Black Friday is losing some of its shine in Calgary. Only 47% of Calgarians plan to shop Black Friday or Cyber Monday this year, compared with 58% of Canadians nationally, according to new research from Lightspeed Commerce.
That doesn’t mean Calgarians have stopped looking for a bargain. They are hunting for discounts harder than most Canadians, putting off big purchases, and using the sales to stock up on everyday essentials rather than splurge.
Calgary vs. the Rest of Canada
The clearest sign of fatigue: 26% of Calgarians say Black Friday and Cyber Monday feel less special because promotions now run almost all year. Nationally, only 14% feel that way, making it the widest gap between Calgary and the country in the survey.
Calgary also trails the Prairie average, where 49% plan to shop, and Edmonton, also at 49%. Edmonton shoppers are more undecided, with 34% unsure whether they will take part.
The appetite for value hasn’t gone anywhere. Over the past six months, 57% of Calgarians say they have been seeking out more discounts, compared with 51% nationally, and 39% have delayed larger purchases, compared with 31% across Canada.
When Calgarians do shop the sales, they’re thinking practically. 27% say they are more likely to buy everyday essentials during Black Friday or Cyber Monday, compared with 20% of Canadians overall.
For local retailers, the message is that a big-banner sale alone may not be enough. Shoppers here appear to respond to clear, everyday value more than to the event itself.
The National Picture: Younger Shoppers, AI and Late-Night Carts
Across Canada, the deals still work. Seven in ten Canadians say they have spent more overall to secure a deal, whether by adding items for free shipping or hitting a spending threshold. Among 25 to 34 year olds, that jumps to 83%.
That same age group is leaning on AI. 58% of 25 to 34 year olds have used an AI tool during a major sale, compared with 33% of Canadians overall, and 41% have made an unplanned purchase after an AI recommendation.
The sales also stretch into the night. 42% of 25 to 34 year olds have made a late-night purchase during a sale that they wouldn’t have made during the day, compared with 28% nationally. Free or faster shipping and countdown timers are the top nudges.
The season is also starting earlier. 44% of Canadians have used American Thanksgiving Thursday to grab early Black Friday deals, and 28% prefer promotions spread over several weeks over one concentrated sale.
About the Research
The research was conducted by Censuswide on behalf of Lightspeed Commerce, surveying 1,501 Canadian adults aged 18 and older between October 14 and 22, 2026. A parallel sample of 1,511 U.S. adults was not included in this analysis.
Featured Image: Edgars Kisuro
