Holiday Shopping Trends 2025: Canadian Cyber Week Showcases Digital Discovery and Gift-Giving Momentum

Cyber Week 2025 brought a wave of digital excitement to Canadian retail, as shoppers across the country embraced new ways to find value and connect with brands. Rakuten Advertising’s network data reveals that, even in a year marked by economic uncertainty, Canadians leaned into online discovery, research, and gifting, driving impressive results for retailers and partners alike. When viewed alongside US trends, it’s clear that Canada’s holiday shopping trends are part of a worldwide shift toward digital-first, value-driven commerce.

Canadians Click Into Holiday Shopping Trends

This year, Canadian consumers proved that digital engagement is at the heart of their holiday shopping journey. Rakuten Advertising’s Canada network saw clicks surge by nearly 25% compared to last year, a testament to shoppers’ growing appetite for online research and deal-hunting. While order volumes experienced a modest dip, net sales on the Canada network still climbed by 4.6%, demonstrating that Canadians are making more considered, higher-value purchases.

Globally, Adobe Analytics reported that Cyber Week 2025 shattered records, with e-commerce sales exceeding $45 billion worldwide during Cyber week alone. This international momentum echoes the Canadian experience, where digital channels are increasingly central to how shoppers plan, browse, and buy during the holidays.

A Week of Opportunity: Canadian Shopping Patterns Evolve

Unlike the traditional focus on Black Friday and Cyber Monday, Canadian shoppers spread their activity across the entire Cyber Week. According to Rakuten Advertising’s proprietary data, Monday, November 24, and Cyber Sunday, November 30, emerged as standout days, each delivering double-digit growth in clicks and net sales. This shift reflects a more flexible, value-driven approach, as Canadians took advantage of rolling promotions and avoided the rush of single-day sales.

Notably, engagement remained strong throughout the week, with significant spikes on Cyber Saturday and even into Giving Tuesday and Cyber Wednesday. This extended shopping window allowed consumers to compare offers, discover new brands, and make thoughtful gift selections at their own pace.

Standout Categories: Apparel, Gifts, Toys, and Footwear

Several retail categories delivered impressive growth and engagement on the Rakuten Advertising network, reflecting the diversity of holiday shopping trends in 2025:

Apparel: Canadians Refresh Their Wardrobes

Fashion was front and centre for Canadian shoppers, with apparel brands on Rakuten Advertising’s network enjoying a 46% jump in orders and a 44% increase in net sales year-over-year. The appetite for new styles was especially strong in the days leading up to Black Friday and throughout the weekend, as consumers sought out both seasonal essentials and giftable pieces.

Gifts: The Heart of the Holiday Season

Gift-giving took on new significance in 2025, with the gifts category experiencing a remarkable 610% increase in clicks and a 25% rise in net sales compared to 2024. Canadians were clearly on the hunt for unique, meaningful presents, and responded enthusiastically to curated gift guides and timely promotions. Key days like Pre-Black Friday Wednesday and US Thanksgiving saw engagement soar, highlighting the importance of early and creative holiday marketing.

Toys: Playful Purchases Drive Growth

Toys were another bright spot, with families and gift-givers driving a 20% increase in orders and a 43% rise in net sales compared to last year. Black Friday and Cyber Sunday were particularly strong, as shoppers snapped up popular items and took advantage of limited-time deals.

Footwear: Stepping Up for the Holidays

Footwear brands also benefited from the digital shopping surge this year, with clicks up over 50% and net sales rising by 22%. Canadians showed a keen interest in both practical and stylish options, especially during peak shopping days when compelling offers were front and centre.

Canadian Shoppers Embrace Flexibility and Value

One of the defining holiday shopping trends in Canada this year was the move toward a more flexible, week-long approach. Rather than concentrating purchases on a single day, shoppers explored deals, compared products, and made purchases throughout Cyber Week. This strategy not only helped consumers find the best value but also allowed retailers to engage audiences over a longer period.

Looking Forward: What’s Next for Canadian Holiday Shopping Trends?

Cyber Week 2025 confirmed that Canadian shoppers are digitally engaged, value-conscious, and eager to discover new brands and products online. The strong performance in categories like apparel, gifts, toys, and footwear on Rakuten Advertising’s network points to continued opportunities for retailers who prioritize digital engagement and seamless shopping experiences.

As we look ahead to 2026, brands that invest in digital discovery, personalized offers, and flexible shopping journeys will be best positioned to capture the attention—and loyalty—of Canadian consumers.

Want to make the most of next year’s holiday shopping trends? Connect with our team to learn how Rakuten Advertising can help you drive results in the evolving Canadian market.