WHY WAIT? Retailers are rallying to keep Black Friday shoppers at home Line-ups at Canada-U.S. border crossings can be long, especially on holidays. Nov. 29 is ‘Black Friday’ in the United States – the first Friday following the American Thanksgiving Day holiday – and is considered the unofficial launch of the Christmas shopping season. But travellers north of the border can likely expect long waits should they choose to head south to shop. Local businesses encourage consumers to spend their cash in Canada by Greg Laychak T he name might lack colour, but as Black Fri- day approaches, retailers will be pulling out all shades of promotional glitz as they vie for con- sumer attention. Black Friday is the Friday following the anksgiv- ing Day holiday in the U.S., and it is regarded as the unofficial kick-off to the holiday shopping season. Traditionally, eager Canadian shoppers have pre- pared for long waits at the border seeking cheap U.S. deals in preparation for Christmas. is annual exodus of Canadian patrons and their money means a significant dip in sales for businesses north of the parallel, with this Nov. 29 being no exception. However, in reaction to the southbound surge, local retailers are increasingly taking their own measures to keep Canadians shopping at home. “Ultimately, lowering prices keeps people here,” says Tim Wagner, owner and operator of Soccer West in White Rock. “It’s pretty hard to get the individual to see the loyalty in keeping your dollars local. Bottom line, it comes down to what they can save.” Wagner will be running the store’s second official Black Friday sale aſter getting positive response last year. He says people remembered the sale and have been asking about it again. Following up on that success, Wagner is promoting his deals more this year, hoping the event will help drive more customers to Soccer West. But Bob Krider, a professor of marketing at SFU’s Beedie School of Business, says merely cutting prices might not necessarily cut it. “If you’re going to offer big discounts, you’ve got to get an increase in demand to compensate, because otherwise you’re going to lose money,” he warns. “Ultimately, lowering prices keeps people here.” Tim Wagner See BOARD OF TRADE / Page 4 Tuesday, November 26, 2013 Tuesday, November 26, 2013 Surrey/North Delta Leader 1
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WHY WAIT?
Retailers are rallying to keep Black Friday shoppers at home
Line-ups at Canada-U.S. border crossings can be long, especially on holidays. Nov. 29 is ‘Black Friday’ in the United States – the fi rst Friday following the American Thanksgiving Day holiday – and is considered the unoffi cial launch of the Christmas shopping season. But travellers north of the border can likely expect long waits should they choose to head south to shop.
Local businessesencourage consumers to
spend their cash in Canada
by Greg Laychak
The name might lack colour, but as Black Fri-day approaches, retailers will be pulling out all shades of promotional glitz as they vie for con-sumer attention.
Black Friday is the Friday following the Th anksgiv-ing Day holiday in the U.S., and it is regarded as the unoffi cial kick-off to the holiday shopping season.
Traditionally, eager Canadian shoppers have pre-
pared for long waits at the border seeking cheap U.S. deals in preparation for Christmas.
Th is annual exodus of Canadian patrons and their money means a signifi cant dip in sales for businesses north of the parallel, with this Nov. 29 being no exception.
However, in reaction to the southbound surge, local retailers are increasingly taking their own measures to keep Canadians shopping at home.
“Ultimately, lowering prices keeps people here,” says Tim Wagner, owner and operator of Soccer West in White Rock.
“It’s pretty hard to get the individual to see the loyalty in keeping your dollars local. Bottom line, it comes down to what they can save.”
Wagner will be running the store’s second offi cial
Black Friday sale aft er getting positive response last year. He says people remembered the sale and have been asking about it again.
Following up on that success, Wagner is promoting his deals more this year, hoping the event will help drive more customers to Soccer West.
But Bob Krider, a professor of marketing at SFU’s Beedie School of Business, says merely cutting prices might not necessarily cut it.
“If you’re going to off er big discounts, you’ve got to get an increase in demand to compensate, because otherwise you’re going
to lose money,” he warns.
“Ultimately, lowering prices keeps people
here.”
Tim Wagner
See BOARD OF TRADE / Page 4
Tuesday, November 26, 2013
Tuesday, November 26, 2013 Surrey/North Delta Leader 1
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Th e expert on competition dynamics and consumer biases says he’s not sure if Canadian businesses can go head-to-head with Black Friday.
If they want to try, he adds, they’ll have to make the deals look as exciting as their American coun-terparts do.
And as Anita Huberman, execu-tive director and CEO of the Surrey Board of Trade notes, Canadian and U.S. retailers “are not playing on a level competitive fi eld.”
Th e variety of products and much lower prices across the border combined with the soft economy add up to people still will-ing to wait in line at the Peace Arch border crossing, Huberman says.
“I think throughout the year, we need to have a much more consistent approach to market-ing,” she says.
“It’s about thinking innovatively around how to get that consumer in the door, but also to keep them coming back. And in the end it’s all about service.”
One person who believes strongly in customer service is Brent Bondarenko, co-owner of Kitchen Th erapy, a kitchen prod-uct retailer in Grandview Corners just minutes by car from the U.S. border.
“We’re a store that’s incredibly personable,” says Bondarenko. “We understand what it is to give exemplary customer service,
which we don’t do on a Black Friday [specifi cally]. We do it all year round.”
Bondarenko keeps his staff motivated to be helpful and listen to patrons, focusing on repeat customers through relationship building. Kitchen Th erapy par-ticipates in supplier promotions instead, foregoing Black Friday and similar calendar events, he says.
