From December 3 to December 6, 2021, on behalf of DIG360, Leger conducted an online survey among Canadians to explore their perspectives on Black Friday shopping. We asked them about their shopping behaviour, concerns about supply chain disruptions in advance of the holiday season, perceptions of the value of Black Friday deals, and more.
SOME OF THE KEY FINDINGS OF THE BLACK FRIDAY/HOLIDAY SURVEY INCLUDE…
- Actual reported shopping behaviour continues the ongoing shift toward online purchasing at the expense of in-store.
- Reported Black Friday spending overall remains stagnant.
- Roughly half of Canadians are worried about supply chain issues impacting their holiday shopping and fear that on-time online delivery for December gift giving may be at risk.
- The proportion of Canadian shoppers who reported ‘great deals’ has declined from the 2018 findings, nearly half reported poor to mediocre deals.
Discover more key findings by downloading the free report at the end of this article.
- 1,547 residents of Canada aged 18 or older were surveyed online using Leger’s online panel, LEO, from December 3 to December 6, 2021.
- Using data from the 2016 Census, the results were weighted according to age, gender, and region in order to ensure a representative sample of the population in Canada.
- No margin of error can be associated with a non-probability sample. However, for comparative purposes, a probability sample of 1,547 respondents would be ±2.5%, 19 times out of 20.