Can Canadian brands keep our shoppers north of the border?
The wait is over – Black Friday and Cyber Monday are here with sales already starting and people calling in sick!
Originally a US phenomenon, advertisers in Canada have finally caught on and are joining in the discount madness. According to Accenture’s 2014 holiday shopping survey, Black Friday is now on par with Boxing day, with 33% of Canadians expecting to find the best deals on Boxing day and 33% of Canadians expecting to find the best deals on Black Friday. Based on Accenture’s 2013 survey, the expectation of Canadians to find the best deal on Boxing day has dropped by 25%*.
Are advertisers taking advantage of this opportunity to keep Canadians on this side of the border? Last year, in the week running up to the big day, only 3 of the top 15 brands advertising on TV in Toronto were running specific Black Friday creative**. Advertisers wanting to push their sales seemed to focus on radio.
Top advertiser results for this year’s Black Friday and Cyber Monday will be posted here during the week of December 8, 2014.
** based on A18-49 PgmGRPs in Toronto using CMR data and its measured stations