Black Friday season is here, and Canadians are gearing up for one of the busiest shopping moments of the year. To get a pulse on what shoppers expect heading into 2025’s biggest deal weekend, Field Agent surveyed Canadians about their plans, spending intentions, and progress on holiday shopping so far. The results paint a picture of eager shoppers, full carts, and budgets that are ready to work overtime.
Deals Are Calling And Canadians Are Answering
A full 90% of respondents say they plan to shop during Black Friday or Cyber Monday, signalling strong enthusiasm for this year’s sales. Whether they’re hunting for deals or stocking up on staples, most Canadians intend to participate in the retail rush.
What’s on the Shopping List?
When it comes to what people are buying, three categories sit at the top:
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Adult clothing & accessories
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Health & beauty products
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Home essentials like soap, towels, and other everyday items that agents would have to buy anyway.
This blend of wants and needs shows that shoppers aren’t just chasing big ticket splurges, they’re also taking advantage of sales to restock the basics.
How Much Will Shoppers Spend?
Canadians are planning to spend an average of $430 during the Black Friday/Cyber Monday period. While some will keep things light with smaller purchases, plenty are ready to invest in bigger buys thanks to seasonal discounts.
Where Are Canadians Shopping?
Three retailers dominate the Black Friday shortlist:
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Amazon – 76%
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Walmart – 72%
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Costco – 49%
These retail giants continue to win the trust (and dollars) of shoppers for their combination of value, selection, and convenience.
And when it comes to shopping internationally? Most Canadians are staying close to home. Only 29% plan to purchase from websites outside of Canada.
Holiday Shopping Progress: Still Lots to Do
Most respondents admit they’ll only be partway through their holiday shopping at the end of this big shopping weekend. In fact, the largest group, 12%, report that they'll likely only be about 50% done, while many others are still in the early stages.
In short: Canadians may be feeling the holiday pressure, but they’re counting on Black Friday deals to help them cross more names off their lists.
