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Black Friday, Cyber Monday and the New Value Equation

Black Friday and Cyber Monday still matter – but the way people shop these events is changing fast.


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Across Canada and globally, shoppers are showing up in big numbers, yet they’re more selective, more price-aware, and much more conscious of scams and debt. For BOOM member organizations and BOOM brands, this creates both risk and opportunity: those who lead with value, trust and financial wellness can stand out from a sea of “70% off!” noise.


Below is a curated reading list of recent coverage with a few take-aways for employers, associations and brand partners.


1. More shoppers, smaller baskets: volume vs. value


Traffic is strong, but people are tightening their personal budgets and hunting for real value, not just a red “sale” tag.


  • Record crowds, fewer deep discounts (US)

    Reuters reports that a record 186.9 million Americans are expected to shop between Thanksgiving and Cyber Monday this year – yet spending growth is slowing, and deep “door-buster” discounts are less common as retailers juggle higher costs and tariffs. Reuter Read more.


  • Planned Black Friday spend down for the first time in four years

    A Deloitte survey (covered by the New York Post) finds consumers plan to spend about US$622 over Black Friday/Cyber Monday – down 4% year-over-year – even though 82% still plan to shop. Affordability concerns and higher living costs are key reasons. Additionally, more shoppers are leaning on credit cards and “buy now, pay later” (BNPL). New York Post Read more.


  • Holiday spending still big, but more cautious Coverage from outlets like Newsweek and El País echoes this tension: total holiday spending may still reach around US$1 trillion, but many households are trimming budgets and re-prioritizing how, where and when they spend. EL PAÍS English+1


Why this matters for BOOM partners: Discount-heavy strategies alone are becoming less sustainable. Members are asking: “Is this purchase really worth it?” Brands and employers who can frame their offers around durability, usefulness, and long-term savings will likely see better engagement than those relying purely on “biggest discount” headlines.


2. Canadian shoppers: more strategic, more local, and very value-driven


Canadians are still spending – but with spreadsheets in their heads.


  • RCC: Canadians are “value-driven and meaning-focused”

    The Retail Council of Canada’s 2025 Holiday Shopping Survey finds average holiday gift budgets at CA$975, with Canadians researching earlier, comparing more deliberately, and treating Black Friday as the official start of their holiday buying. Retail Council of Canada

    • 84% say Black Friday is their most important shopping day.

    • 85% wait for sales, 80% compare prices online.

    • 57% say holiday shopping feels more stressful – the highest level in four years. Read more.


  • Retail Insider: Canadians to spend CA$9.3B over Black Friday/Cyber Monday

    Retail Insider, drawing on Salesforce data, notes that Canadians are highly focused on Cyber Week as the window for the best deals and that online sales in Canada during the period are expected to reach roughly CA$3.72 billion. Growth is coming more from shoppers buying more items per order than from big price hikes. AI tools are also reshaping traffic to Canadian e-commerce sites. Retail Insider Read more.


  • Holiday budgets and a “K-shaped” consumer

    A recent Canadian survey covered by Global News finds average planned gift spending at CA$708, slightly up from last year but with a clear split between higher- and lower-spend households. Global News Read more.


Why this matters for BOOM partners: Canadian consumers are loyal, but value wins. They’re researching offers, comparing channels, and increasingly receptive to trusted, local, member-only deals – exactly the environment where a closed-user group like BOOM can shine.


3. The trust challenge: scams, “ghost stores” and buyer’s remorse


The more intense the sales period, the more important trust becomes.


  • “Ghost stores” and AI-fueled fake brands

    Australia’s competition regulator has warned about AI-driven “ghost stores” – websites that look like legitimate local brands but are actually fake, sometimes using fabricated media coverage or AI-generated content to appear credible. These sites ramp up activity around Black Friday and Christmas, then fail to deliver goods or ship poor-quality counterfeits. The Guardian+1 Read more.


  • Shopping scams and rising losses

    The Australian National Anti-Scam Centre reports nearly AU$260 million in scam losses in the first nine months of 2025, with online shopping scams a growing share – and Black Friday a peak risk period. ACCC+1 Read more.


  • Buyer’s remorse is real

    A new survey in Australia suggest 53% of people either regretted at least one Black Friday purchase or had a negative experience, often related to over-spending or feeling misled on “deals.” The Guardian Read more.


Why this matters for BOOM partners: When scams and fake deals are rising, reputable employers and brand partners become a safe harbour. Being able to say “this offer is vetted,” “this brand is known,” and “this deal is genuinely valuable” is a real differentiator.


4. What BOOM member companies and brands can take away


Bringing these articles together, a few themes stand out:


  • Value beats hype. Shoppers are still participating in Black Friday/Cyber Monday, but with tighter budgets and more research. Offers that are clearly meaningful – on essentials, quality items, or experiences that really matter – will win more trust than “70% off (for today only!)” with fine print.


  • Trust is now a competitive advantage. With scams, ghost stores and misleading pricing tactics in the mix, the fact that BOOM is a managed, closed-user-group platform is a real asset. Members are actively looking for safe, vetted offers from organizations and brands they know.


  • Financial wellness messaging resonates. Linking Black Friday/Cyber Monday content to how members can save money and reduce financial stress – instead of encouraging impulse buying – aligns with what we’re hearing from debt counsellors and consumer surveys.


  • AI and digital tools should serve people, not just sales. From AI-driven traffic to shopper “agents,” technology is reshaping holiday shopping. The most successful brands and organizations will use these tools to help members find the right offers faster, not simply push more volume.


  • Think beyond the weekend. Surveys in both Canada and the US suggest that spending now stretches over weeks, not just one weekend. For BOOM partners, it’s smart to position Black Friday/Cyber Monday as the start of a season of smart savings – not a one-shot event.


6. The Reading List (for your own leadership team or to share)


Here’s the full list of articles referenced above, grouped by theme:


Demand, spending & participation


Canada-specific insights


Trust, scams & buyer’s remorse


BNPL and financial wellness

For BOOM, these stories reinforce what you already know: members want to save money, feel safe and make decisions that support their financial wellbeing. Black Friday and Cyber Monday are just high-profile moments where those expectations come into sharp focus. BOOM helps connect your business with engaged shoppers eager to discover exclusive offers, support local retailers and shop smarter this season. Contact info@boomgroup.com today!


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