Black Friday is on Friday, November 24, 2023 in both Canada and the US. It is held on the day after the US Thanksgiving federal holiday which is the fourth Thursday of November every year. Cyber Monday will be on Monday, November 27, 2023.
Below you will find some of the best deals available as well as the start and end dates for the online sales at 150+ retailers in Canada. We’ll be updating this guide LIVE, so if you want to keep track of the latest and greatest deals, be sure to bookmark this page!
150+ most popular Black Friday retailers in Canada
The following are the most searched-for retailers in Canada based on search engine data, sorted by category:
|Retailer||Popularity||Start||End||Discount (up to)||Category||Includes|
|Lululemon||9,900||Nov 24||Nov 25||50%||Apparel||Select leggings, pants, shorts, joggers|
|Roots||4,400||Nov 24||Nov 28||25%||Apparel||Almost everything|
|Nike||3,600||Nov 24||Nov 29||15%||Apparel||Sitewide|
|Canada Goose||2,900||None||None||Apparel||Their official store never has any sales or discounts. Check re-seller Nordstrom.|
|Aritzia||1,900||Nov 24||Nov 27||50%||Apparel||Sitewide|
|Mark’s||1,900||Nov 25||Dec 1||70%||Apparel||Select winter boots, jackets and jeans|
|Zara||1,900||Nov 25||40%||Apparel||Select coats, boots & vests|
|Adidas||1,300||Nov 25||Nov 27||50%||Apparel||Select shoes, bras, hoodies, joggers|
|Patagonia||1,300||None||None||Apparel||Web specials only. Stopped Black Friday sales to encourage folks to spend the day outdoors|
|Simons||720||Nov 21||Nov 27||2x pts||Apparel||Sitewide|
|The North Face||590||Nov 21||Nov 26||20%||Apparel||Regular priced items|
|H&M||590||Nov 25||Nov 25||25%||Apparel||Sitewide|
|Old Navy||480||Nov 25||Nov 28||60%||Apparel||Select pajamas, sweatshirts, leggings, hoodies|
|American Eagle||480||Nov 25||Nov 26||30%||Apparel||Sitewide|
|SSENSE||390||Nov 25||50%||Apparel||Wide selection|
|Uniqlo||390||Nov 25||Apparel||Select slippers, coats and shirts|
|Nordstrom||320||Nov 25||Nov 29||40%||Apparel||6000+ apparel, footwear, jewelry|
|Under Armor||320||Nov 25||Nov 28||30%||Apparel||Sitewide|
|Moose Knuckles||260||Nov 25||40%||Apparel||Select styles|
|Urban Outfitters||260||Nov 25||Nov 25||25%||Apparel||Sitewide*|
|Victoria’s Secret||260||Nov 25||50%||Apparel||Select robes, slippers, sleepwear, bras|
|SHEIN||210||Nov 21||Nov 29||85%||Apparel||Select dresses, coats, sweatshirts|
|Reitmans||210||Nov 25||Nov 25||40%||Apparel||Sitewide|
|Aerie||210||Nov 25||Nov 26||40%||Apparel||Sitewide|
|Eddie Bauer||170||Nov 25||Nov 27||50%||Apparel||Select jackets, shirts and pants|
|Hollister||140||Nov 18||Nov 28||40%||Apparel||Sitewide*|
|Joe Fresh||140||Nov 25||Nov 27||25%||Apparel||150+ apparel, accessories|
|Banana Republic||110||Nov 24||Nov 26||40%||Apparel||Select sweaters, dresses, jackets|
|Ardene||110||Nov 25||Nov 29||50% off $20+||Apparel||Wide selection|
|Helly Hansen||110||Nov 25||40%||Apparel||Select jackets, pants, apparel|
|SAXX Underwear||90||Nov 25||50%||Apparel||Sitewide*|
|Bluenotes||50||Nov 25||Nov 28||75%||Apparel||Sitewide|
|Abercrombie & Fitch||50||Nov 21||Nov 28||30%||Apparel||Sitewide*|
|RW&CO||50||Nov 25||40%||Apparel||Regular priced items|
|Harry Rosen||40||Nov 21||Nov 29||40%||Apparel||Select styles|
|PrettyLittleThing||10||Nov 25||Nov 28||50%||Apparel||Sitewide|
|Frank & Oak||0||Nov 24||Nov 25||40%||Apparel||Sitewide|
|Tilley||0||Nov 24||Nov 29||20-40%||Apparel||LTM6, LTM5 Tilley hats|
|DUER||0||Nov 25||Nov 28||50%||Apparel||Almost everything|
|Sheertex||0||Nov 25||Nov 25||60%||Apparel||Sitewide|
|Dyson||1,900||Nov 25||Nov 26||$220||Appliances||Vacuum, styler, fan|
|Coast Appliances||20||Nov 17||Dec 7||30%||Appliances||Select appliances|
|Michael’s||210||Nov 24||Nov 28||60%||Arts & Crafts||Wide selection|
