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Black Friday Statistics 2020

Nearly 1 in 3 Canadians (32%) require deep discounts of 50% or more to buy on Black Friday

Holiday sales season is fast approaching and Canadians’ buying habits will be very different during this holiday sales season. Experts have already predicted that this pandemic holiday season will see much less brick and mortar retail shopping during this second wave to avoid being in crowded spaces. Canada Post anticipates the biggest online holiday shopping season ever and has put out specific guidelines, including time frames of when packages should arrive depending when they were purchased.

Not to mention the economic concerns. As many Canadians have had to deal with job loss or reduced hours to stay home to care for young children or elderly family members, many people may have less discretionary income, or want to take a more cautious approach with their spending when faced with so much uncertainty.

At Finder.com we wanted to know how these unique pressures would affect Black Friday, the unofficial kick off to holiday shopping season.

Turns out Canadians may want to spend less this holiday season but they are as hungry as ever for discounts. In fact, 6 in 10 Canadians will buy a product on Black Friday if it is discounted but even more surprising is that 3 in 10 are expecting discounts of 50% to 90% and if they don’t get it they may not buy at all. Meanwhile 4 in 10 said no discount would sway them.

But before we get into what kind of discounts Canadians are looking for this Black Friday 2020, let’s look at how many Canadians would typically shop till they drop in a normal year.

How much does the average Canadian typically spend to celebrate Black Friday?

Finder.com’s research reveals that in a survey done pre-pandemic (February 2020) 43% of Canadian adults, or more than 12.8 million people, planned to spend money for Black Friday, with the average amount being $362 for those who planned to spend. That adds up to nearly $4.6 billion that Canadians intended to spend on Black Friday this year.

While a majority of Canadians (57%) said they don’t plan to buy anything, a separate survey conducted in October 2020 reveals a whopping 1.3 million could be swayed with a discount from as little as 5%.

Women more likely to be swayed by sales

Women are slightly more likely to be enticed by the sales than men, with 61% of Canadian women saying they’ll shop for an item at the right price compared to 58% of men who said the same.

Women are also swayed by slightly lower discounts. On average it’ll take a discount of 41% to make women purchase an item, with men needing to find a slightly better deal at 42%.

18-24 require steep discounts to shop

35-44-year-olds are most likely to purchase a discounted item in the sales compared to all other age brackets. 63% of people in this age range say they’ll purchase an item on sale at the right price, while 62% of 25-34-year-olds and 60% of those over 65 said the same. Those aged 45-54 and 55-64 are least likely to be swayed by sales with only 54% and 58% respectively saying they would buy for a discount.

It’ll take a lot to tempt 18-24-year-olds into shopping, with the group saying they’ll only make a purchase if it’s discounted by at least 47%. Other age brackets say they’ll purchase an item if it’s discounted anywhere from 38% to 46%.

New Brunswick require the smallest discounts to tempt a purchase

On average those in New Brunswick are swayed by the lowest discount (50%), followed by Quebec (56%) and Ontario (57%). Meanwhile people in Alberta, British Columbia, Manitoba, and Nova Scotia say they’ll need a discount of at least 61-62% to motivate their purchase.

How does Canada compare to 12 other countries?

Of the 12 countries included in this study, Canada ranks eighth for the highest percentage of people who will be enticed by the sales at 59%. Overall South Africans are most likely to shop the holiday sales events (70%), followed by France (66%). Meanwhile, Italy has the smallest number of sales shoppers (50%), followed by New Zealand (53%) and the UK (56%).

However, in terms of the discount required to entice shoppers, Spanish adults actually require the highest discount to motivate a purchase at 60%. People from France and Mexico also require steep discounts to entice them to shop, at 59% and 58% respectively. Meanwhile, Canadians say they’ll need the smallest average discount at just 42%, followed by people in Hong Kong (44%) and Ireland (45%).

Which country has the most Black Friday shoppers?

Black Friday is synonymous with hoards of Americans breaking through the front doors of stores all across the country. But as far as the Internet is concerned, the US no longer has the top spot for Black Friday shoppers.

Brazil is the country with the highest search interest in Black Friday, according to an analysis of historical search data from SEMrush. Interest in the shopping holiday peaked and hit new highs in November 2020, jumping up 22.36% from the previous year. Brazil also accounts for 13.20% of all global searches for the term “Black Friday”.

The US doesn’t place silver either: that post is taken by France. Like Brazil, France also saw a jump in search interest year-on-year, jumping 22.22% between November 2019 and November 2020. France makes up 10.78% of all searches for the term “Black Friday”, which is quite impressive, considering that France only accounts for 0.84% of the population.

