Black Friday has plateaued in terms of participation by Canadians. We are calling for about 38% of adult Canadians to buy Black Friday promotions through the month of November, up slightly over 2018 (34%). The same proportion as the past two years (17%) will buy on Friday November 29th.

Note that this is despite the fact that we are observing fewer promotions so far in November.  This means retailers are striving to hold onto margins and perhaps the proportion of revenues will shift more to December.

DIG360’s 8 Holiday Predictions for Canadian Retail can be found here: https://dig360.ca/resource/dig360-8-holiday-predictions-for-canadian-retail-in-2019/