The Canadian retail landscape is undergoing rapid evolution due to the latest reforms and introductions. In 2025, e-commerce is at the forefront and is leading the charge. Digital shopping is no longer just about convenience; it’s also a channel for retailers as well as consumers.
E-commerce in Canada is experiencing stronger month-on-month growth. In fact, in July 2025, the online sales rose by 2.2% month over month, reflective of the changing shopping patterns of Canadians and their increased preference for shopping from the comfort of their home. Moreover, A Google-commissioned study shows that 61% of shoppers are more selective with spending, and they prefer doing more research before the actual shopping spree.
Categories such as fashion, electronics, hobbies, and outdoor gear are witnessing a paradigm shift in shopping behaviour, turning the focus of digital marketers toward them.
Gearing Up for the Shopping Season
Every year, Black Friday and Cyber Monday break records in Canada. The e-commerce landscape witnesses the highest engagement and conversions.
2025 will surely be no exception, and Vovia is already gearing up to make the most of it through performance marketing tools. The team is planning the possible touch points, remarketing strategies, and trending search keywords to own this shopping season. The BFCM is going to be a month-long marathon for our brands, and the expert Vovia media team has already lined up some strong digital plays for its brands.
The Plan of Action
According to a recent survey by Shopify in Canada, 40% of BFCM shoppers begin their planning at least three weeks in advance. According to Google, half of shoppers make purchases from October to January. Thus, digital marketers must be all set with their warm-up campaigns to learn and optimize ad delivery to get maximum traction. Early engagement with the target audience helps to build first-party audiences, which can be later retargeted during peak days.
Today’s shopping journey is more complex than ever, with 61% of consumers interacting with five or more online touchpoints ranging from Google Search, YouTube, social media, brand websites, review platforms, and marketplaces before making a purchase. Google and YouTube are especially dominant, appearing in 86% of these paths. Shoppers are also exploring in more natural ways, using images, gestures, and tools. Google Lens alone powers over 25 billion visual searches each month, one in five with clear buying intent. Video continues to play a pivotal role, with 80% of viewers agreeing that YouTube reviews and creators help them shop with confidence.
Early campaigns are not just about creating buzz and awareness; they are ideal for engaging with the audience and generating curiosity. Performance platforms like Meta and Google need time to optimize them, and at Vovia, the focus is always on creating campaign plans that capture shoppers.
Remarketing & Direct Response: Converting the Warm Leads
During the peak shopping season, the customer intent is high. However, there is extensive competition too. During this hour, it’s crucial to create a differentiator and increase the engagement level. The focus should be on driving the desired action. Cart abandoners must be targeted first with urgency-driven ads. The dynamic product ads, along with countdown creatives, can create the buzz and lead the action. Moreover, AI tools are reshaping discovery: 1 in 3 shoppers discover new brands via AI-powered search results. At Vovia, the objective is to tap the High-ROI channels to re-engage lists built during the prep phase and capture shoppers actively. So, instead of targeting the cold audiences, the emphasis is on the warm leads and squeezing the maximum value from them. As digital marketers, we are striving to pivot our budgets dynamically and tailor our ad copies as well as product pages for high-intent searches.
Trending Keywords: Riding the Volume Wave
According to Google Canada, searches for “Black Friday deals” spike by more than 500% in the weeks leading up to November. The Black Friday Cyber Monday is not just about running the ads; it’s about owning the right keywords to get the desired traffic and drive action. The perfect blend of non-brand and brand keywords will prove to be of great use. It will increase the brand’s visibility and reduce the need for aggressive marketing and remarketing. At Vovia, we intend to capture the demand from high-intent searches for our brands. We are tracking the trending keywords and Google Trends using the right set of keyword managers and digital tools to pivot the budget to rising searches. At Vovia, keywords aren’t planned just for search; they are used to inform Meta ad copy as well as product landing pages.
Brand Spotlights: Driving Engagement Through Meta Ads
Seasonal Ad campaigns will be targeted to promote seasonal offers and limited-edition products. The objective is to target the interested audience and communicate with them throughout the shopping season (from warm-up to peak days).
Moreover, performance insights show that interest-based targeting combined with tailored creatives effectively engages audiences. By tapping into customer affinities such as lifestyle, hobbies, or product categories, brands can reach relevant users at scale and build stronger connections.
Dynamic ad formats showcasing curated bundles, seasonal promotions, and bestsellers further encourage direct purchases from e-commerce stores. These formats adapt to consumer browsing behavior, ensuring messaging remains timely, personalized, and purchase-driven.
The strategy doesn’t end with BFCM. Boxing Day provides another high-intent window, where brands can re-engage warm audiences and capitalize on leftover demand with limited-time offers and remarketing pushes.
At Vovia, our goal is to help brands turn seasonal momentum into lasting growth. We intend to maximize conversions while minimizing wasted ad spend.
Strategies for a Winning 2025 E-Commerce Season
- Leverage Performance Marketing Platforms: Use Meta Ads for highly targeted campaigns and retargeting.
- Invest in Dynamic Creative: Personalize offers based on consumer behaviour and seasonal trends.
- Highlight Specialty & Local Products: Showcase Canadian-made or niche products that resonate with shoppers.
- Track, Measure, Iterate: Use analytics to understand ad performance, adjust campaigns, and maximize ROI.
The Final Thoughts
The 2025 Canadian shopping season is digital-first and highly competitive. E-commerce, performance marketing, and Meta ads are central to success. Category-specific campaigns will be executed to demonstrate strategic digital campaigns to capture attention, drive sales, and build loyalty. By understanding consumer trends, responding to tariff impacts, and leveraging digital expertise, the expert digital team of Vovia is all set to turn challenges into opportunities and create an enthralling shopping experience for Canadians.
