As the holiday season kicks into high gear — from Black Friday to Cyber Monday and Giving Tuesday — Canadian retailers are urging shoppers to make room for another key date: Small Business Saturday, happening this year on Nov. 29.
The Canadian Federation of Independent Business (CFIB) says the weekend is critical for the country’s small retailers, many of whom are facing steep costs, labour shortages, and an uncertain economic climate.
A Make-or-Break Season for Small Businesses
“The holiday season is make-or-break for thousands of small businesses across the country,” said Ryan Mallough, CFIB vice-president of legislative affairs.
He said CFIB hopes Canadians will keep the “shop local” momentum going into Small Business Saturday to help close out a turbulent year on a strong note.
Small Business Saturday specifically aims to spotlight local retailers at the start of the busiest shopping period of the year. The effort is part of a broader CFIB campaign to support business resilience amid rising inflation, supply chain pressures and — increasingly — tariff threats from U.S. President Donald Trump.
Why Small Businesses Depend on Holiday Sales
CFIB data shows:
- 33% of Canadian small businesses rely on holiday sales
- 1 in 5 expect lower revenue this season compared to last year
- Just over half expect sales to remain flat
Mallough said shopping local creates a powerful economic ripple effect.
“When you shop local, 66 cents of every dollar goes back into the community.”
CFIB is encouraging Canadians to support Canadian-owned businesses, including franchises, and browse neighbourhood shops before turning to online giants.
Consumers Returning to In-Person Shopping
A survey by Accenture found that 51% of Canadian consumers plan to shop in person this year — driven by the ability to see products firsthand, take purchases home immediately, and return items more easily.
Accenture also reports:
- Most consumers have already begun holiday shopping
- Only 15% plan to start on Black Friday
- Just 2% will begin on Cyber Monday
Accenture says retailers can boost sales by offering transparent pricing, easier product discovery, and clearer comparisons online.
Their survey further revealed 87% of Canadians intend to spend the same or more on gifts this year — up significantly from 75% in 2024.
Why This Season Could Be Strong for Canadian Retailers
Marketing professor Marvin Ryder of McMaster University says this weekend marks the unofficial start of the holiday season.
Ryder noted that retailers are extending “Black Friday” pricing over longer periods.
“You won’t necessarily need to wake up at the crack of dawn on Friday to get the best deals,” he said.
He also predicts a strong shopping season within Canada, partly due to a major decline in cross-border travel.
Amid political rhetoric from President Trump about annexing Canada as the “51st state,” Canadian trips to the U.S. have fallen by roughly one-third in the last six months.
According to Statistics Canada, Canadian-resident automobile return trips from the U.S. totalled 1.4 million in October, down 30.5% from October 2024.
“So it appears many Canadians won’t be crossing the border for Black Friday shopping,” Ryder said. “If I am a Canadian retailer — big or small — I need to get my message out. And I think they will be rewarded.”