|Aveda||–||Nov 19||Nov 28||25%||Beauty||Select items|
|Biotherm||–||Nov 25||Nov 28||25%||Beauty||Sitewide|
|Kerastase||–||Nov 25||Free gift||Beauty||At $100, $150, $200|
|Kiehl’s||–||Nov 25||Nov 27||25%||Beauty||Sitewide*|
|Nyx Cosmetics||–||Nov 25||30%||Beauty||Sitewide|
|Urban Decay||–||Nov 25||Nov 29||30%||Beauty||Sitewide|
|Sephora||2,400||Nov 25||Nov 27||50%||Beauty||Top sellers|
|Bath and Body Works||720||Nov 22||Nov 26||20% or Buy 3 get 3 free||Beauty||Select soaps, candles, body care|
|London Drugs||590||Nov 24||Nov 30||50%||Beauty||Select electronics, personal care, toys|
|Lush||590||Nov 26||Beauty||Select bath bombs|
|Origins||90||Nov 22||Nov 26||30%||Beauty||Select scrubs, creams, lotions|
|Yves Saint Laurent||70||Nov 25||Nov 27||20%||Beauty||Sitewide|
|Deciem||50||Nov 1||Nov 30||23%||Beauty||Sitewide|
|It Cosmetics||30||Nov 25||30%||Beauty||Sitewide|
|401 Games||–||Nov 25||Nov 25||10%||Books & Games||Board games, TCG, dice|
|Indigo||1,000||Nov 22||Nov 27||50%||Books & Games||Select books, toys and gifts|
|Book Outlet||90||Nov 2||25%||Books & Games||Sitewide. Standard sale 4 times a year.|
|JR Toy Company||Nov 25||25%||Books & Games||Select board games, toys|
|The Last Hunt||Nov 25||Nov 28||40-75%||Clothing||Sitewide (except Patagonia)|
|Le Creuset||390||Nov 25||25%||Cookware||Sitewide*|
|Williams Sonoma||30||Nov 25||50%||Cookware||500+ cookware, appliances, knives|
|Zwilling||10||Nov 25||50%||Cookware||Select knives, pots, pans|
|Kitchen Stuff Plus||Nov 21||Nov 27||65%||Cookware||Select appliances, cookware, storage|
|Prime Cables||–||Nov 23||Nov 25||20%||Electronics||Select cables, adapters|
|Best Buy||27,100||Nov 18||Nov 26||50%||Electronics||1900+ computers, appliances, TVs, video games, laptops|
|Apple||3,600||Nov 25||Nov 28||$70 to $350||Electronics||Apple Gift Card with purchase|
|The Source||1,600||Nov 17||Nov 30||50%||Electronics||Select tech, gaming accessories and headphones|
|Canada Computers||1,300||Nov 25||Dec 1||50%||Electronics||Select laptops, RAM, monitors|
|Visions||1,000||Nov 24||Dec 1||85%||Electronics||Select TVs, soundbars, projectors, receivers|
|Dell||1,000||Nov 11||Nov 30||50%||Electronics||Select laptops, monitors, PCs|
|Newegg||590||Nov 25||40%||Electronics||Select monitors, towers, power supplies|
|Lenovo||480||Nov 25||79%||Electronics||Select laptops, monitors & tablets|
|Samsung||390||Nov 18||Dec 1||Electronics||Select phones, watches and TVs|
|Memory Express||320||Nov 20||Nov 29||30%||Electronics||Select CPUs, MOBOs, RAM|
|Bose||260||Nov 25||50%||Electronics||Select earbuds, soundbars, speakers|
|HP||170||Nov 16||55%||Electronics||Select laptops, monitors, printers|
|Microsoft||170||Nov 25||65%||Electronics||Select laptops, tablets, games, accessories|
|Henry’s||–||Nov 25||40%||Electronics||Select cameras, lenses, bags, tripods|
|Kits||–||Nov 25||70%||Fashion||Glasses, contacts|
|Mr Big & Tall||–||Nov 25||40-70%||Fashion||Select outerwear, tees, sweaters|
|Bentley||–||Nov 25||Nov 27||40%||Fashion||Select luggage, bags|
|Tip Top||–||Nov 25||50-70%||Fashion||250+ shirt, coat, blazer|
|Coach||1,000||Nov 5||60%||Fashion||Select totes, crossbody bags, backpacks|
|Michael Kors||390||Nov 24||Nov 29||70%||Fashion||100+ bags, backpacks and crossbodys|
|Fossil||210||Nov 24||Dec 4||40%||Fashion||Select watches, bags, wallets|
|David’s Tea||260||Nov 25||30%||Food||Select tea|
|Maritime Madness||0||Nov 25||Nov 28||20%||Food||Sitewide|
|Aldo||210||Nov 21||Nov 30||50%||Footwear||Almost everything|
|GameStop||1,600||Nov 18||Nov 28||75%||Gaming||Select video games, controllers|
|Steam||720||Nov 22||Nov 29||75%||Gaming||Select video games|
|Nintendo||480||Nov 21||Dec 4||50%||Gaming||Select games on Nintendo Switch|
|PlayStation||210||Nov 25||Nov 28||60%||Gaming||Select PS4/PS5 video games|
