It’s definitely the biggest day for retail sales in the U.S. – Black Friday, the mega-shopping day after U.S. Thanksgiving Thursday. It is traditionally the first day of the holiday shopping season, marking a mad dash toward Christmas. And the sales data shows that the day, around in America since 1932, can be a make-or-break event for retailers. It can be the difference between a good year and a bad one. For many, a lot is riding on Black Friday.
Time Magazine reports 2015 brick-and-mortar sales on Black Friday at $10.4 billion, which is down a billion dollars from 2014. With so much at stake, most major retailers open very early with promotional sales and door crashers. In an effort to garner even more Black Friday sales, many offer bargains as early as Thanksgiving Day, in-store and online.
While the event is solidly entrenched in the psyche of U.S. shoppers – a traditional day to head out to the mall with friends and family after a lazy Thanksgiving Day –it’s not quite the same north of the border. In 2015, Statistics Canada reported November electronics sales up by 2.1 per cent, and clothing and accessories up 2.2 per cent from the previous year across the country, with Black Friday credited for the bump in sales. Total retail sales for November 2015 reached $44.3 billion, an increase of 1.7 per cent largely attributed to motor vehicle and parts sales.
TD economic analyst Admir Kolaj said the lower loonie has been good for Canadian retailers wanting to cash in on the growth in Black Friday business. “On Black Friday last year, the Canadian dollar was worth 75 cents (it’s at about that mark in November 2016 too), which is down from 85 cents in January 2015,” he said. “That loss of spending power discourages cross-border shopping, because the bargains just aren’t as great when you factor in that exchange rate.”
Some retailers call it Grey Friday in Canada, as it’s still a long shot from the country’s biggest discount day, Boxing Day (Dec. 26). But each year, more retailers are willing to jump on the bandwagon for a chance at the sales frenzy. Canadian shoppers are anxious to find the same kind of Black Friday bargains here that they see advertised in the U.S.
After a successful mall-wide Black Friday in 2015, St. Albert Centre is back this Nov. 25 with longer hours (open at 8 a.m. – two hours earlier) and incentives to get a jump on holiday sales. Mall general manager Jillian Creech said redevelopment has allowed several new retailers to bring new energy and products into the mall space – London Drugs, Marks, Morning Sun Health Foods, The Body Shop and just-opening Purdy’s Chocolatier. Each will have store-specific promotions, and the mall is offering a bonus: spend $100 from 8 a.m. to noon and get a bonus $20 gift card.
“Many of our retailers offer a best-of-season deal on Black Friday,” said Creech. “And shoppers love the opportunity to check off their holiday lists, knowing there is plenty of stock and deals to be had prior to Christmas.”
Despite the economic downturn, Creech said many mall retailers report modest sales increases over last year. While traditionally strong sellers on Black Friday (electronics, jewelry) are showing decreases across the country, retail sales in Canada were actually up for the three months ending in August 2016. “Overall, St. Albert Centre is still performing very well. And people want to be at the mall on Black Friday and beyond for the events too – photos with Santa, a free gift-wrap station, and a chance to donate to the Salvation Army Kettle Campaign and St. Albert Kinettes’ hamper/toy drive.”
A glance at the flyers, TV ads and online promos reveals how widespread the Black Friday marketing machine is. Appliance stores and car dealerships to drug stores are all eager to get in on the event, with some offers spread to the entire week before and the week Black Friday. At Best Buy Canada, expect Boxing Day-type sales and early morning lineups for door-crashers and bargains, according to Christine Tam, manager of external communications for Best Buy Canada.
“After Boxing Day, it’s (Black Friday) definitely the day with the largest number of customers. We open at 6 a.m. so people can come in before work,” said Tam. “Some love to shop this day for themselves, to get that great deal on a tablet or lap top, leaving the Christmas shopping for December when they’re more in the mood with the lights, dĂ©cor and Christmas music.”
An 8 a.m. early opening at West Edmonton Mall is one way to funnel thousands of shoppers through for the huge Black Friday promotions mall-wide. And if you need a break from the expected throngs, check out the Black Friday lounge on the Santa Maria ship.
Canada’s Black Friday facts
• 1.2 million Canadians plan to be ‘sick’ on Black Friday or Cyber Monday, and 6.4 million plan to take a vacation day to shop the sales<br />• In 2015, more than half of Canadian shoppers (19.3 million) were expected to take advantage of Black Friday and/or Cyber Monday<br />• In 2014, Saskatchewan shoppers spent the most on Black Friday ($140.81) while Alberta was a close second. The numbers fell in 2015 for both prairie provinces, assumed to be due to the decline in oil prices.<br />• Most sought-after Black Friday items are clothing and accessories (52 per cent), followed by tech (44 per cent).
