A PILOT STUDY OF CROSS-BORDER SHOPPING: IMPLICATIONS FOR MEDIUM AND SMALL SIZE RETAILERS

Abstract

ABSTRACT A cross-border shopping survey was mailed to 750 randomly selected Canadians, both Francophone and Anglophone, living in the Greater Montreal area. The survey sought to examine why Canadian consumers cross-border shop in the United States and to determine if the amount of money spent in the US differs according to the language spoken at home. Significant differences were found between Canadian cross-border and non- cross-border shoppers regarding spouse's age, education, and language. Those who did not shop in the US had younger spouses, fewer children under the age of 18, and more often spoke French at home. Bilingual Canadians spend more than either Anglophones and Francophones who shop in the US. Respondents indicated that cross-border shoppers learn about US shopping through Canadian newspapers, television and radio, and US television. Canadians who cross-border shop in the US indicated making an average of 4.87 annual trips to the US and spending an average of approximately $235.93 (Canadian) per trip or $1, 148 annually. These consumers spend a fair share of their disposable income in the US. Noncross-border shoppers reported the exchange rate as a reason for not shopping in the US.