|Green Man Gaming||30||Nov 25||70%||Gaming||PC video games|
|Etsy||–||Nov 19||Nov 30||60%||General||Select handmade items|
|Overstock||–||Nov 25||Nov 27||17%||General||Sitewide|
|Shopper Plus||–||Nov 25||Nov 25||15%||General||Sitewide|
|Walmart||9,900||Nov 24||Nov 27||50%||General||1000+|
|Canadian Tire||5,400||Nov 24||Dec 1||75%||General||Select tools, appliances, tires|
|Amazon||4,400||Nov 24||Nov 25||50%||General||Amazon Devices, Peloton, YETI, Dell, HP, Fitbit, etc.|
|Hudson’s Bay||4,400||Nov 25||60%||General||Select outerwear, jewelry, sleepwear|
|Costco||3,600||Nov 21||Nov 27||50%||General||600+ apparel, watches, TVs, furniture, electronics|
|Wayfair||2,400||Nov 25||80%||General||Select rugs, lighting, seating|
|Aosom||10||Nov 25||Nov 29||15%||General||Sitewide|
|Clearly||–||Nov 25||90%/40%||Glasses||Select frames/lenses|
|Perfect Lens||–||Nov 25||Nov 29||20%||Glasses||Sitewide|
|Ray Ban||90||Nov 25||Nov 25||50%||Glasses||$30 cash back on $180+|
|EyeBuyDirect||70||Nov 24||50% Off Lenses + 30% Off Designer Frames||Glasses||Select glasses, sunglasses|
|Sunglass Hut||30||Nov 20||Nov 27||50%||Glasses||Select styles|
|Gymshark||880||Nov 24||Nov 25||60%||Health & Fitness||Sitewide|
|Saje||320||Nov 23||Nov 27||20%||Health & Wellness||Sitewide|
|Zenni Optical||30||Nov 21||Nov 27||25% on $110+||Health & Wellness||Sitewide|
|Well.ca||10||Nov 25||Nov 28||50%||Health & Wellness||1000+ products|
|Shopper’s Drug Mart||10||Nov 25||Nov 30||Health & Wellness||Redeem 250k pts, get $400 off ($150 bonus)|
|Umbra||–||Nov 25||Nov 27||50%||Home Furnishings||138 items|
|SelectBlinds||–||Nov 25||Nov 25||60%||Home Furnishings||Sitewide|
|IKEA||2,400||Nov 25||Nov 27||25%||Home Furnishings||Circular hub (as is)|
|Leon’s||1,600||Nov 17||Dec 7||50%||Home Furnishings||Select sofas, mattresses, TVs|
|The Brick||880||Nov 25||Nov 27||60%||Home Furnishings||Select TVs, furniture, mattresses|
|Structube||590||Nov 18||Nov 28||40%||Home Furnishings||200+ furniture, decor|
|Bed Bath & Beyond||320||Nov 25||60%||Home Furnishings||4500+ rugs, pillows, comforters|
|Article||210||Nov 28||40%||Home Furnishings||Select tables, chairs and sofas|
|Bouclair||170||Nov 25||Nov 28||20%||Home Furnishings||Sitewide|
|West Elm||110||Nov 25||50%||Home Furnishings||Select furniture, bedding, rugs, decor|
|Crate & Barrel||90||Nov 25||Nov 29||60%||Home Furnishings||800+ items|
|Pottery Barn||90||Nov 25||60%||Home Furnishings||3000+ pillows, furniture, robes, decor|
|Linen Chest||70||Nov 24||Nov 27||50%||Home Furnishings||Thousands of kitchen, bedding, bath and decor|
|Vitruvi||50||Nov 21||Nov 29||40%||Home Furnishings||Sitewide|
|Wazo||0||Nov 25||Nov 29||60%||Home Furnishings||Sitewide|
|Home Depot||2,900||Nov 24||Nov 30||40%||Home Improvement||Select power tools, storage, rugs and home supplies|
|Lowe’s||720||Nov 24||Nov 30||50%||Home Improvement||500+ appliances, tools, equipment|
|Rona||590||Nov 24||Nov 30||50%||Home Improvement||Select tools, lighting and appliances|
|Blue Nile||–||Nov 25||Nov 27||50%||Jewelry||Select rings, earrings, necklaces|
|Mejuri||880||Nov 23||Nov 29||20% off $150+||Jewelry||Sitewide|
|Swarovski||720||Nov 18||Nov 30||30%||Jewelry||Select earrings, necklaces, rings|
|Pandora||590||Nov 21||Nov 27||30%||Jewelry||Sitewide*|
|Peoples Jewellers||0||Nov 25||Nov 28||50%||Jewelry||Select jewelry|
|Cookery||Nov 21||Nov 28||50%||Kitchen||100+ products|
|Kitchen Smart||Nov 25||10%||Kitchen||Sitewide|
|Consiglio’s Kitchenware||–||Nov 25||Nov 28||13%||Kitchen Stores||Sitewide|
|La Vie en Rose||320||Nov 25||2 for 1||Lingerie||Nightwear|
|La Senza||260||Nov 25||40%||Lingerie||Sitewide|
|Canada Strong Masks||–||Nov 22||Nov 28||10% using code BF22||Masks||Sitewide|
|Lovehoney||0||Nov 25||Nov 28||60%||Misc||Select lingerie, toys|
