Canadian Retail Sales Face Challenges Despite Black Friday Surge

Retail Online Training


By J.C. Williams Group

November retail sales in Canada brought a mixed bag of results, with overall sales up 1.8% year- YOY, according to Statistics Canada. However, excluding automotive, food, and pharmacy sectors, (All Store Less Automotive, Food, and Pharmacies), the increase dwindles to a mere 0.1% YOY. This is a surprisingly low figure, especially considering the season typically associated with gift purchasing.

November 2024 was expected to be a robust month for retail sales in Canada, driven by several key factors:

Despite these positives, the actual sales figures were underwhelming. Several factors contributed to this unexpected outcome.

  • Lost Cyber Monday: One significant factor was the timing of Cyber Monday, which fell in December this year, effectively removing its impact from November’s sales figures. This shift likely disrupted the momentum that typically follows Black Friday, resulting in a subdued sales performance for the month.
  • Canada Post Strike: The Canada Post strike created substantial hurdles for retailers and consumers alike. Shipping delays and supply chain disruptions meant that many online orders were either delayed or cancelled, leading to missed sales opportunities.
  • Weather Woes: November also saw major weather shifts across Canada. Harsh weather conditions likely deterred consumers from venturing out to main streets and shopping centres, further impacting retail foot traffic and sales.

The rate cut from the Bank of Canada in November was anticipated to boost consumer spending, particularly in higher ticket categories. However, the impact was minimal:

  • Furniture Stores: Down -0.1% YOY
  • Home Furnishings Stores: Down -3.2% YOY
  • Electronics and Appliances Stores: Down -2.9% YOY

Conversely, there was a notable boost in sales for Motor Vehicles and Parts Dealers (up 5.8% YOY), continuing the trend observed in October. This increase could be attributed to incentives aimed at clearing out older inventory to make way for newer models, as well as the rate cut affecting financing/lease rates.

The delayed impact of Cyber Monday might result in a sales lift in December, as consumers catch up on their holiday shopping. However, the impact of the US election will also undoubtedly have an effect, even before President-Elect Trump takes office.  Currently, JCWG is thinking about:  

  • Can December retail sales compensate for the lackluster performance in November?
  • Are US tariffs expected to be implemented on February 1 as predicted?
  • Is a trade war between Canada and the US anticipated by spring?
  • Which Canadian-made products are likely to receive the biggest boost?
  • How are YOU preparing for the anticipated changes in the cost of goods in Canada?

For support in developing strategies to navigate this uncertainty for Canadian retail in 2025, you can reach out to the team of retail experts at JCWG.

Retail Sales by Product Category, Same Month Comparison

Sales for the Month of November Nov-24 Nov-23 YOY
All Stores 70,489,109 69,242,876 1.80%
Motor Vehicle and Parts Dealers 19,200,459 18,156,387 5.75%
Gasoline Stations 6,132,490 6,487,100 -5.47%
All Stores Less Automotive 45,156,160 44,599,389 1.25%
Food and Beverage Stores 12,760,194 12,300,370 3.74%
Supermarkets and Other Grocery Stores* 9,120,250 8,684,172 5.02%
Convenience Stores 660,848 662,780 -0.29%
Specialty Food Stores 856,422 879,308 -2.60%
Beer, Wine and Liquor Stores 2,122,674 2,074,110 2.34%
Health and Personal Care Stores 6,006,068 5,936,892 1.17%
All Stores Less Automotive, Food, and Pharmacies 26,389,898 26,362,127 0.11%
General Merchandise Stores 9,691,004 9,559,488 1.38%
Furniture, Home Furnishings, Electronic and Appliance Stores 4,466,890 4,564,763 -2.14%
Furniture Stores 1,307,437 1,308,784 -0.10%
Home Furnishings Stores 830,361 857,838 -3.20%
Electronics and Appliance Stores 2,329,093 2,398,142 -2.88%
Clothing and Accessories Stores 4,494,515 4,410,504 1.90%
Clothing Stores 3,497,671 3,434,886 1.83%
Shoe Stores 500,060 507,809 -1.53%
Jewellery, Luggage and Leather Goods Stores 496,784 467,809 6.19%
Sporting Goods, Hobby, Book and Music Stores 4,074,024 3,991,502 2.07%
Building Material and Garden Equipment 3,663,466 3,835,870 -4.49%
Miscellaneous Store Retailers 2,562,763 2,398,873 6.83%
Cannabis Retailers 452,848 428,981 5.56%

Retail Sales by Store Category, Year to Date Comparison

Year-to-Date Sales Ending November Nov-24 Nov-23 YTD
All Stores 731,002,491 723,259,540 1.07%
Motor Vehicle and Parts Dealers 202,753,939 198,419,842 2.18%
Gasoline Stations 70,728,353 72,797,247 -2.84%
All Stores Less Automotive 457,520,199 452,042,451 1.21%
Food and Beverage Stores 140,008,747 138,259,075 1.27%
Supermarkets and Other Grocery Stores* 99,634,110 97,417,393 2.28%
Convenience Stores 7,890,225 8,173,174 -3.46%
Specialty Food Stores 9,618,894 9,277,361 3.68%
Beer, Wine and Liquor Stores 22,865,520 23,391,143 -2.25%
Health and Personal Care Stores 61,132,684 58,594,173 4.33%
All Stores Less Automotive, Food, and Pharmacies 256,378,768 255,189,203 0.47%
General Merchandise Stores 97,249,149 93,633,918 3.86%
Furniture, Home Furnishings, Electronic and Appliance Stores 38,884,376 39,401,525 -1.31%
Furniture Stores 12,740,925 13,089,985 -2.67%
Home Furnishings Stores 7,596,813 7,779,976 -2.35%
Electronics and Appliance Stores 18,546,640 18,531,562 0.08%
Clothing and Accessories Stores 37,137,333 36,963,179 0.47%
Clothing Stores 28,795,615 28,574,167 0.77%
Shoe Stores 4,330,182 4,419,102 -2.01%
Jewellery, Luggage and Leather Goods Stores 4,011,537 3,969,908 1.05%
Sporting Goods, Hobby, Book and Music Stores 40,342,706 41,508,425 -2.81%
Building Material and Garden Equipment 42,765,202 39,846,290 7.33%
Miscellaneous Store Retailers 26,293,819 24,560,644 7.06%
Cannabis Retailers 4,705,166 4,284,877 9.81%

Ecommerce Sales

Nov-24 Nov-23 %
Ecommerce Sales, YTD               42,975,073               40,391,908 6.40%
Ecommerce Sales, YOY                 5,250,354                 4,935,028 6.39%

Regional Sales, Year to Date Comparison

Region Year-to-Date, 2024 Year-to-Date, 2023 %
British Columbia 98,185,507 98,134,978 0.05%
Vancouver 49,023,116 48,517,529 1.04%
Alberta 94,367,215 93,275,485 1.17%
Prairies* 48,521,376 47,583,364 1.97%
Ontario 272,397,757 270,754,277 0.61%
Toronto 122,597,612 122,869,673 -0.22%
Québec 164,593,196 162,241,746 1.45%
Montréal 81,986,490 81,253,130 0.90%
Atlantic Canada 50,344,304 48,801,769 3.16%
Territories 2,593,136 2,467,921 5.07%

NATIONAL RETAIL BULLETIN

Thank you J.C. Williams Group for this report.

Retail Online Training