The US doesn’t even get the bronze on its own, sharing the podium with Germany for the second year in a row, with search interest in both nations increasing by the same amount over the last 12 months (22.28%). Both nations made up 8.82% of the search volume for the term “Black Friday”, but Germany is far outperforming in terms of its population size, with Germany accounting for 1.07% of the world’s population, compared to the 4.25% that the US represents.

Canada ranked equal 9th overall for Black Friday search volume. Search volume has increased by almost 23% from November last year to November 2020.

Want to know how Canada stacks up? View the top 20 countries searching for Black Friday in our map below, or use the table in the tab to see where your country ended up:

RankCountryNumber of monthly Black Friday searches
1Brazil673,000
2France550,000
3Germany450,000
3United States450,000
5Italy368,000
6United Kingdom301,000
7Spain246,000
8Netherlands165,000
9Canada135,000
9Poland135,000
11Sweden110,000
12India90,500
13Australia74,000
13Belgium74,000
13Mexico74,000
13Switzerland74,000
13Turkey74,000
18Argentina60,500
18Chile60,500
18Colombia60,500
18Finland60,500
18Greece60,500
18Portugal60,500
24Denmark49,500
24Romania49,500
24Vietnam49,500
27South Africa40,500
27Austria40,500
27Hungary40,500
30Norway33,100
31Czech Republic (Czechia)27,100
31Peru27,100
33Croatia18,100
33Ireland18,100
33Israel18,100
36Malaysia14,800
36Singapore14,800
38Hong Kong12,100
38Japan12,100
38New Zealand12,100
38Saudi Arabia12,100
38Slovakia12,100
43Egypt9,900
43Indonesia9,900
43Morocco9,900
43Nigeria9,900
43Pakistan9,900
43Philippines9,900
43Serbia9,900
50Bulgaria8,100
50Russia8,100
50Thailand8,100
50United Arab Emirates8,100
54Ecuador6,600
54Ukraine6,600
54Venezuela6,600
57Algeria5,400
57Slovenia5,400
57Taiwan5,400
57Uruguay5,400
61Bangladesh4,400
61Dominican Republic4,400
61Lithuania4,400
61Tunisia4,400
65Cyprus3,600
65South Korea3,600
67Bolivia2,900
67Bosnia and Herzegovina2,900
67Jordan2,900
67Luxembourg2,900
71Estonia2,400
71Georgia2,400
71Ghana2,400
71Guatemala2,400
71Sri Lanka2,400
71Paraguay2,400
77Azerbaijan1,900
77El Salvador1,900
77Kuwait1,900
77Zambia1,900
81Bahrain1,600
81Costa Rica1,600
81Kazakhstan1,600
81Latvia1,600
81Malta1,600
86Albania1,300
86Iceland1,300
86Jamaica1,300
86Lebanon1,300
86Mauritius1,300
86Moldova1,300
86Mozambique1,300
86Nepal1,300
86Oman1,300
86Honduras1,300
96Armenia1,000
96Cambodia1,000
96Zimbabwe1,000
99Angola880
99Senegal880
101Namibia720
101Nicaragua720
101Trinidad and Tobago720
104Belarus590
104Botswana590
104Cameroon590
104Libya590
104Madagascar590
109DR Congo480
109Mongolia480
109Montenegro480
112Haiti390
113Brunei320
113The Bahamas320
115Cabo Verde260
115Ethiopia260
117Guyana210
118Afghanistan170
119Belize140

Who are the most popular retailers in Canada?

Search volume data from Ahrefs reveals some of the most popular retailers for Black Friday include Best Buy, Walmart, Amazon, and Costco.

Canada’s most searched retailers

RankRetailerBlack Friday deals
1Best BuyBest Buy Black Friday Deals
2WalmartWalmart Black Friday Deals
3AmazonAmazon Black Friday Deals
4CostcoCostco Black Friday Deals
5EB GamesEB Games Black Friday Deals
6Canadian TireCanadian Tire Black Friday Deals
7Sport ChekAll Black Friday Deals
8WayfairWayfair Black Friday Deals
9Leon’sAll Black Friday Deals
10Red Flag DealsRed Flag Black Friday Deals

What are people looking to buy on Black Friday?

In terms of specific products, Ahrefs data suggests that Canadians are looking to bag deals for tech, makeup and sports goods this coming Black Friday sale. Some of the most popular products include gadgets such as the Switch and PS4, while some of the most popular brands include Sephora, Lululemon, Nintendo and Apple.

Check out Finder.com’s Black Friday deals page to stay on top of the sales as they happen.

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