|Long & McQuade||320||Nov 25||Nov 27||25%||Music||400+ instruments, interfaces, micrphones|
|Cosmo Music||110||Nov 24||Nov 28||20%||Musical Instruments||600+ amps, audio interfaces, guitars, microphones|
|123ink.ca||–||Nov 25||Nov 25||50%||Office||Select printers, paper, toner cartridges|
|Staples||2,400||Nov 24||Nov 29||40%||Office||Select computers, audio, office furniture|
|PetSmart||320||Nov 24||Nov 27||$10 off $60+||Pets||1500+ food, treats, toys|
|The Mobile Shop||–||Nov 25||Nov 28||300,000 pts||Phones & Plans||Phones & plans|
|Telus||3,600||Nov 25||Nov 28||Phones & Plans||100GB for $85/mo|
|Rogers||2,900||Nov 16||Phones & Plans||15GB for $60/mo|
|Fido||2,400||Nov 16||Nov 25||Phones & Plans||20GB for $50/mo|
|Bell||1,600||Nov 18||Nov 29||Phones & Plans||15GB of data for $60/mo|
|Koodo||880||Nov 28||Phones & Plans||20GB for $50/mo|
|Freedom Mobile||480||Nov 20||Nov 25||Phones & Plans||30GB for $40/mo|
|Shaw||480||Phones & Plans|
|Virgin Mobile||480||Nov 15||Nov 25||50%||Phones & Plans||20GB for $50/mo|
|Videotron||210||Nov 16||Nov 29||Phones & Plans||Save $120 per year for life bundling phone & internet|
|SaskTel||210||Nov 18||Phones & Plans||Save $10/mo for 24 months|
|Public Mobile||30||Nov 17||Dec 1||Phones & Plans||20GB for $35/mo|
|Foot Locker||880||Nov 25||Nov 27||20% off $99+||Shoes||3500+ shoes & apparel|
|Vans||390||Nov 25||Nov 28||$25 off $100||Shoes||Sitewide|
|SoftMoc||260||Nov 25||Nov 27||50%||Shoes||Select boots, slippers & sneakers|
|Timberland||260||Nov 25||20%||Shoes||Select work & winter boots|
|Reebok||110||Nov 25||50%||Shoes||Select shoes, sweats and athletic wear|
|The Shoe Company||110||Nov 22||Nov 27||30%||Shoes||Select sneakers, boots, handbags|
|Hunter Boots||70||Nov 21||Nov 28||30%||Shoes||Select boots|
|Rockport||70||Nov 25||40%||Shoes||150+ dress, running and shoes and casual shoes|
|Sleep Country||170||Nov 25||15%||Sleep||100+ mattresses, sheets, pillows|
|Endy||110||Nov 10||Nov 27||15%||Sleep||Sitewide|
|Casper||70||Nov 15||Nov 30||$500||Sleep||Mattress|
|Silk & Snow||70||Nov 1||Nov 30||10%||Sleep||Sitewide|
|Essentia||0||Nov 2||Nov 25||25%||Sleep||Sitewide|
|Puffy||0||Nov 25||$300||Sleep||Select mattresses|
|Simba Sleep||0||Nov 25||Nov 28||Up to $728||Sleep||Select mattresses|
|Polysleep||–||Nov 23||Nov 25||30%||Sleep||Sitewide|
|Sport Chek||1,900||Nov 24||Nov 30||60%||Sports & Outdoors||Select shoes, jackets and apparel|
|Cabelas||720||Nov 25||Nov 30||50%||Sports & Outdoors||Select apparel, cases, rifles|
|MEC||480||Nov 18||50%||Sports & Outdoors||Clothing, cycling and camping gear|
|Golf Town||390||Nov 24||Nov 30||30%||Sports & Outdoors||Select clubs, gloves, balls, bags|
|Sail||210||Nov 25||50%||Sports & Outdoors||Select boots and jackets|
|Columbia Sportswear||140||Nov 20||Nov 29||25%||Sports & Outdoors||Almost everything|
|Atmosphere||110||Nov 24||Nov 30||60%||Sports & Outdoors||1600+ items|
|Sporting Life||110||Nov 25||Nov 30||40%||Sports & Outdoors||Select shoes, jackets and equipment|
|Altitude Sports||90||Nov 25||Nov 28||35%||Sports & Outdoors||14000+ jackets, boots & apparel|
|Running Room||20||Nov 23||Nov 28||40%||Sports & Outdoors||Watches, running shoes, athletic clothing|
|Pro Hockey Life||20||Nov 25||Dec 1||50%||Sports & Outdoors||Select skates, sticks, apparel|
|Black Circles||0||Nov 25||Nov 28||$30 to $100||Tires||Select tires|
|Toys R Us||1,300||Nov 24||Nov 27||50%||Toys||Select toys|
|Lego||590||Nov 25||Nov 28||Free gift||Toys||$50, $220, $320 purchase|
|The Gourmet Warehouse||–||Nov 25||40%||Select dutch ovens, stand mixers, etc|
*Terms, conditions & exclusions may apply.
In Canada, the earliest deals typically start around the beginning of November, but most brands and retailers start their Black Friday sales mid-month. Some even extend through Cyber Monday to the following weekend.
