A recent study from the B.C Association of Farmers’ Markets (BCAFM) shows that seasonal outdoor vendors inject $22.9 million annually into the Kootenay and Columbia Basin economy, with Fernie and Cranbrook each having a sizeable financial impact.
BCAFM collaborated with Dr. David Connell of the University of Northern British Columbia on a province-wide study that examined the economic impacts of 70 farmer’s markets from across the province in 2023. Fernie Mountain Market and Cranbrook Farmer’s Market were among those studied.
Results indicated that sales from these markets had major impacts on their respective communities. Fernie market is estimated to have a $1.22 million annual economic impact on the local city economy, with $813,000 in direct annual sales from more than 33,200 visits.
Cranbrook market is slightly higher with an annual economic output of $1.7 million and $1.1 million in direct annual spending from 41,400 visits.
“The results are really positive. It tells us that farmers markets matter. They’re in demand,” said BCAFM executive director Heather O’Hara
Roughly half of the visitors from both locations reported that they frequented the markets anywhere from a few times per month to weekly, with the average shopper spending just over $30 per trip.
Shopping visits led to sizeable spending at nearby businesses as well, resulting in an economic ripple effect where seasonal vendor sales had an impact that extended beyond the market.
81 per cent of shoppers from each of the locations reported that they extended their shopping to local businesses outside the market, and were willing to spend approximately $50 at neighbouring stores.
Fernie Mountain Market had a notable tourist presence in comparison to other communities in the East Kootenay. 32 per cent of its shoppers were tourists and day-trippers who had come from outside the community. 33 per cent of shoppers were first-time visitors, which is much higher than the provincial average of 21 per cent and greater than the amount of newcomers in Cranbrook at 22 per cent or at Creston Valley Farmers’ Market at 10 per cent.
Cranbrook Farmer’s Market had a loyal customer base. 30 per cent of visitors reported they had been coming to the market for more than 10 years, and 33 per cent had been attending for three to 9 years.
Regionally, Cranbrook ranked quite high in visitorship during peak market season. It had the highest number of visitors in East Kootenay, and third highest in the entire Kootenay Rockies and Columbia Basin region, behind Nelson’s Wednesday market and Revelstoke.
It had the seventh highest visitorship out of 70 markets surveyed province-wide, with 736 shoppers per hour in peak season. Ahead of Cranbrook, in descending order from largest shopping count, is Ladner, White Rock, Nelson, Revelstoke, Kelowna and Kitsilano.
Fernie, meanwhile, was slightly below the provincial average, with 374 hourly shoppers in peak season.
O’Hara said that the statistics are on par with what BCAFM would expect to see at a successful market.
“Sales are good. Economic impact is good. A lot of locals are shopping, buying local food and other goods. A lot of tourists are making a stop and going to the markets. Local businesses win as well,” she said.