Data Dive: Search is key for Black Friday and Cyber Monday

According to new research from IPG Mediabrands, search is the main source of consumer information for both days.

Over half of Canadians plan to shop this Black Friday and/or Cyber Monday, with a 67% lift in people thinking deals here are as good as in the U.S. versus 2014.

Those numbers are according to new data from IPG Mediabrands, which surveyed 1,000 Canadians over 18 using an online panel.

About 60% of consumers reported discovering deals for the sales events mostly through online searches for general deals, followed by those who search for specific brands. TV ads are the next vehicle for Black Friday, while flyers are third for Cyber Monday deal hunters.

Three million more Canadians are expected to shop on Black Friday or Cyber Monday this year versus 2014. About 4.3 million Canadians plan on taking a vacation day to shop for deals, with 1.2 million reporting they will use a sick day to make their purchases.



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