Snow Day Shopping: Quebec Retailers See Holiday Rush Begin Early, Question Black Friday’s Dominance
MONTREAL, QC – Forget waiting for Black Friday. A surprisingly early blanket of snow across Quebec is already fueling a robust holiday shopping season, with retailers reporting a significant uptick in both foot traffic and consumer optimism. This breaking news signals a potential shift in shopping habits, as consumers embrace the festive spirit triggered by winter’s arrival, even before the traditional post-Thanksgiving sales frenzy.
Snowfall Beats Black Friday: A Retail Reversal?
The first snowflakes of the season, arriving earlier than usual, appear to have “thumbed their nose” at Black Friday, scheduled for November 28th, according to early reports. Retailers are witnessing a surge in purchases of winter outerwear and Christmas gifts, indicating shoppers are starting their holiday preparations much sooner this year. Jessika Roussy, co-owner of 11 Mode Choc stores, confirmed the trend, stating the timing of the snowfall is “great timing.”
“Autumn took a long time to arrive with the summer dragging on,” Roussy explained at the Hop! Retail Summit 2025. “But the blanket of white that has covered the ground over the past week has given new life to sales. It gets people in the holiday spirit. We also feel that people are a little reassured about their personal finances. I would say that there is still uncertainty, but we see that there is a little more optimism.” Her stores are already seeing increased traffic and larger basket sizes compared to last year.
Beyond Winter Wear: A Broader Shift in Consumer Behavior
The impact isn’t limited to winter clothing. Charles Pépin-Clément, administrator of the Clément children’s store brand (operating 40 stores), reports that sizes and models of snowsuits are already becoming limited. “When there’s snow that stays on the ground very early in the season, it’s definitely good for us,” he said. “People realize there’s going to be a winter.” He boldly declared, “Our best day is that of the first snow.”
However, the early shopping surge isn’t solely weather-dependent. Pépin-Clément points to a “perfect storm” of factors, including the closure of major competitors like La Baie and Toys “R” Us, and a growing trend towards supporting local businesses, mirroring a sentiment observed in the United States. This shift towards local purchasing is a key element in understanding the current retail landscape.
Optimism and Spending: What the Numbers Say
Lili Fortin, president of Tristan, echoes the positive sentiment, noting a strong start to the fall collection despite unusually warm temperatures earlier in the season. “This year, autumn started very early, even when it was hot,” she said. “We are optimistic for the holiday season.”
A recent Léger survey conducted for the Retail Council of Canada suggests Quebecers plan to spend an average of $620 on Christmas gifts, while the national average is $975. While these figures provide a benchmark, the early shopping trend suggests these numbers could be surpassed.
Black Friday’s Future: A Question of Cultural Relevance
Despite the early momentum, retailers are approaching Black Friday with a degree of caution. Fortin questions the necessity of succumbing to the pressure of widespread sales, emphasizing the value of offering consistent, fair pricing. “We believe in our product, we work hard to develop it and we offer it at the right price,” she stated.
Pépin-Clément agrees, suggesting Black Friday is “less obliged” to fit Quebec’s cultural context. While discounts will still be offered, he doesn’t anticipate it being the peak sales day of the year. This raises a broader question about the long-term relevance of Black Friday in a market increasingly focused on local support and year-round value.
The unexpected early start to the holiday shopping season, driven by a simple snowfall, is a compelling reminder of the power of seasonal cues and consumer sentiment. As retailers navigate this evolving landscape, understanding these dynamics will be crucial for success. Stay tuned to archyde.com for continued coverage of holiday retail trends and breaking news impacting the Canadian economy.
