The holiday shopping period has officially kicked off in Canada, and this year it arrives with deep discounts and a strong dose of Canadian pride. Retailers have begun slashing prices earlier than usual as shoppers grow more cautious in response to economic uncertainty, according to retail analyst Bruce Winder, who spoke to BNN Bloomberg.
Retailers Launch Discounts Ahead of Schedule
Aggressive Pricing to Attract Careful Consumers
Major retailers are pushing out promotions weeks before Black Friday. Canadian Tire is already in its second week of Black Friday offers, having launched deals on Nov. 6.
Winder noted that early discount flyers show retailers taking a highly competitive approach to pricing this year, saying that companies appear “fairly aggressive” with markdowns as they attempt to capture early spending.
Push for Canadian-Made Products
Winder also pointed out a growing pattern among retailers — including Amazon — to highlight Canadian-made products. This strategy helps avoid potential tariff impacts and aligns with shoppers’ desire to support local goods.
With tariff concerns looming, retailers and consumers alike are showing signs of nervousness. “The tariff threat is real,” Winder emphasized.
Amazon and Walmart Prepare Major Holiday Promotions
Amazon’s Black Friday Window & App-Exclusive Deals
Amazon Canada revealed that its Black Friday deals will run Nov. 20 – Dec. 1, promising prominent placement for Canadian small businesses on its site. The company also plans to host its first-ever Amazon App Day, offering deals exclusively through its mobile app.
According to Winder, Amazon’s app push allows the company to gather more detailed shopper data and use AI tools to understand consumer behaviour. He added that consumers will also increasingly use AI to refine and personalize their holiday searches.
Walmart Enters the Competition
Walmart Canada will join the holiday discount wave with deals beginning Wednesday, adding more competition to a season already filled with early promotions.
Advertising Challenges Amid the Canada Post Strike
Flyer Delivery Disruptions
The ongoing Canada Post strike has created advertising setbacks for retailers like Canadian Tire, which rely heavily on flyer distribution. Postal workers halted flyer delivery in September, arguing that the program worsened workplace conditions and that many households did not want flyers anymore.
Winder explained that while flyers are not effective for all shoppers, they remain powerful for specific categories — especially physical catalogues like the Amazon Toy Book, which features games, stickers, and interactive holiday content for children. These tactile formats, he said, often outperform digital ads.
A Shift Toward Practical Gifting
Essential Items Take Priority for 2023 Shoppers
The Retail Council of Canada reports that Canadians plan to maintain a holiday spending budget of $975 per person, but Winder says buying behaviour has become more needs-based than indulgent.
Lower- and middle-income households are focusing on practical gifts. As Winder put it, “If your toaster breaks, someone is going to buy you a toaster for Christmas. They’re not going to choose a fun, extravagant experience.”
This trend suggests a holiday season shaped by careful planning, essential purchases, and value-driven shopping.
