Google Canada reveals the top Black Friday and Cyber Monday trends & Canadian shopping behaviours this holiday season

As Canadians look forward to the 2022 holiday season, retailers can expect to see a more price-conscious shopper that’s focused on cost and convenience. 

With Black Friday and Cyber Monday around the corner, Google Canada is revealing new insights about how Canadians are changing their holiday shopping behaviours along with some of the top trending items Canadians are looking for this Black Friday and Cyber Monday.

You can also check out Google’s blog post for more information.

Here’s how Canadians plan to shop for Black Friday/Cyber Monday this year: 

  • Digital is here to stay and is now the gateway to all commerce
  • While we expect to see a return in-store shopping this holiday season, shoppers will use digital to inform, inspire and enable their purchases. 
  • 86% of shoppers discover brands/products while browsing online(1)
  • 89% of holiday shoppers searched online first before a store visit(2)

Holiday shoppers are price-conscious about their spending this season

  • 72% of surveyed Canadian holiday shoppers say they are concerned about the rising cost of items they need or want to buy(2)
  • 60% of holiday shoppers say they plan to buy less because of the impact of inflation on their finances(2)
  • Search interest for price sensitive terms have increased this year, with ‘discount code’ increasing 2x and ‘price match’ up 7x(3)
  • 85% of Canadian holiday shoppers say they will shop at a store with discounts(2)
  • 73% said they will shop with stores that offer free shipping(2)
  • 41% of holiday shoppers said they are comparing prices and price matching(2)

Holiday shoppers are being strategic, making fewer impulsive purchases

  • More than half (54%) of holiday shoppers said they will confirm an item is in stock before going into stores(2)
  • 1 in 4 holiday shoppers say they are shopping for things now that they don’t need until later because they’re worried items will go out of stock(2)
  • Nearly half of Canadian holiday shoppers say they’re taking inventory of what they have to determine what they need(2)
  • 32% say they keep an eye out for new brands even if they’re not planning to buy right then(2)

Holiday shoppers are getting ahead of the season 

  • Nearly 1 in 4 surveyed Canadian holiday shoppers had said they had already begun their holiday shopping by mid-September and 1 in 3 said they planned to start earlier this year than they had in 2021(2)
  • Searches interest for “black friday” and “outdoor christmas lights” are already growing strongly compared to last year, with searches for ‘black Friday’ up 300%, and ‘christmas lights’ up 80%(3)

Here’s what Canadians are searching for leading into Black Friday/Cyber Monday:


  1. Google/Ipsos, “Holiday Study,” Shopping Period Oct 30 2021 –Dec 23 2021, Online survey, CA, 18+ who shopped in the past two days.1 n= 2669; Think with Google: How consumers discover brands online
  2. Google commissioned Ipsos Consumer Continuous, US, CA, UK, FR, DE, IT, AU, JP, IN, CN, BR, MX, ES, ZA, KR, AR, CO, BE, CL, PE, SE, NL, DK, FI, NO ~n=235-489 online consumers 18+ per market that plan to shop for the holidays. Sep 8-11, 2022
  3. Google trends data, Canada English

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