Black Friday may have begun as an American post-Thanksgiving tradition, but it has become part of how Canadians spend, budget, and plan their purchases.
As inflation raises the stakes of every spending decision, Black Friday has evolved from a cross-border curiosity into a fixture of Canada’s retail calendar. What was once an imported novelty is now a season-long expectation, says Queen’s consumer behaviour expert Tandy Thomas, with Canadians planning—and budgeting—around the event.
“Canadians have embraced Black Friday—they expect it and plan around it,” said Thomas, Associate Professor and E. Marie Shantz Fellow of Marketing at Smith School of Business. “It’s not something new or fleeting anymore. It’s become a mainstay in Canada, and it’s here to stay.”
According to Thomas, Black Friday once relied on trips to U.S. malls, but Canadian shopping is now largely done online. Retailers have adapted by shifting their strategies to e-mail alerts, apps, targeted ads, and social media algorithms that recommend products before consumers even start searching. This digital shift, she said, has transformed the Black Friday experience entirely.
“Everything about how we shop now is perfectly seamless. Algorithms and mailing lists allow online retailers to inform consumers directly and draw them in in ways that brick-and-mortar stores cannot”, she said.
The event has also grown from a single day to now stretching across November and into December, with early bird and extended sales, in addition to Cyber Monday—the online-focused deals day that follows Black Friday. According to Thomas, many shoppers, especially students, aren’t only looking for discounts but also holding off on purchases until they arrive.
“Consumers go in with a ‘stay-on’ mindset,” Thomas said. “In November, someone might walk into a store and only look for discounted items. They’re waiting for the sales—especially on bigger purchases.”
During a period affected significantly by inflation and higher costs of living, a good deal can feel like a win. But Thomas said the behaviour often becomes less intentional.
“There’s an element of gamification,” she explained. “It becomes a mentality of, ‘I’d be losing money if I didn’t buy this.’ When people feel like they’ve found the best deal, they feel like they’ve won, which can be addictive.”
The excitement around saving can also undermine planning. Students managing increased costs of living may buy items they didn’t originally intend to purchase. “If you’re deviating from your list and suddenly buying a TV you don’t need, that’s when we start to see problems,” Thomas said. “It becomes very easy to overspend and put things on credit cards.”
Thomas suggested two strategies for students aiming to shop responsibly, with the first being to plan ahead: make a budget, create a list, and research prices in advance. The second strategy is to slow down before making a purchase. Stepping away, checking for alternatives, or waiting a day can help clarify the difference between a smart purchase and an unnecessary one.
“These sales last long enough that the urgency isn’t real,” she said. “If you still want it a day later, and it fits your budget, then go ahead.”
The sales may be short-lived, but the spending habits they encourage often aren’t. Thomas says learning when to buy, and when to wait, might be the most useful skill students can bring into Black Friday season.
Tags
Black Friday, Saving, shopping
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