According to a survey conducted by the Retail Council of Canada, consumers are more likely to rely on Black Friday sales for their holiday shopping. The unofficial holiday is typically held on the Friday of American Thanksgiving. But recently, retail companies have started offering massive discounts well ahead of the actual day. Michel Rochette, the Quebec president of the Retail Council of Canada, said it’s the company’s way of responding to consumer habits, which were reflected in its survey. “Almost half of the people answering the poll said that they are waiting for the Black Friday to start the holiday shopping so this is more important than ever,” Rochette explained. “It’s an increasing tendency that we’ve seen over the years.” Additionally, 84 per cent of people said Black Friday is the most important time of year to shop. The council cites economic uncertainty as one reason why consumers are relying on these sales more often. “They are looking more and more for discount and sales,” said Rochette. “That’s why maybe Black Friday is so important now.” Another reason is the habit of shopping online. Rochette explained that since the COVID-19 pandemic, consumers are constantly comparing prices to competing stores, adding to the pressure on retailers. “Even if they go back in store to discover things they search online to compare.”
