Encouraging Consumers to spend 1 Percent More at Farmers Markets Could Make a Big Difference

Farmers’ markets Only Make Up a Small Share of Household Food Spending

A recent study led by University of Northern British Columbia professor David Connell reveals that farmers’ markets, while growing in popularity, still make up only a small share of household food spending.

The research was conducted across 70 markets in British Columbia and involved 11,500 shopper surveys and 350 interviews.

Connell found that markets only account for 0.5% of the average household’s food budget. He suggests that if families spent just 1% of their food budget at farmers’ markets, it could double their positive impact on local food systems.

The average market visit totals $41.78, only a slight 3% rise since 2012 after inflation. Despite common beliefs, most shoppers do not view farmers’ markets as overpriced—84% said they were neutral or disagreed with that statement.

The study also highlights the social importance of farmers’ markets. About half of all shoppers spend at least 30 minutes at the market, with half of that time talking with others. Connell believes this proves how markets serve as lively public gathering spaces.

Connell will present these findings at Congress 2025 in Toronto, one of Canada’s largest academic events, themed “Reframing togetherness.” It will host over 7,000 experts, students, and practitioners from around the world.

Connell will also present a coupon program that supports lower-income households, pregnant women, and seniors by offering up to $27 weekly to spend at markets. This not only helps families eat healthier but supports local vendors too.

“The bottom line is you don’t have to spend a lot of money to have a major impact on your local farming community, and ultimately, the local economy,” said Connell. “As opposed to hunting through store shelves and searching for a maple leaf sticker, you can buy Canadian with confidence at a farmers’ market.”

In the current economic climate with tariffs, is it possible to encourage Canadian consumers to spend a little bit more on local food.