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Competitive deals (59%) and product quality (50%) are the top leading considerations for Canadians overall when shopping for holidays followed by wide product selection (44%). However, speed matters more to younger shoppers. Gen Z (40%) and Millennials (38%) are significantly more likely than Boomers+ (16%) to prioritize fast & reliable delivery. Conversely, older shoppers place more importance on having a wide selection of products. Boomers+ (50%) and Gen X (51%) are much more influenced than their younger cohorts. Regional differences are minimal, though Quebec residents are less likely than those in other provinces to prioritize product quality.
Overall, value, quality, and convenience define Canadians’ holiday shopping decisions, with younger consumers emphasizing speed and older consumers focusing on variety and reliability.
Tech-related gifts top Canadians’ Black Friday and Boxing Day wish lists
A plurality of shoppers intends to purchase electronics or tech items (41%), followed by everyday essentials (33%), with about a quarter looking for fashion (29%), home and kitchen products (27%), or toys and games (27%). Younger Canadians drive much of the tech and lifestyle shopping. Millennials (53%) and Gen Z (51%) are far more likely than Gen X (39%) and Boomers+ (28%) to shop for tech deals. Gen Z are also more likely to purchase fashion-related items (42%), more than double Boomers+ (16%), and along with Millennials (40%), is significantly more likely to shop for toys and games than older cohorts.
Regionally, Atlantic Canadians stand out, being more likely than most other regions to shop for home and kitchen products (41%), indicating stronger interest in practical household gifting. While Ontarians are more likely than most regions to shop for fashion (35%) deals.
Holiday shoppers are split between shopping steadily throughout the season and holding out for major sales
Canadian holiday shoppers are almost evenly divided between shopping throughout the season to find deals (40%) and waiting for Black Friday (36%). Far fewer prioritize Boxing Day (17%) or Cyber Monday (7%).
Generationally, Gen Z and Millennials are focused on event-based shopping. About half of Gen Z (49%) and Millennial (47%) holiday shoppers wait for Black Friday deals compared to Gen X (37%) and Boomers+ (19%). Together, Gen Z and Millennials (34%) are twice as likely as Gen X and Boomers+ (16%) to shop for significant savings during Cyber Monday or Boxing Day.
Older Canadians prefer a steady approach with nearly seven in ten Boomers+ (68%) preferring to shop gradually throughout the season rather than wait for a specific event. British Columbians (51%) are more likely than most other regions to hunt for the best deals throughout the holiday season rather than focus on specific day events.
When it comes to timing, shoppers continue to make purchases in the weeks leading up to the holidays (48%), though a sizable group (37%) finishes well ahead of the holiday season. Boomers+ (45%) are most likely to complete their holiday shopping early.
Key generational differences
Younger Canadians, Gen Z/Millennials, are more event focused when shopping for major sales, leaning on Black Friday and Cyber Monday sales. They are speed-oriented thus prioritize fast delivery and convenience as they shop throughout the holiday season focusing more on electronics, fashion related items and toys while shopping.
Older Canadians, Gen X/Boomers, are more pragmatic with their holiday shopping. They are more likely to shop steadily without waiting for a specific event, value a wide range of product varieties and finish their shopping earlier than their younger cohorts.
Methodology
This survey was undertaken by The Harris Poll Canada. It ran overnight on November 3rd, 2025, with 1,545 randomly selected Canadian adults who are online panelists. The results have been weighted by age, gender, region, and education (and in Quebec, language) to match the population, according to Census data. This is to ensure the sample is representative of the entire adult population of Canada. For comparison purposes, a probability sample of this size has an estimated margin of error (which measures sampling variability) of ±2.5%, 19 times out of 20. Discrepancies in or between totals when compared to the data tables are due to rounding.