Best Black Friday deals by retailer
You get their “Black Friday Price Now” on their pre-BF items – guaranteeing to refund you the difference if their prices go any lower on the day of.
IKEA is offering additional value and savings on their sustainable used furniture buy-back program. They they sell the items as-is for affordable prices – giving their used furniture a second life and keeping it out of landfills.
Bonus Redemption Event (Nov. 26 to Dec. 1)
- 70,000 points = $70 plus a $30 bonus points offer for $100
- 130,000 points = $130 plus a $70 bonus points offer for $200
- 250,000 points = $250 plus a $150 bonus points offer for a $400
Get up to 30% off their “we made too much” sale on leggings, joggers, hoodies and more – including the Wunder Under leggings that Lulu was originally known for – in a wide variety of colour options.
Most popular products on Black Friday in Canada
The following are the most searched-for products in Canada based on search engine data, sorted by popularity:
|Oculus Quest 2||720|
Electronics (TVs, Laptops & Tablets)
Computers and accessories
Phones and phone plans
Headphones and audio
Toys and games
Sports and outdoors
Black Friday shopping guide
In the past, Black Friday was predominantly held in-store, and Cyber Monday was centered around online sales. Now deals are both in-store and online for both.
With the extension of some early Black Friday deals all the way back to beginning of November and some Cyber Monday deals turning into Cyber Weeks or longer, the events have functionally merged together into one long pre-holiday season sale with new deals and announcements throughout.
Here are some tips to get the most out of it:
Shop early due to shipping delays
In 2022, shopping early was recommended due to shipping network delays and increased purchase volume. For example:
- Best Buy email November 23, 2022: We wanted to let you know that, due to shipping network delays and increased volume, your recent purchase will take a little longer than expected to arrive.
- Reebok website: As the holidays near, we are experiencing a very high volume of orders, and as a result it may take a little longer than usual for your order to ship out. We are working as quickly as we can to get your order to you.
- Knix confirmation email: We have received your order and are putting it together for you. Due to a high volume of orders, your order may take up to 7 business days to dispatch from our warehouse location.
Products with high demand and limited supplies (eg. Nintendo Switch, PS5, Xbox Series X/S) are the ones where substantial deals are much less likely. We recommend buying them early if you have any concerns about their future availability. If they are discounted at all, look at that as an added bonus.
On the other hand, most products that are promoted by retailers in Black Friday ads are either in ample enough supply or are in lower demand by consumers, so you can afford to take a wait-and-see approach and see if a better deal comes along.
Early Black Friday vs. Black Friday vs Cyber Monday deals – which are better?
In general, deals on Cyber Monday are a little bit better than Black Friday, which are a bit better than pre-Black Friday. This trend was confirmed by 2022 holiday shopping data collected by Adobe Analytics across all the most popular Black Friday product categories:
In practice, waiting for the best deal might mean you miss out if a deal is is popular and the product sells out. If you see a deal on a product you want or need for a gift that is within your budget and can handle missing out on saving a few more dollars, then it is time to checkout and be done with shopping.
