‘I thought it would be packed’: Black Friday shoppers notice smaller crowds from years past at West Edmonton Mall

Black Friday at West Edmonton Mall on Nov. 28, 2025. (Cam Wiebe/CTV News Edmonton)

Shoppers enjoyed the calm at West Edmonton Mall, which opened its doors at 9 a.m., on Black Friday.

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“I thought it would be packed,” Cohen Watts, who was visiting from Vancouver Island, said.

Another shopper from out-of-town, Rex Bambalan, also noticed the quiet at the large mall.

“Black Friday used to be (busy). It’s been gradually decreasing as the years go by,” Bambalan said, while looking for gifts for his kids back home in Winnipeg.

West Edmonton Mall General Manager Danielle Woo said many people stop in from other provinces to “make a weekend of it” for what she says is the “biggest holiday shopping day of the year.”

“We’re feeling it’s very consistent throughout the day, but it’s also very manageable,” Woo said as crowds started to pick up around noon. “You’re not waiting in long lines outside of the stores for long periods of time.”

According to the latest stats, Woo said Canadians are spending more than last year for the holidays.

“Alberta in general is spending more money for the holiday season than any other province in Canada,” Woo added, saying shoppers are enticed by 50 per cent off and two-for-one deals.

Recently opened stores – like Abercrombie & Fitch, Minisoland, and Baskin-Robbins – are also a draw, according to Woo.

“Everybody starts doing their shopping today,” she said. “This is the official start of the holiday season.”

Seasoned shoppers like Berlynn Watson, who has been Black Friday shopping for seven years in a row, said the morning calm at the mall has been a trend.

“We think it’s because the sales aren’t as good anymore,” Watson said, while shopping with her family.

Still, Watson couldn’t pass up the opportunity to check-off her shopping list early.

“I have a whole spreadsheet. All the prices are on there,” she said with a chuckle.

West Edmonton Mall is open until 9 p.m. on Friday.

With files from CTV News Edmonton’s Matt Woodman