New data from Vividata’s Fall 2025 Study of the Canadian Consumer reveals a significant shift in how Canadians approach Black Friday and Cyber Monday, marking a move toward more deliberate, digitally informed, and value driven shopping behaviour. The findings reflect a retail environment in which shoppers blend online research, social discovery, and second hand buying as part of a broader, highly intentional shopping mindset.
Pat Pellegrini, President and CEO of Vividata, said consumers are no longer simply chasing deals but reshaping the entire discovery and decision process. “Canadians are not just bargain hunting, they are reshaping how they shop. They are blending social discovery, trusted recommendations, online convenience, and resale options into a single decision making process. It is a much more intentional, experience driven retail journey than we have seen in the past.”
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Social influence plays a central role in this shift. Nearly five million Canadians now turn to social media to discover new brands, with discovery rates rising even higher among younger groups. Gen Z and Millennials rely heavily on digital channels, influencers, and recommendations from peers, while in store browsing remains an important touchpoint for a sizable share of shoppers. Anil Rege, Fractional Chief Marketing Officer at Vividata, said this behaviour represents a fundamental change in how inspiration connects to purchase. “Canadians are now treating shopping like content. They move from inspiration to purchase quickly, often in the same moment, and expect brands to show up with experiences that feel credible, relevant, and easy to act on.”
Rege added that the modern path to purchase has evolved into what he describes as an infinity loop, where consumers cycle between discovery, evaluation, and purchase more fluidly than ever. Brands hoping to win this season must meet consumers at every point of that loop with messaging that resonates instantly.
The study also highlights a strong value orientation among Canadian shoppers. Most consumers actively seek out promotions, monitor special offers, and compare prices across channels. The majority look for the lowest possible prices, ensure they use available coupons, and are willing to switch brands if a better offer appears. The research shows Cyber Monday shoppers in particular rely heavily on email offers, reinforcing email’s sustained value as a conversion driver during peak shopping windows.
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Alternative channels are also growing as Canadians look to stretch their budgets. Many report increasing their online shopping frequency, while a substantial share now turns to second hand platforms such as Facebook Marketplace, Kijiji, and eBay. These behaviours reflect a broader mix of practical value seeking and lifestyle driven purchasing, especially in categories like clothing and accessories.
When shopping online, Canadians continue to gravitate toward a mix of global and domestic retailers. Amazon leads with the highest reach, followed by Temu, Walmart, Canadian Tire, Etsy, and Shein. Taken together, the findings from Vividata’s Study of the Canadian Consumer and its SCC Digital dataset show a marketplace defined by intentionality, digital fluency, and promotional sensitivity.
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