After looking into the deals offered at over 200 retailers, we’ve noticed that they generally use one of 4 approaches:
1. Deals get better over the course of the sale period (eg. Rakuten)
Some brands continue to sweeten the deal to convince you to buy at the highest possible price in order to simultaneously maximize both sales and profits – a pricing strategy known as price discrimination: charging customers different prices for the same product or service.
On Rakuten, a site that provides cash back on purchases from specific brands, a number of brands used dynamic pricing via cash back discounts. Their cash back percentages increased dramatically the week before BF, but were increased even further on the day of. Some discounts were lowered over the weekend and then popped back up on CM, before dropping back to their usual, much lower, rates.
Telus’ phone plans were another example in 2022. The early deal was $85 for 50GB of data, while the day-of deal offered 100GB for the same price:
2. Different products/brands throughout (eg. Amazon)
Large retailers such as Amazon, Walmart and Canadian Tire will vary the brands and/or products they discount during the period – typically in 3 stages: early deals, day-of deals, and cyber deals. For brick-and-mortar retailers that offer flyers, sale stages can be up to a week long.
For example, in 2022 Amazon split their deals up as follows:
Early BF (Nov 1-23)
- Levi’s up to 69% off
- Ray-Ban up to 38% off
- Under Armor up to 33% off
- Samsung up to 51% off
- Bosch up to 56% off
- Amazon Basics up to 55% off
- Logitech up to 50% off
- Microsoft Surface up to 20% off
BF deals (Nov 24-25)
- Columbia up to 73% off
- adidas up to 74% off
- Hasbro up to 38% off
- New Balance up to 59% off
- Amazon Essentials up to 27% off
- LEGO up to 30% off
- iRobot up to 29% off
- Sony up to 43% off
- YETI tumblers up to 45% off
- KitchenAid stand mixer up to 48% off
- Samsonite luggage up to 37% off
CM deals (Nov 28-Dec 4)
- TP-Link up to 33% off
- Ninja blender up to 50% off
- Amazon Essentials up to 34% off
- Fossil up to 48% off
- August Home smart lock up to 34% off
3. Same deals throughout, with minor adjustments (eg. Sleep Country)
For example, Sleep Country’s 2022 discount on BF was 15% sitewide “Today ONLY!”. On Cyber Monday, the discount was the same 15% sitewide “Today ONLY!”, but with a slight change: a free eye mask.
4. Same deals throughout (with varying levels of false urgency) (eg. Endy)
Niche, online, and direct-to-consumer retailers such as mattress, kitchen supply and contact lens companies will typically offer a flat sitewide discount throughout the weekend – or even longer.
Many are transparent about the start and end dates of the sale, but some apply a false sense of urgency to the discount offered, stating that it will end soon and/or including a countdown timer on their website or in promotional emails.
For example, in 2022 the mattress company Endy advertised 15% off sitewide and sent the following emails:
- Nov 13 “Black Friday savings on EVERYTHING” said 15% off everything until Nov 27 (Sunday after BF)
- Nov 27 “Black Friday ends tonight” states “Shop our biggest sale of the year before it’s too late”
- Nov 28 (Cyber Monday) “2 DAYS ONLY: Everything is on sale” until Nov 29
- Nov 29 “Last call for 15% off everything!” until Nov 29
- Nov 30 “SALE EXTENDED! Get 15% off” until Dec 6
This made it seem like the sale would end not only once, but twice, each time making it seem like the offer would only be available for a short time, only for the next “sale” to be a continuation of the exact same discount.
How to find the best deals on Black Friday?
The early deals typically feature different items than the sales offered on the day of and are generally discounted to a lesser extent. Discounts are typically better as the day approaches:
|Retailer||Early Discount||BF Discount|
|Vessi||30% sitewide||30% + $25 GC per $110 spent|
|Aosom||12% sitewide||15% sitewide|
|Adidas||40% sitewide||40% + 10% logged in “members”|
Planning, discipline and speed will help you get the most out of the sales:
Know what you’re looking for to minimize impulse purchases
It is really easy to get caught up in the excitement and overspend. Figure out ahead of time how much you can realistically afford to spend and what your budget is. Then decide what specific products (eg. Fitbit Versa 3) or types of products (eg. video game for PS5) you’re looking to buy for you and/or gifts for others. If the purchase isn’t required for the holidays, consider waiting for Boxing Day sales.
Rank these items in order of importance so you can prioritize shopping because you’re certainly not the only person looking at them and supplies may be limited as outlined earlier.
