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Canadian consumers are expected to spend nearly $9.3 billion during Black Friday and Cyber Monday (BFCM) 2025, an increase of about $1.7 billion compared to last year, according to a survey by ecommerce marketing company Omnisend.

The survey found that the average Canadian plans to spend $319 on Black Friday and $242 on Cyber Monday. This represents an increase of $60 per person on Black Friday and $40 per person on Cyber Monday compared with 2024.

Marty Bauer

“Canadian consumers are trying to navigate financial pressures such as inflation and higher living costs,” said Marty Bauer, ecommerce and retail expert at Omnisend. “Yet instead of pulling back, many are leaning into Black Friday and Cyber Monday as a way to stretch their budgets, stock up on essentials, and save money over the long term.”

Most Canadian shoppers plan to spend between $100 and $499 on both days, with more Canadians expecting to increase spending (14–15 per cent) than decrease it (6–8 per cent). 

Bauer said this reflects a cautious but deliberate growth in holiday shopping budgets. “Even though wallets are tighter, Canadians are increasing their budgets. They are making fewer impulse buys and instead focusing on strategic purchases where they can get the most value.”

The survey also found that Buy Now, Pay Later (BNPL) remains niche in Canada. While 14–15 per cent of Canadians expect to use BNPL this BFCM, 53 per cent prefer to pay upfront, and 25 per cent might use BNPL for larger purchases. “BNPL is on the radar, but it hasn’t become mainstream in Canada,” Bauer said. “Canadians remain conservative in their payment preferences, valuing control and financial stability.”

Discounts and free shipping continue to drive purchases. Seventy-two per cent of Canadians prioritise discounts, and 55 per cent consider free shipping essential. Early access deals (26 per cent) and loyalty points (25 per cent) are less influential, while influencer promotions (10 per cent) and peer reviews (7 per cent) have minimal impact. “This data proves that the basics still win,” Bauer said. “Discounts and free shipping are what consumers want most, while loyalty programs and influencer campaigns play a much smaller role in driving actual purchase decisions.”

Amazon remains the leading shopping destination for Canadians at 79 per cent, followed by Walmart at 45 per cent. Emerging platforms include Temu (17 per cent) and Shein (15 per cent), while Etsy (6 per cent) and TikTok Shop (4 per cent) remain minor players. Bauer noted, “Amazon may lead, but Canadians are clearly experimenting with newer, lower-cost platforms like Temu and Shein. This reflects a growing appetite for affordability in today’s economy.”

Photo: Pavel Danilyuk

Clothing and accessories are the most popular category for Black Friday, with 51 per cent of Canadians planning to buy apparel, followed by tech and electronics (42 per cent) and toys (24 per cent). Other categories include home décor (21 per cent), beauty (25 per cent), and food and drinks (18 per cent). “Fashion and tech are evergreen categories, but the rise of toys shows how parents are waiting until BFCM to stretch holiday budgets,” Bauer said.

Bauer advised retailers to focus on financial value when marketing BFCM deals. He suggested emphasising discounts and free shipping, offering tiered promotions, experimenting with emerging platforms, and using automation tools to target shoppers effectively. 

“Canadians are financially stretched but still determined to shop smart,” he said. “Retailers who connect their promotions to real value and savings will capture the strongest growth this BFCM.”

The survey was conducted in August 2025 by Cint on behalf of Omnisend, polling 1,200 Canadian consumers about their shopping plans for Black Friday and Cyber Monday. Average spending estimates were extrapolated to the Canadian adult population of approximately 30 million.

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