Other businesses see the U.S. shopping occasion as an oppor-tunity.
Central City Shopping Centre has added a sidewalk sale that runs more than a week, ending the Sunday aft er Black Friday.
“If we have something exciting happening in our own backyard then more shoppers will say ‘Yeah, we’ll take advantage of that,’” says Bill Rempel, vice-president and general manager of Blackwood Partners, the companymanaging the mall.
Th e sidewalk sale is a hit with both his tenants and their customers, says Rempel. And big stores like Best Buy and Th e Brickwill use the event as a chance to promote their upcoming Boxing Day sales.
While it remains to be seen if the various retailer initiatives will slow the stream of shoppers goingsouth, they will certainly make for a more colourful Black Friday in Canada this year.
reporter@surreyleader
4 Surrey/North Delta Leader Tuesday, November 26, 2013
EVAN SEAL / THE LEADER
Anita Huberman, executive director and CEO of the Surrey Board of Trade, says while it’s not a level playing fi eld when it comes to product pricing in the U.S. and Canada, she believes good customer service all year round wins consumer loyalty.
From page 1
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THERE HAS been a 400-per-cent jump in cross-border shopping trips by Canadians over the last six years, according to a recently released survey of U.S.-Canada border crossings.
Th e Whatcom Council of Governments (WCOG), in partnership with Western Washington University’s Border Policy Research Institute (BPRI), released an interim report on fi ndings from this summer’s survey of travellers using the region’s fi ve border crossings.
Th e project is an initiative of the International Mobility and Trade Corridor Program (IMTC), a regional cross-border planning coalition led by WCOG.
IMTC involves U.S. and Canadian federal inspection and transportation agencies, state and provincial transportation agencies, local border cities, other federal departments, legislative offi ces, and private sector organi-zations.
“We already have good information on the numbers of vehicles crossing and how that’s changed over time,” said Hugh Conroy, IMTC program manager at WCOG. “But border planning and investments are better informed when we have current data on where people are going, the reasons for their travel, and other aspects of travel trends that we can relate to popula-tion changes, regional economic changes, and border-policy and operations alternatives.”
Th e interim report, which is available at
Th eIMTC.com/2013Survey, summarizes fi ndings on cross-border travel routes, the purpose of trips, how oft en people cross and for how long they stay, and other topics such as how drivers use wait time information and the NEXUS trusted traveller program.
“We’ve all watched the volumes grow over the last few years,” said Conroy, “but what the survey results describe more clearly is that this recent surge is explained primarily by two trends – a much larger share of trips are being
made for shopping and cross-border travellers are crossing more oft en than they used to.”
Since 2007, the relative share of cross-border trips made for shop-ping has gone from 19 per cent to 45 per cent. In July 2007, about 75,000 vehicles crossed through the region’s four ports-of-entry for shopping. Six years later, July 2013 saw about 310,000 vehicle cross-ings for shopping – a 400-per-cent growth in shopping trips.
Th e survey collected data with respect to travellers’ place of residence, and Canadian residents are an increasing proportion of the total.
In July 2013, 85 per cent of regional cross-border travellers were residents of Canada compared to 70 per cent six years ago.
“Th at 400-per-cent growth in shopping trips consists almost entirely of Canadian residents taking advantage of relatively attrac-tive prices in the States,” said David Davidson, associate director of the BPRI.
Region has seen a 400% jump in cross-border trips
Tuesday, November 26, 2013 Surrey/North Delta Leader 7
“Cross-border travel has clearly become... a part of the household routine...”
Hugh Conroy
See GAS / Page 10
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Th e 2013 survey, for the fi rst time, separately identifi ed trips made solely for buying gas.
Th e 45 per cent of all trips that were made primarily for shopping includes the 18 per cent of all trips that were made for buying gas alone. (It is widely acknowledged that many Canadians purchase gas while across the border though their pri-mary trip purpose may be something else).
Th e other con-spicuous change from 2008 is cross-border travel frequency. Th e portion of non-NEXUS travellers reporting that they cross at least once per month has jumped from 40 to 60 per cent.
And in the context of continued increases in regional NEXUS enrolment, more than half of NEXUS card holders interviewed at the border report crossing at least once a week.
“Cross-border travel has clearly become more and more a part of the household routine rather than an infrequent excursion, especially for Lower Mainland B.C. residents,” Conroy said.
Th e border travel survey project is primar-ily funded by the U.S. Federal Highway Administration, the Washington State Department of Transportation, and the Brit-
ish Columbia Ministry of Transportation and Infrastructure (BC MoTI). Additional funds come from BPRI and WCOG.
A second wave of surveying will be con-ducted in February 2014 to gather additional records and control for seasonal diff erences.
A fi nal report and database will be com-pleted in spring 2014.
Fast facts:• In July 2007, about 75,000 vehicles
crossed through the region’s four ports of entry for shopping. July 2013 saw about 310,000 vehicle crossings for shopping – a 400% increase.
• Th e portion of non-NEXUS travellers reporting they cross the border at least once per month has jumped from 40% to 60%.
10 Surrey/North Delta Leader Tuesday, November 26, 2013
LEADER FILE PHOTO
85 per cent of regional cross-border travellers are residents of Canada, compared to 70 per cent six years ago.
From page 7
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