Check ratings and read reviews (including those here on Cansumer) beforehand to find the options available in Canada that best fit your use case and budget. A poor quality product at a super cheap price is still a bad deal.
Know what a good price is to avoid ‘fake’ deals
Higher demand for consumer goods, supply chain issues and inflation have all lead to higher prices, but that doesn’t mean you can’t ensure you aren’t overpaying or getting a price that is artificially inflated. The following services will give you an idea of the historical prices of a product, including the recent highs and lows and can notify you if the price drops:
- StockTrack.ca for Walmart, Canadian Tire, BestBuy, Staples, The Source, Home Depot, and more
- CamelCamelCamel Canada for Amazon products
- PC Part Picker for PC parts and accessories
- IsThereAnyDeal for PC games
- DekuDeals for Nintendo Switch games
Price comparisons can still be challenging as many of the best deals are for models that are either exclusive to the retailer or to the sale.
Add start dates to your calendar
Use the dates in the table above to mark the start of the sales at your favourite retailers on your calendar.
Subscribe to retailers to get early access
Many retailers will give you the option of signing up for email notifications about their Black Friday sales. Some even give email subscribers access to the deals a day or two early or an additional discount in return for signing up to their email list.
- Mejuri gives their email subscribers access to their sale 2 days before anyone else
- Samsung Canada will give you a $25 e-voucher for signing up
Buy from retailers that offer price protection or a price guarantee
Some retailers offer a price guarantee on purchases so if their price goes any lower during their BF/CM sale period you can submit a price matching request and they’ll refund the difference.
The best policies also apply to the lower prices offered by their competitors (retailers AND authorized dealers located in Canada) in-store, online or in-print for a period of 30+ days after your purchase.
Retailers that are offering price protections include:
Get notifications when a product is back in stock
The shift from in-person to online shopping means you no longer have to deal with as many crowds and lineups, but instead you may have to compete with bots buying up PS5s, graphics cards, sneakers and other products – basically anything with a limited supply that is in high demand – which unfortunately describes many of the best/doorbuster deals on Black Friday.
While not illegal, bots make it difficult for ordinary consumers to access good deals in a fair way. If a product you want is “out of stock” or “currently unavailable”, you may have to get a bot of your own to keep an eye on the product page.
And unlike shopping in-person, adding a product to your shopping cart does not mean you’ve reserved it. Approaches vary by retailer, but in general, a product in your cart is still available to be purchased by someone else until you’ve checked out.
The following services can track changes on product pages and send you a notification if the price changes or it is back in stock. They are particularly useful for online stores that aren’t monitored by a dedicated price tracker:
- Distill Web Monitor for monitoring any component of a web page including price or availability and get a notification when the price changes or it is back in stock
- Visualping for monitoring website pages and getting alerts when the content changes
Are Black Friday deals worth it?
While there are always a few standout deals, most offers aren’t particularly noteworthy and are similar to those offered at other times of the year such as Amazon Prime Day, Labour Day and Boxing Day as retailers often reuse and recycle the same deals year after year. For example, Walmart Canada stated in 2021 that around 10% of their 1,000 deals listed were the lowest prices of the year.
Some retailers seem to simply publish their regular sales flyer, title it “Black Friday” and call it a day. However, the timing relative to the holiday season makes it a good opportunity to buy gifts.
Items needed for Christmas preparations and gifts such as toys, luxury goods, bedding and winter clothing are always in higher demand around Black Friday, so retailers typically hold off on sales until last 2 weeks before Christmas as well as Boxing Day and into the new year.
‘Fake’ deals with inflated regular prices
There is evidence that some retailers artificially inflate their “regular” prices before sales start. In the US in 2012, Market Track tracked an 8% increase in prices beforehand for 366 of the 1,743 products they monitored and in 2013 360pi found that average prices across 8,000 products did not change significantly on Black Friday, and in many cases actually increased in the days leading up to it.
This makes the steeper discounts look better in percentage terms than they actually are to create a false sense of urgency and encourage impulse purchase decisions. This works very well as illustrated by a classic example of this practice:
In a 2012 presentation, Mr. Johnson, then still JC Penney’s CEO, said the company was selling fewer than one out of every 500 items at full price. Customers were receiving an average discount of 60%, up from 38% a decade earlier. The twist is they weren’t saving more. In fact, the average price paid by customers stayed about the same over that period. What changed was the initial price, which increased by 33%.The Dirty Secret of Black Friday ‘Discounts’, WSJ
This practice is legal in Canada as long as the product is up for sale for a “substantial period of time” at that price or higher, but corporations can be fined up to $10,000,000 for a first time infraction. The ordinary selling price (or “regular” price) can refer to either the retailer’s regular price or the regular price offered by other retailers in the market and is determined by using one of two tests:
- Volume test: A substantial volume of the product was sold at that price or a higher price, within a reasonable period of time, or
- Time test: The product was offered for sale, in good faith, for a substantial period of time at that price or a higher price.
