72% of Canadians Think Boxing Day Deals Are a Lie. Here's the Truth.

A mattress store owner's honest take on what's real, what's fake, and where to actually find value this year

Boxing Day is supposedly Canada's biggest shopping day. But here's a number that should make you pause: according to a 2025 Retail Council of Canada survey, only 36% of Canadians plan to shop Boxing Day this year. That's down from 50% who shop Black Friday.

Why the drop? Because 72% of Canadian shoppers now believe Boxing Day sales don't offer better deals than Black Friday.

After 37 years selling mattresses in Brantford, Ontario, I can tell you they're not entirely wrong. But they're not entirely right either.

Let me explain.

The $891 Million Question: Are Mattress Sales Actually Real?

Canada's mattress industry is worth $891.1 million in 2025, according to IBISWorld data. That's a lot of mattresses. And with 124 companies competing for your business, the pressure to run "sales" is constant.

Here's what that pressure creates:

The Permanent Sale Problem

Some retailers run sales 365 days a year. Their "regular price" exists only on a tag that nobody ever pays. So when Boxing Day comes around and they slap "50% OFF" on that same mattress, you're not actually saving anything.

The Model Name Shell Game

Major manufacturers create exclusive model names for different retailers. The "Royal Comfort Supreme" at one store might be nearly identical to the "Luxury Sleep Elite" at another. This makes price comparison almost impossible.

The Doorbuster Illusion

"Five mattresses at 70% off!" screams the ad. What they don't mention: there are literally five. One per store. By 10:01 AM, they're gone, and you're looking at their regular inventory at regular margins.

I've watched this happen for decades. It's why the mattress industry has a reputation problem. Some of it is deserved.

But Here's What 85% of Smart Shoppers Know

According to the same Retail Council survey, 85% of Canadian shoppers wait for sales before making purchases, and 80% compare prices online before buying.

This is actually good news. It means most people aren't falling for the tricks anymore.

The question isn't whether to shop Boxing Day sales. The question is: what's actually worth buying?

What Actually Goes on Sale (and What Doesn't)

After nearly four decades in this business, I can tell you where the real deals hide.

Where You'll Find Genuine Discounts

Pillows and Bedding Accessories

Retailers need to clear inventory before year-end. Accessories like pillows, sheets, and mattress protectors see real markdowns because the margins are different and the storage costs add up.

A pillow that normally sells for $179 might genuinely drop to $65. Ensemble bedding sets that retail for $150 can land under $80. These aren't marketing tricks. They're retailers making room for new stock.

Fleece and Flannel Sheets

It's December in Canada. These are seasonal items. If stores don't move them now, they'll be sitting on them until next October. The motivation to discount is real.

Duvets and Comforters

Quality bedding like down duvets and comforters often see genuine Boxing Day markdowns. Retailers know Canadian winters demand warm bedding, and clearing seasonal inventory before year-end makes financial sense.

Mattress Toppers

If your mattress is only a few years old but you're waking up sore, a quality topper can buy you another few years for a fraction of replacement cost. And since toppers don't turn over as fast as retailers want, Boxing Day discounts tend to be genuine.

Where You Should Be Skeptical

Big Ticket Mattress "Doorbusters"

That $3,000 mattress marked down to $999? Be careful. Either it's a genuine closeout model they're discontinuing (which can be fine), or that $3,000 price tag never reflected reality.

Ask when the sale started. If the answer is vague, or if the same "sale" ran in July, walk away.

86% of Canadians Are Shopping Local This Year. Here's Why That Matters.

The 2025 holiday shopping data shows something interesting: 86% of Canadians plan to shop close to home, and 84% actively seek out Canadian-made products.

This shift isn't just about patriotism. It's practical.

Why Local Mattress Stores Often Win on Price

Big box stores have massive overhead. Warehouses, national ad campaigns, layers of management. That cost gets built into the mattress price.

Local stores operate leaner. We don't have a marketing department. We don't have regional managers. We buy direct from the same manufacturers and pass those savings through.

The result? We often match or beat big box prices, and we can actually afford to run real sales, not fake ones.

The Service Difference

At a chain store, you'll get a salesperson who learned about mattresses last week. At a store that's been around since 1987, you get someone who's seen thousands of customers and knows which questions to ask.

This matters because mattresses are personal. What works for a side sleeper with a bad back is completely different from what works for a stomach sleeper who runs hot.

40% of Boxing Day Shoppers Are Spending Gift Cards. Here's the Smart Play.

Data from Moneris and retail analysts shows that around 40% of Boxing Day shoppers are spending holiday gift cards, and they commonly spend more than the card value.

If you got gift cards this Christmas, here's a thought: skip the impulse buys. Put that money toward something you'll use every single night for the next decade. (If you're still shopping for others, check out our best sleep gifts guide.)

A quality pillow or a mattress topper isn't exciting to unwrap. But waking up without neck pain every morning for the next five years? That's a gift that keeps giving.

How to Shop Smart This Boxing Day: A Practical Checklist

Screenshot prices two weeks before. Check the prices on whatever you're considering before Boxing Day arrives. When the sale hits, you'll know immediately if it's real.
Try before you buy. If you're shopping for a mattress, lie down for at least 10 minutes. Bring your own pillow if you have one you like. A mattress that feels great for 30 seconds might feel terrible after 30 minutes.
Ask about the return policy. 30 nights is okay. 90 nights is better. Your body takes time to adjust to a new sleep surface, and you deserve enough time to know if it's right.
Calculate the cost per night. A $1,500 mattress that lasts 10 years costs 41 cents per night. A $500 mattress that breaks down in three years costs 46 cents per night and leaves you sleeping poorly for most of that time. The math often favors quality.
Check for Canadian-made options. Local manufacturers like Simmons Canada and Sealy Canada produce here in Ontario. You're supporting Canadian jobs, and the product doesn't have to cross borders to get to you.

So, Is It Worth Braving the Cold?

Look, I'm not going to tell you Boxing Day is all fake. That would be dishonest, and I've spent 37 years trying to be the opposite of that.

The truth? Bedding accessories, pillows, and seasonal stuff like fleece sheets see real discounts. Stores genuinely want to move that inventory. The skepticism about mattress doorbusters, though? Mostly earned.

My advice is simple: shop local when you can. Compare prices before you show up. Ask questions that make salespeople uncomfortable. And remember this: the best mattress isn't the one with the biggest discount sticker. It's the one that actually helps you sleep.

At Mattress Miracle in Brantford, we've been helping families sleep better since 1987. Our Christmas and Boxing Day sale runs through Boxing Week with genuine door crasher prices: ensemble bedding sets from $75.99, pillows up to 64% off, and fleece sheets starting at $29.99. We're at 441 1/2 West Street. No pressure, just honest advice.

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