Over the last few years, Canadian holiday shopping behaviour has changed dramatically, and it’s reshaping how businesses should plan their December promotions. If your December marketing strategy still assumes that shoppers wait until mid-December to buy, you’re missing the biggest shift in Canadian consumer behaviour in over a decade.
Here’s the truth: Canadians are shopping earlier, spending earlier, and making decisions earlier. And the businesses that understand this shift are the ones capturing the biggest holiday revenue lift.
This guide breaks down what’s changing and how to adjust your December strategy to win more sales, attract more qualified customers, and reduce wasted ad spend.
Why Are Canadians Shopping Earlier? The Data Is Clear
Several 2023–2024 retail studies show a major behavioural shift:
1. According to a BMO survey, 25% of Canadians are shopping earlier
Not because they want to, but because they want to avoid price increases, supply chain issues, or surprise inflation spikes.
2. Extending promo sales periods
Retailers across Canada, for example, Amazon Canada, now spread promotions from Nov 1–30 because early shoppers convert extremely well.
3. Early shoppers have different behaviours
They:
- Compare more prices
- Avoid impulse buying
- Seek better return policies
- Prefer clear delivery timelines
- Respond better to value-driven messaging, not urgency
This shift has a direct impact on how brands should structure their December promotions.
So… What Does This Mean for Your December Marketing Strategy?
If shoppers buy earlier, December becomes a month of maximizing what’s left:
- Late buyers
- Deal hunters
- Gift-card purchasers
- High-intent customers who delayed final decisions
- Last-minute shoppers who missed early discounts
Your messaging, email flows, ad timing, segmentation, and promotional mix must change accordingly.
Let’s break down how.
1. December Is Now the Month of “Conversion Finishing” Not Customer Acquisition
Since most Canadian shoppers have already made early decisions, December becomes the month where you:
- Close remaining warm leads
- Retarget website visitors
- Convert abandoned carts from November
- Offer bundle deals for last-minute shoppers
- Push express-delivery options
- Boost gift cards or digital products
This month is no longer about introducing your brand — it’s about giving people the final push to buy.
2. Use Early Shopping Data to Build Smarter December Segments
If you run email or ads, data collected from October–November is extremely valuable.
Create segments based on:
a. Browsed but didn’t purchase
These customers respond well to:
- “Still thinking about it?” emails
- Value comparisons
Limited-low-stress discounts
b. Purchased once, but early
Target them with:
- Upsell bundles
- Complementary products
- Gift add-ons
c. High cart abandonment
Push them with:
- Free shipping
- Bonus gifts
- Express delivery options
This level of segmentation consistently outperforms generic December campaigns.
3. Don’t Forget Local Search. December Is When It Spikes
Businesses that have active Google Business Profiles and holiday hour updates convert far better in this period.
4. Outsourced Marketing Helps You Respond Faster to Early Shopping Trends
Your pillar post already explains this, but here’s the direct connection:
Because early shopping behaviour changes every year in Canada, businesses that work with an agency have:
- Faster data insights
- Better campaign optimization
- Advanced segmentation setup
- Real-time creative adjustments
- Smarter retargeting strategies
So while early shopping compresses your margin for error, outsourcing helps maximize your December revenue. Read this article for more insights.
5. A Simple Framework for December Success (Based on Early Shopping Trends)
Use this fast 5-step model:
STEP 1: Analyze early-season data (Oct–Nov)
Traffic, email opens, add-to-carts, top pages.
STEP 2: Segment customers by behaviour
Early buyer, hesitator, browsers, repeat customers.
STEP 3: Tailor December offers
Focus on clarity and reliability, not aggressive discounts.
STEP 4: Use retargeting heavily
Most December revenue comes from warm traffic.
STEP 5: Optimize your local presence
- Google Business Profile
- Holiday hours
- Fast responses
- Updated product availability
The rise of early holiday shopping in Canada is one of the biggest shifts affecting Canadian businesses today.
And if you want experts who stay ahead of these trends, partnering with a digital marketing agency like Moonstone Digital gives you a major advantage. Book a free consultation now!