As a consumer, the best approach is to focus on how good the final sale price is and try not to be distracted by implied savings and large percentage discounts.
Black Friday in Canada vs US
The deals in Canada are generally considered not as good as those offered in the US. Deals in the US are often better with bigger price cuts than in Canada – even at the same retailer.
The strength of the Canadian dollar to the American dollar has played a large part in the how good the deals are in Canada. From 2007 to 2014, the dollar was at parity, giving shoppers near the US-Canada border greater purchasing power and major Canadian retailers had to offer their own deals to discourage them from traveling over the border to shop.
In years past, “doorbuster” or “door crasher” deals in the US have created large crowds as well as scuffles and altercations leading to a number of injuries and deaths over the years. While Canada has had its long lineups and crowds, the event usually goes much more smoothly. This could be due to Canadians living up to their reputation of being orderly and polite, or it could be that our deals are simply not that good.
The crowds and lineups may be a thing of the past as shopping shifts from in-person to online, with:
- online sales doubling in Canada between 2013 and 2019 from $136B to $305B
- many brick-and-mortar retailers in Canada closing or filing for bankruptcy
- these trends being accelerated by the pandemic: retail e-commerce sales more than doubled from February to May 2020, to a record of almost $4 billion.
What is the history of Black Friday?
The phrase “Black Friday” was originally used to mark the gold panic in 1869 when decreasing gold prices caused a US stock market crash (and as an aside, is an interesting read).
The day after Thanksgiving has long been considered the unofficial start of the Christmas shopping season in the US since at least 1939, when President Franklin D. Roosevelt issued a Presidential Proclamation to move Thanksgiving from its original date of the last Thursday in November, to the second-to-last Thursday to lengthen the Christmas shopping season and assist the economic recovery from the Great Depression.
The term “Black Friday” was first used to describe the Christmas shopping rush in Philadelphia in 1961 when it was used by police to describe the crowding, congestion and commotion created by the heavy vehicle and pedestrian traffic the city experienced the day after Thanksgiving.
The term “black” is commonly used to describe days when major calamities have occurred – typically in the stock markets – such as “Black Monday” in 1987 when the Dow Jones Industrial Average lost almost 22% in one day or “Black Wednesday” in 1992 when the UK’s pound sterling crashed.
As the term continued to grow in popularity, there were attempts in the early 1980s to distance it from the negative connotation of disaster and misfortune by suggesting that the colour black instead had to do with retailers getting “back into the black” (becoming profitable) thanks to the Christmas shopping season.
The deep discounts have been known to produce a great sense of urgency and scarcity leading to long line ups and scuffles over products – particularly in the US.
Since as early as 2001, Canadian consumers have traveled to the US for Black Friday deals. Black Friday and Cyber Monday came to Canada in 2008 as Canadian retailers had to start offering similar deals in order to compete with the US and discourage shoppers from leaving the country.
Black Friday statistics in Canada
How popular is Black Friday?
Black Friday and Cyber Monday are two of the biggest sale events of the year in Canada.
According to Moneris, in 2020, Black Friday overtook the Friday before Christmas as the day with the most retail sales and is more popular than Boxing Day.
- 37% of Canadians bought at least one Black Friday promotion in November 2019, up from 34% in 2018. (Dig360)
- 19% of Canadians, bought on Friday November 29th, up from 17% in 2018. (Dig360)
- Participation has been fairly consistent since 2013. (Dig360)
- 43% of Canadian shoppers plan to buy on Black Friday vs 35% on Cyber Monday and 34% on Boxing Day (RCC)
- Canadians plan to spend $792 in 2021 holiday shopping season, up from $693 in 2020. (RCC)
Black Friday vs Cyber Monday, Boxing Day & Amazon Prime Day
It is one of the most popular shopping days of the year in Canada, and interest has been increasing year over year based on search data, whereas interest in Cyber Monday has continued fade:
For consumers in Canada, it is by far the most interest-generating sales event of the year with a 64% share of the total average monthly search volume of the 4 biggest events. It is about 6x more searched for than Cyber Monday, 5x more searched for than Amazon Prime Day and 2-3x more searched for than Boxing Day based on 2020 data from 3 search data sources.
|Source||Black Friday||Cyber Monday||Boxing Day||Amazon Prime Day|
US estimated ecommerce revenue
|Year||Black Friday||Cyber Monday||Amazon Prime Day (48 hours)|
Over to you
We’re interested to know – do you make a point of shopping on Black Friday? Do you shop more for yourself or for early Christmas gifts? Know of a sale going on that isn’t listed? Let us know by leaving a comment below!