Black Friday in Canada loses its luster, with total retail sales down 6%!

According to foreign media reports, the fourth quarter of this year started strongly in Canada. Retail sales in October increased by 6% compared with 2020 and 11% compared with 2019.

Data shows that one-third of Canadians said they started or finished their holiday shopping in October. While the overall growth in October was a pleasant surprise , the rest of the fourth quarter will be challenging. This is most evident during the black hour.

One of the main factors affecting Black Friday is timing. In Canada , Black Friday sales are starting as early as late October 2021. The days of Black Friday being a one-day shopping experience are a thing of the past . Over the years, deals have softened, and Black Friday itself has been stretched to a somewhat inconsequential few weeks with little appeal to the average Canadian consumer.

Preliminary data from early retail indicators show that total retail sales in Canada (excluding apparel and footwear) fell 6% in the week ending November 27, 2021. Sales in sectors such as small appliances, technology, toys and housewares also fell on Black Friday compared to 2019, as consumers shopped earlier.

TV sales in Canada , which have always performed well during Black Friday and have been extremely popular over the past two years, were down 37% compared to 2020. The toy industry also appears to have lost some of its luster: weekly Black Friday sales were down significantly compared to 2020. This drop can likely be attributed to the fact that many of the best-selling toys are harder to find this year. As many Black Friday shoppers have learned, finding these popular items can mean multiple visits to different retailers or substituting a different gift entirely.

The situation is much more encouraging for industries such as apparel, footwear and beauty. As consumers begin to slowly return to work, school, socializing and entertainment, they are beginning to return to these underperforming parts of the market. One example is the beauty industry, which saw sales increase 43% over 2020 and 26% over 2019 in the week ending November 27, 2021.

It is understood that Black Friday continues to attract Generation Z consumers this year , and stores and major city shopping malls are occupied by young consumers. The country's final sales this year will also be affected by the epidemic.

Canada

Black Friday

decline