Since 2010, Vancouver-based think tank DIG360 has been tracking Black Friday behaviour in Canada. This year, DIG360 has released the following projections:
1) Black Friday, now ubiquitous in Canada, is in effect blurring into a weeks long promotion that is continuing on into December Holiday sales. Moneris called 2015 Black Friday bigger than Boxing Day. DIG360 expects that sales in 2016 may diffuse away from Black Friday. In a few years, Black Friday may lose its focus and simply be one part of a ‘November-December’ series of promotions, according to DIG360 head, David Ian Gray, and from a consumer perspective, Cyber Monday is fast becoming meaningless since the extended Black Friday is now firmly online as much as offline.