Black Friday, Cyber Monday divisions blur as shopping habits shift

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The pre-holiday sales blitzes have bled together in recent years, with stores extending Black Friday promotions beyond a single day and online retailers offering Cyber Monday deals all week — or all month.

People navigate through Yorkdale Mall in search of Black Friday sales in Toronto on November 26, 2021. When Shopify Inc.'s Harley Finkelstein surveys November's retail landscape, he finds it hard to see where Black Friday stops and Cyber Monday begins.

“Black Friday/Cyber Monday used to be a weekend, now it’s more of a season,” said the president of the Ottawa e-commerce giant. As measures meant to quell the virus eased, many kept shopping online — but not at the rate some brands anticipated. The company’s stock traded for as high as $212 in the past year but has averaged closer to $50 in recent days.“Black Friday/Cyber Monday is sort of our Super Bowl,” said Finkelstein. “The culture and the energy at the company is really high right now.”A survey his company conducted with 24,000 consumers and 9,000 small and medium businesses around the world found 59 per cent of Canadians planned to spend the same amount as or more than last year on Black Friday and Cyber Monday weekend.

 

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