This Black Friday, Don’t Just Shop for Deals, Invest in Them

Every November, millions of Canadians bundle up, grab their coffees, and prepare for the annual ritual of hunting for the best Black Friday deals. There’s something fun about it, the rush of finding a great price, the satisfaction of getting something valuable for less, and of course, the thrill of feeling like you “beat the system.”

But here’s the twist:

When it comes to investing, some of the best deals aren’t found on store shelves; they’re found in the market. And unlike that discounted TV, they might actually make you money in the long run.

The Market’s Door Crashers: Big Tech Takes Centre Stage

If Black Friday has door crashers, the stock market has its own version: the mega-cap tech giants.

They’ve dominated headlines, captured investor imagination, and powered market returns for the last several years. And for good reason these are incredible businesses with strong balance sheets, global reach, and powerful brands.

But here’s the challenge:

When everyone crowds around the same “aisle,” prices get bid up.

And just like that coveted Black Friday item, you may end up paying a premium simply because everybody else is trying to grab it too.

That’s where value investing quietly waits in the next aisle over.

Value Stocks: The Hidden Discounts Investors Overlook

While the spotlight shines on tech, many high-quality companies in other sectors are quietly trading at prices that don’t reflect their long-term fundamentals.

Think of:

• ‍‍Companies with steady cash flow
• Businesses with long dividend histories
• Sectors that are currently out of favour but essential to daily life
• Firms that continue to grow despite not being in the headlines

These aren’t always the exciting names—but they’re often the ones offering real value.If big-cap tech stocks are the flashy TV on sale, value stocks are the high-quality appliances quietly discounted in the back of the store, the ones you’ll still be happy you bought a decade from now.

Why Market “Deals” Matter More Than Retail Ones

A Black Friday discount gets you a deal today. A market discount could shape your financial future.

Here’s why value opportunities can matter:

• Lower prices = More long-term return potential
• You avoid chasing hype and inflated expectations
• You position yourself for sector rotations
• You focus on fundamentals instead of trends

Of course, not every “cheap” company is worth owning. That’s why research, discipline, and planning matter more than ever.

A Smarter Black Friday Strategy For Your Portfolio

Investing isn’t about chasing the biggest sign that says “SALE.” It’s about understanding why something is priced the way it is—and whether its long-term value exceeds the cost. So while you’re scrolling for discounts on TVs or kitchen gadgets this Black Friday, remember: The most meaningful deals may not be in your shopping cart, but in your portfolio. And the best part? You don’t need to wait for a once-a-year sale. Market opportunities appear year-round you just need to know how to identify them.

Ready to Explore Where Real Value May Be Hiding?

If you’re curious about which parts of the market may be “on sale” right now, our team can help you cut through the noise.

Book a conversation with one of our advisors and learn how a disciplined, research-driven approach can help you stay ahead long after Black Friday is over.

Start the conversation today.

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Grant White is a Portfolio Manager /Investment Advisor at Endeavour Wealth Management with iA Private Wealth Inc., an award-winning office as recognized by the Carson Group. Together with his partners, he provides comprehensive wealth management planning for business owners, professionals and individual families. This information has been prepared by Grant White, who is a Portfolio Manager for iA Private Wealth Inc. and does not necessarily reflect the opinion of iA Private Wealth. The information contained in this newsletter comes from sources we believe reliable, but we cannot guarantee its accuracy or reliability. The opinions expressed are based on an analysis and interpretation dating from the date of publication and are subject to change without notice. Furthermore, they do not constitute an offer or solicitation to buy or sell any of the securities mentioned. The information contained here in may not apply to all types of investors. The Portfolio Manager can open accounts only in the provinces in which they are registered.

*Insurance products and services are offered through Endeavour Wealth Management Inc, an independent and separate company from iA Private Wealth Inc. Only products and services offered through iA Private Wealth Inc. are covered by the Canadian Investor Protection Fund.