The 2024 holiday shopping season is set to be compressed, giving Canadians less time to prepare for Christmas. With Black Friday falling later this year on November 29, there are five fewer days between the major shopping event and Christmas Eve. Experts predict this shift will lead to early sales, heightened marketing efforts, and a sense of urgency for consumers to complete their holiday shopping sooner.
Retailers are already responding by advancing their campaigns. “With five fewer days between Black Friday and Christmas, retailers will push to draw shoppers in earlier,” said Tandy Thomas, a marketing expert at Queen’s University. “Expect pre-Black Friday sales to begin earlier than in past years as stores compete for attention.”
Big-box retailers like Costco, Dollarama, and Winners started stocking holiday merchandise before Halloween, while others began early Black Friday promotions. This early push is part of an effort to maximize the shortened shopping window. “We need to rethink our marketing strategy for Black Friday and the final sprint to Christmas,” said TJ Flood, president of Canadian Tire.
Spin Master, the Toronto-based toy maker, is also adjusting its approach, moving some of its marketing later to target peak shopping intent around Black Friday. Despite these strategies, surveys indicate that Black Friday remains a crucial shopping day, with 84% of Canadians planning to spend on the day, followed by 65% for Cyber Monday.
While many consumers will wait for Black Friday to start their holiday shopping, others are planning to begin earlier. A survey by the Retail Council of Canada found 26% of respondents wouldn’t begin until Black Friday or later, while others are already making purchases in October or November. However, some experts argue that the timing shift won’t affect retailers too much. “Consumers are shopping earlier, and discounts are available throughout the year,” said Santo Ligotti from the Retail Council.
Despite this, experts warn that the compressed timeline may lead to rushed decisions, potentially causing consumers to overspend or make impulsive purchases. Retail strategist Liza Amlani believes shoppers will have more choices than ever, and the shortened shopping period won’t impact the customer experience significantly. Still, she expects some retailers to blame the timing for underperforming sales.
Overall, while the shorter shopping season creates pressure for both consumers and retailers, it also presents an opportunity for early promotions and strategic marketing.
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