the US are planning on shopping in-store this year for Black Friday vs. a year ago.
(August 2020)
Employers should focus on minimizing risk (perceived and real) around all common workplace areas. The return of Canadians to the workplace after working from home is expected to be slow and with varying degrees of discomfort across the journey.
(August 2020)
Over a year later, more Canadians who consume both alcohol AND cannabis are stating that they do NOT expect to substitute alcohol for cannabis. This suggests that as the cannabis market continues to mature, consumers perceive cannabis and alcohol as fulfilling different needs.
(July 2020)
Fewer Canadians overall have experimented with being a vegan or vegetarian during COVID-19 vs. meat consumption reduction. However, 18-34 year olds and women are more open to adopting this diet/lifestyle.
(July 2020)
30% of Canadians had already reduced meat consumption prior to COVID-19, with women, Quebec and British Columbia residents leading the way.
Younger age groups and women are more likely to be vegan or vegetarian relative to their counterparts, with no significant differences by province.
(July 2020)
(April 2020)
We discovered 4 Work-from-home personality types using a marketing sciences segmentation analysis through a large scale quantitative study. Understanding your employee and colleagues WFH personality can help optimize productive work relationships during the quarantines.
(April 2020)
Largest gap between the countries for public transit, taxis/ride shares and liquor stores.
(November 2019)
Top items shoppers are holding out for include clothing for adults, consumer electronics, video gaming products and consumer electronics.
(November 2019)
They also plan to spend 3x as many hours shopping online and 2x as many hours shopping in-store for Black Friday than Canadians.
Items least likely to hold for include clothing for kids, sporting goods and travel.
(April 2019)
The U.S. leads Canada for smart major appliance ownership, largely driven by the younger age group of 18-34 year olds.
Future consideration of buying a smart major appliance closes the gap between the markets. And those who already own at least one smart major appliance are 2-3X more likely to consider another one vs. those who don’t.
(April 2019)
Among Canadian recreational cannabis consumers aged 19+, preference is clearly for products with a higher percent of THC vs. CBD. However, 1 in 4 don’t even know what type they buy.
Recreational cannabis consumers appreciate the anxiety reducing benefits of CBD without the high.
(March 2019)
Among Canadian adults 19+, the incidence of consuming both alcohol and cannabis at least occasionally is 2x higher vs. that of cannabis only consumption. 30% consume neither alcohol nor cannabis.
Manitoba/ Saskatchewan has the highest incidence of cannabis only consumption and Quebec, the lowest.
(March 2019)
Almost 5 months since the purchase and consumption of cannabis was legalized in Canada on October 17, 2018, 19% of Canadians are consuming it at least occasionally for recreational or medicinal purposes.
Among those who consume cannabis for either recreational or medicinal purposes, half are recreational only consumers.
(January 2019)
Savoury and hearty snacks anticipated to have the greatest share of Canadians’ plates for the big event. 32% plan to eat healthier during the event this year another one-third agree that the Super Bowl is as much about the ads as it is about the game.
(January 2019)
The Super Bowl is more of a social occasion for Canadians compared for Americans, while more Americans are likely to agree that the Super Bowl is as much about the ads as it is about the game.