Studying the Canadian shopper

NIAGARA FALLS — Canadian shoppers — many of them well-to-do — are visiting the Buffalo-Niagara region in droves.
A study released Monday suggests those visitors spent nearly $933 million — including $398 million on retail — during stops   in places like Niagara Falls and Buffalo last year.

That's the good news.

The less fortunate findings of a new study on the habits of Ontario shoppers suggest those crossing the border to visit stores   aren't venturing too far off the paths that lead them to popular local shopping centers like the Fashion Outlets of Niagara   Falls and the Walden Galleria mall.

The study, developed by the tourism marketing firm Longwoods International on behalf of the Niagara Tourism and Convention   Corp. and Visit Buffalo Niagara, found that unlike competing markets like Montreal and greater Toronto, shoppers visiting   the Buffalo-Niagara region focus almost exclusively on shopping during their stay.

According to the study, 53 percent of day trip visitors and 34 percent of overnight visitors engaged in no other activities   in Buffalo Niagara other than shopping.

During a presentation at Conference Center Niagara Falls, Michael Erdman, Longwoods International senior vice president and

director of research, said the numbers suggest cross-border visitors find this area to be a 'fun place to shop' but aren't   taking full advantage of other aspects of the community, including dining, entertainment and cultural options.

'There's a huge opportunity to increase people's experience of what else you've got besides the shops,' Erdman said.

The NTCC and Visit Buffalo Niagara, a group that markets regional assets and attractions to visitors from outside of the area, commissioned   the study to get a feel for the typical Canadian shopper and to gain a better understanding of what they think about what   Western New York has to offer.

Longwoods surveyed 655 travelers from Ontario, 18 years and older who claimed to have traveled for shopping in the last three   years. Surveys were conducted from Feb. 7 through Feb. 27. Respondents were asked to compare their experiences and expectations   of the Buffalo-Niagara region to three other Canadian destinations, including Montreal, greater Toronto and Hamilton.

The results suggest the Buffalo-Niagara region is attractive to younger, more affluent Canadian shoppers who are female, employed   full-time and have kids at home. They are also well educated — with 85 percent having obtained some type of post-secondary   education. The region also received a high level of interest from Asian consumers, who represent a significant segment of   the population in greater Toronto.

Erdman said the findings suggest cross-border shoppers are coming to Western New York more for 'the thrill of the hunt' than   rock-bottom prices, noting that given the tax structure in Canada many of the shoppers consider the price paid for products   in America to be a 'bargain' when compared to what they would pay for the same items back home.

He stressed that the region's core Canadian shopping audience includes hip, urban dwellers who earn annual salaries in excess   of $75,000 per year who visit the area on relatively short notice, often planning shopping trips less than a month in advance.

'They are spending more on getting there and staying there than they are spending on retail,' he said. 'What that means in   practical terms is that you can tap into that for these other things.'

Erdman encouraged regional tourism officials to be 'constant and persistent' when it comes to running promotional campaigns   aimed at the target shopping audience. He also suggested the Buffalo-Niagara region could benefit from an improved system   of way-finding, one that would better direct visitors heading to malls and shopping centers to other points of interest, including   cultural and historic destinations.

'There are interesting things to see and do in Niagara and Buffalo that they don't necessarily know about in Southern Ontario,'   Erdman said.

Officials from the NTCC and Visit Buffalo Niagara said they will use the study's findings and Erdman's recommendations to   chart a course for not only attracting more Ontario shoppers to the area, but encouraging them to try other things during   their visit.

Initial plans include working with area retailers on cooperative advertising and promotional campaigns focused on the 'fun'   aspects of shopping in the region. Part of the media effort will target younger, affluent females living in the greater Toronto   area.

Local tourism officials said they also intend to develop new shopping district maps and smart-phone applications in an effort   to help Canadian consumers find their way around Western New York.

'We need to expand mapping and other collateral pieces that can help drive people in this destination - not just getting from   point A to point B,' said NTTC President John Percy.