As economic pressures mount, independent retailers across Canada extend Black Friday sales to meet shifting shopper expectations and compete with larger chains.

Black Friday promotions are ramping up across Canada ,and small businesses are reporting increased pressure to participate in extended discount periods, often at the cost of profit margins.

Retailers are adapting to changing consumer behaviours amid ongoing economic uncertainty, including inflation and high interest rates, which continue to influence spending patterns. According to the Retail Council of Canada (RCC), many retailers have begun offering deals from early November, transforming what was traditionally a one-day sales event into a month-long campaign. “Black Friday is now more like a season than a day,” Santo Ligotti, vice-president of marketing and membership at RCC, said in an interview with CBC News. “Smart retailers are going to continue to have offers throughout that period to attract shoppers.”

Surveys cited by the Bank of Canada indicate that consumer spending expectations have declined due to the broader economic outlook, which includes uncertainty around global trade and household debt levels. As a result, price has become a key deciding factor for Canadian shoppers. Ligotti said that “price is the top filter for Canadians,” with many shoppers delaying purchases until they find the right deal. “They’re waiting for sales, price matching and buying discounted,” he said.

Economic concerns drive consumer focus on price

Small business owners say they are feeling that pressure directly. Annie Vanrivong, owner of Wolf & Rebel, a gift and home goods store in Windsor, Ont., said this year marks the first time in seven years she has offered a Black Friday promotion. “With the tariffs and everything, our prices have increased, and I think that it’s just become not as affordable for most people,” Vanrivong said to CBC News. “People are struggling paying their groceries. So coming to a place like ours, I feel like it is a luxury.”

Vanrivong said the discount won’t significantly improve revenue but may help increase foot traffic and move stagnant inventory.

In Québec and Ontario, home goods and furniture store owner Fanny Vergnolle de Villers said she has also introduced Black Friday discounts, citing customer expectations. “It seems like people were disappointed if we weren’t doing anything,” Vergnolle de Villers, owner of VdeV, told CBC. “They were really expecting something because the larger companies are doing it.”

While she reported steady sales, she said many customers appeared to be on tighter budgets compared to previous years.

Larger retailers such as Best Buy and Walmart have also expanded their promotional periods. Joe Colucci, a central store leader with Best Buy Canada, said this year’s sales began Nov. 3, with deals continuing into the holiday period. The approach is designed to reduce peak-day congestion and allow more flexible shopping. “We’re trying to give the customer a little bit of space so they can come in and shop a little bit earlier,” Colucci explained to CBC.

Walmart Canada said it has introduced deeper discounts on select items. Morgan Ferris, vice-president of merchandising for entertainment, electronics and toys, said the goal is to provide affordability across categories. “I think there’s something for everyone in the household and for all different types of budgets,” Ferris said to CBC.

Sentiment toward buying Canadian softens

Despite ongoing efforts to promote local shopping and Canadian-made goods, Ligotti said national sentiment towards buying locally appears to have shifted. “If they’re going to push ‘Made in Canada’ or Canadian products, what we heard from Canadians now is that it’s still about the price.”

Data from the Bank of Canada supports this trend. Its latest consumer survey shows many respondents were unwilling to pay more than 10 per cent above the price of a comparable imported item for a Canadian-made product.

Still, some small business owners hope local support will hold. “At least if people are doing the effort to do 10 per cent of their buying or just a little one thing or two things that you buy, it’s already very appreciated,” said Vergnolle de Villers.

Retail analysts say this year’s extended promotional window reflects broader structural changes in retail strategy. Instead of relying on one or two high-traffic days, retailers are now looking to distribute demand over longer periods to manage logistics and staffing more effectively.

According to a report by Deloitte Canada, more than 42 per cent of Canadian consumers surveyed said they planned to start holiday shopping online before Black Friday.  The push to go early is not limited to traditional retailers. Online platforms and digital-first businesses are also introducing longer sales periods to capture a share of holiday spending.

With the peak shopping season underway, businesses of all sizes are adjusting their strategies. For small retailers, the challenge is balancing competitiveness with sustainability. Industry groups have encouraged consumers to consider the broader impact of their purchases. Supporting independent businesses, they argue, helps local economies and maintains diversity in the retail landscape.

The coming weeks will offer clearer insight into whether the extended Black Friday strategy will deliver long-term gains or further strain small retailers already operating on narrow margins.