Experts bet on Boxing Day
Despite deals in November, Canadians still expected to seek post- Christmas sales
Boxing Day has traditionally been a bonanza for bargain hunters, but will earlier Black Friday promotions put a dent in post-Christmas sales in Canada?
Ian Lee, assistant professor with the Sprott School of Business at Ottawa’s Carleton University, said while the Black Friday phenomenon has extended the holiday shopping season until the week of Boxing Day, it is not generating net new sales.
“As they introduce and extend these sales, people become more cynical.... I think consumers understand intuitively the Boxing Day week sales are going to be better deals,” he said.
Some retailers are already getting a jump on offering end-of-year bargains. Amazon.ca announced plans to feature new Boxing Day deals daily beginning Tuesday until Dec. 29, while Best Buy will launch its Boxing Day sale online on Christmas Eve.
Adrienne Down Coulson, general manager of cash-back shopping site Ebates.ca, said while participating in Black Friday and Cyber Monday promotions is “much less optional” for Canadian companies today, she doesn’t foresee a huge impact on Boxing Day.
“Boxing Day is still one of the biggest shopping days, if not biggest shopping day, in Canada. So as a retailer, they’ve got to be aggressive if they’re going to compete,” she said.