The lucrative fourth quarter is eagerly anticipated by many Canadian small businesses as the most profitable time of year. They’re deep into planning marketing campaigns, setting up sales funnels, writing ad copy, testing their website & ads, and creating outstanding holiday content.
The season brings opportunities to reach gift shoppers and sell holiday-related items like décor. However, the opportunities of the season extend beyond that. Holidays and observances reach consumers on an emotional level. If your brand can tastefully initiate and maintain engagement around holidays, you’ll stand in that sentimental light and be associated with the warmth it brings.
Additionally, you’ll have the opportunity to bring in new customers who have received your product as a gift. Learn more about that in Gift-Buyer’s Journey: Content Strategy Doubles Sales (Infographic).
Holiday Marketing in Q4, 2026
While Canadian consumers are more budget-conscious due to inflation and income insecurity, they’re still spending.
“Salesforce is seeing Canadian consumers spend more and place more orders than they were a year ago, according to Caila Schwartz, Director of Industry Insights at Salesforce. The company’s latest data points to a potentially strong holiday period for Canadian retailers, although shoppers are expected to remain highly focused on value, promotions and convenience,” reports Retail Insider.
Judging by last year (a similar economic climate), Canadians are looking for value when it comes to gifts and celebrations. That doesn’t necessarily mean the lowest price. Read 10 Tips to Recession-Proof Your Online Business for ways to offer value and beat your competition.
Following are some articles to guide your marketing & engagement strategy in the fourth quarter and beyond:
Canadian Halloween Stats and Online Marketing Tricks
17 Tips for Your Store’s First ONLINE Holiday Season
8 Things to do Online to Make Holiday Season Sales Soar
How to Use Content Marketing to Skyrocket Holiday Sales
Increase Holiday Traffic and Conversions with Guest Posting
2026 Shopping Days in the 4th Quarter
Following are the big shopping dates in the fourth quarter. We’ve included an infographic below for easy saving and sharing.
Canadian Thanksgiving – Oct. 12th
Halloween – Oct. 31st
American Thanksgiving – Nov. 26th
Black Friday – Nov. 27th
Small Business Saturday – Nov. 28th
Cyber Monday – Nov. 30th
Green Monday – Dec. 14th
Hanukkah Begins – Dec. 4th
Super/Panic Saturday – Dec. 19th
Christmas Eve – Dec. 24th
Christmas Day – Dec. 25th
Boxing Day – Dec. 26th
Kwanzaa Begins – Dec. 26th
New Year’s Eve – Dec. 31st
Boxing Day continues to be the most popular shopping date in Canada, according to a ranking by Sensormatic, followed by Black Friday. In the US, Black Friday leads in Q4 shopping. If you sell in other countries, it’s always a good idea to look for data for the specific location. It can make a big difference in campaign timing and investment.
“Around the world, the top shopping days will vary due to local observances,” says Chain Store Age. “In Canada, Boxing Day (Dec. 26) tops the Sensormatic list, with Black Friday in second place. In the U.K. and Ireland, the Saturday and Monday before Christmas will see the highest traffic. In Mexico, El Buen Fin, a national shopping holiday, will again have a major impact, with Nov. 17-18 being the country’s busiest shopping days.”
Plan your advertising early and be ready to pull the trigger on your holiday promotion strategy. Everything from copywriting to images can be put in place before the fourth quarter. You can also have a new look at your target market and plan how you’ll reach them, engage them, and ultimately make a sale. That said, it’s never too late to start because the strategy and improvements will last all year long.
Content marketing is the focus of most marketers during the holiday season, including content features with influencers or on other websites. For example, the Canadian Digital Media Group Content Calendar of Sponsor Opportunities lets marketers choose between four websites for sponsored content like gift guides, company profiles, ‘best of’ lists and more. From B2C to B2B, and humans to pets, you’ll find exceptional content marketing opportunities to promote your business.
What are your marketing and engagement plans for the top shopping dates in the fourth quarter? Please share your advice or questions in the comments below, or join us in the Online Business Canada Facebook group.
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Last Updated on September 11, 2026 by Melody McKinnon, Online Business & Marketing Manager
