Black Friday sales are arriving earlier than ever in Canada, with major retailers now launching promotions in early November rather than waiting until the actual shopping day on Nov. 27.
According to retail analyst Bruce Winder, the shift reflects a strategic industry-wide change. “Retailers now start their Black Friday sales in the beginning of November,” Winder said. “Best Buy, Canadian Tire, Amazon and a lot of others are out there hammering away every week to offer deals and because of that it has really become Black Friday month now and not just one day.”
The extended promotional calendar is reshaping consumer behavior. Winder noted that most shoppers no longer delay holiday shopping until mid-December. Instead, online and in-store deals are motivating earlier purchases, lengthening the shopping season leading up to Dec. 25. “Retailers always want to extend the shopping season and give consumers a reason to log on to a shopping website or to go to the store to buy products,” Winder explained. “Retail operators know that shoppers are not going to spend money unless there is a promotion to help them save money at a time when there is an affordability crisis.”
At Best Buy’s Dartmouth location, Adrian Fernando, assistant store leader of operations, confirmed the early start. “Our sales started this past Monday for our early Black Friday promotions, and every week some of those sales will change and then all of the sales will be put back in place during the actual week of Black Friday,” he said. Fernando reported that early promotions are driving significant traffic increases, with business expected to be “double and close to triple the amount that we would usually do, and that includes a lot of online orders.”
Retailers are also adjusting inventory to capitalize on early demand. Fernando noted that stores are stocking a wider variety of products starting in early November, with expected hot sellers including Bambu Lab 3D printers, smartwatches, smartphones, and Fitbits.
For retailers, the stakes are high. Winder emphasized that Black Friday has become critical to annual profitability. “That is why they call it ‘Black Friday,’ because in the past a lot of companies were operating in the red, in other words they were losing money, and then at the end of Black Friday they made so much money that they were in the ‘black’ of making money for the year. So, depending on the business, this often is a massive must-win month for most retailers.”
Consumers appear responsive to the extended sales period. Shopper Jarret Rogers said he purchased headphones marked down from $100 to $45 after seeing promotions advertised in-store.
Key facts
- Black Friday sales in Canada now begin in early November, several weeks before Nov. 27
- Amazon, Best Buy, and Canadian Tire are among major retailers launching early promotions
- Retail analyst Bruce Winder says the promotional period has effectively become “Black Friday month” rather than a single day
- Best Buy in Dartmouth expects sales volume to be double or triple normal levels during early promotions
- Popular items this year include 3D printers, smartwatches, smartphones, and fitness trackers