Black Friday 2025 marked another significant shopping event for Canadian consumers, with retailers deploying sophisticated pricing strategies to capture holiday spending. Online and in-store spending on Black Friday reached an estimated $865 million in Canada, which marked a 6% increase compared to last year.
At DataWeave, we analyzed Black Friday 2025 pricing dynamics across two major categories in the Canadian market: Consumer Electronics and Home & Furniture. Our AI-powered pricing intelligence platform tracked approximately 16,000 SKUs across leading Canadian retailers like Target, Walmart, Wayfair, Home Depot, Amazon, Best Buy, Loblaws, Metro and more, uncovering distinct patterns in how brands and retailers structured their promotional calendars this year.
Our Methodology
DataWeave monitored pricing and discount trends across Canadian retailers during two key timeframes:
- Pre-Black Friday Period: Up to November 23, 2025 – establishing baseline promotional activity and early holiday deals
- Black Friday Week: November 24 – December 1, 2025 – spanning Thanksgiving through Black Friday (November 28) and Cyber Monday (December 1)
Our dataset included top-performing products across multiple subcategories on major Canadian retail platforms. We also tracked Share of Search metrics, measuring brand prominence by analyzing which brand names appeared in the top 20 search results for high-value keywords during each period.
Black Friday 2025 Canada: Overview
Here’s how average discounts compared between the Pre-Black Friday period and Black Friday Week:
Key Finding: Canadian retailers front-loaded their promotional strategy significantly, with Pre-Black Friday discounts averaging 16.3% across categories. The additional lift during Black Friday Week was modest at 1.4%.
Consumer Electronics
Consumer electronics consistently drives Black Friday traffic, and Canadian retailers delivered compelling early-season value. Our analysis of 11,772 SKUs reveals nuanced subcategory performance.
Subcategory Discount Breakdown
Consumer Electronics averaged 13.6% discounts in the Pre-Black Friday period, with Black Friday Week adding 1.7%. Audio & Video dominated early promotional activity at 23.8%, signalling retailers’ intent to clear inventory ahead of the main event. Wearables followed at 16.9%, likely timed to capture gift-buying momentum.
During Black Friday Week, Audio & Video maintained leadership with an additional 2.5% discount, the highest incremental lift in the category. Meanwhile, Computers and Gaming, already positioned at modest pre-sale discounts of 6.2% and 6.4%, saw minimal additional movement, suggesting constrained inventory or deliberate pricing discipline in these segments.
Share of Search: Brand Visibility Trends
Our Share of Search data reveals which brands gained or lost prominence during Black Friday Week:
Audio brands dominated visibility gains during Black Friday Week. Beats by Dr. Dre nearly tripled its Share of Search from 3.1% to 9.2%, showing the strongest gains. Visibility for Dutchman climbed 3.6%. Motorola and Samsung also captured increased search prominence with gains of 2.5% and 2.2% respectively.
Conversely, some established tech brands experienced visibility declines. Gaming brand Viprtech by 2.9%. Asus declined by 1.6%, and SanDisk dropped by 1.3%.
Home & Furniture
Home & Furniture showed the most aggressive early discounting of any category in our Canadian analysis. Tracking 4,362 SKUs, we found retailers heavily promoted home goods well before Black Friday weekend.
Subcategory Discount Breakdown
Home & Furniture led all categories with Pre-Black Friday discounts averaging 23.5%, but Black Friday Week added only 0.7%, the smallest incremental discount in our entire study. Kitchenware saw extraordinary pre-sale discounts of 43.2%, the highest in any subcategory we tracked. Bedding followed at 33.6%, while Furniture reached 24.3%. These deep early discounts likely aimed to drive early conversions and manage bulky inventory ahead of peak logistics constraints.
During Black Friday Week, additional discounting remained minimal across the board. Bedding posted the highest lift at 1.1%, while Kitchenware saw just 0.4%. The data suggests Canadian home goods retailers viewed the pre-sale period as their primary promotional window, with Black Friday serving more to sustain momentum than deliver new value.
Share of Search: Brand Visibility Trends
Mattress brand Zinus led gains with a 3.9% increase, positioning itself as a value-focused furniture leader during the sale period. Cuisinart climbed by 1.5%, suggesting strategic amplification of this established kitchenware brand.
Most home brands maintained relatively stable visibility throughout the sale period. Safavieh and Dorel showed essentially no change, while Better Homes & Gardens and Viscologic experienced only minor declines of 0.1% and 0.2% respectively.
Want to understand how DataWeave’s pricing intelligence platform can help your business make data-driven decisions during peak sales events? Contact us to learn more about competitive insights, price intelligence, assortment analytics, content analytics, and digital shelf analytics.
Check out our coverage on Black Friday 2025 across US, UK, and Germany. Follow our blog for more insights on retail pricing trends, brand visibility analysis, and data-driven commerce intelligence.
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