Black Friday subdued at physical stores amid pandemic

Staggered early promotions, online sales and health threat keep shoppers at home

Would-be Black Friday shoppers appear to have heeded public health warnings, with little crowding at stores across the country against a backdrop of rising COVID-19 cases.

Many brick-and-mortar stores were deserted compared with the usual crowds and fanfare of the one-day sales bonanza that traditionally launches the holiday shopping season.

Some stores had short lineups when they opened, but most remained under capacity limits throughout the morning.

Discounted big ticket items at big-box stores — often among the first products to sell out on Black Friday — were still well-stocked in many locations by midday.

It's a sign that staggered Black Friday promotions, which many retailers began rolling out as early as October, as well as the push to offer more sales online has helped curb in-store shopping.

Still, some consumers across the country opted to shop in brick-and-mortar stores.

In Halifax, Daniel Smith said he decided to check out the sales at a local Walmart and was surprised to find no lineup outside and very few people in the aisles.

“I can't believe there aren't more people here, it's reassuring,” he said, though he added that the retail event is usually “tame” compared to the United States.

Smith's shopping cart was filled with toys, like L.O.L. Surprise balls and a Rainbocorns slime milkshake.

“It's a good time to get Christmas presents,” he said. “There were some good deals and I've got a bunch of nieces and nephews to buy for.”

Retail analysts say the bulk of today's purchases will probably be online.

Eric Morris, head of retail at Google Canada, said e-commerce in Canada has doubled during the pandemic.

He said given ongoing lockdowns and in-store capacity limits, online sales are expected to be strong today and remain heightened over the holiday shopping season.

Black Friday, which started as a post-Thanksgiving sale in the United States, has gained in popularity in Canada in recent years.

It has also become an increasingly important sales event for retailers, along with Cyber Monday, overshadowing Boxing Day.

Robin Sahota, managing director and Canadian retail lead for professional services firm Accenture, said retailers might be saving some special discounts for Cyber Monday.

“It's going to be a day where retailers look to add some sweeteners to entice consumers, particularly with the pull forward of Black Friday,” he said. “I think folks will be seeking out something special on Cyber Monday.”