Metroland survey: Canadians turn to flyers for Black Friday shopping

One in four Canadians plan to shop the sales on Black Friday and Cyber Monday in 2016 according to a new survey from Metroland Media. Flyers – in print and online – are the most relied-upon source of information when it comes to planning a holiday shopping spree, with 45 percent of respondents checking flyers in store and at home.

“Typical shopping behaviours are amplified on Black Friday, which even in Canada is now one of the biggest retail events of the year,” said Michelle Digulla, vice president of marketing at Metroland. “Given this, it’s not surprising to see the importance of flyers – both print and digital – in the Black Friday path to purchase. Even during a regular shopping period, we know that consumers rely heavily on flyers to make shopping decisions - they’re an even more critical tool at a time of heightened sensitivity to deals and pricing.”