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the reference on Canada's major retailers

Welcome to VECTOM

MMRR covers the top six retail markets in Canada, the VECTOM markets, which account for half the retail business in the country. They are the Census Metropolitan Areas of:

• Vancouver;
• Edmonton;
• Calgary;
• Toronto;
• Ottawa-Gatineau;
• Montreal.

The VECTOM markets currently hold 45% of Canada's population and are growing faster than the rest of the country. But these markets are also centres of commerce and industry, and represent an even larger proportion of economic activity. In VECTOM, education levels, employment status, household incomes, per capita spending, and personal wealth are all well above the national norm. 

The VECTOM markets also pull in business from outside their boundaries. This is because VECTOM offers buyers more selection, lower prices, bigger stores, newer products, more suppliers, better choices, and so on. 

The bottom line is:

• VECTOM represents 49% of Canada's retail trade.

In other words, the six VECTOM markets account for almost half of the retail business in the country. 
 

There's more retail business in the smallest VECTOM market than in the whole province of Manitoba.

For the updated numbers for Canada, the provinces and VECTOM, see "Retail Sales Outlook" in Reports & Articles, under Free Articles, Retail.
 

The Decision Markets

We also call VECTOM the "Decision Markets". It's where the action is, where the money is, and where the competition is. It's where new retailers often locate first, including U.S. operations moving into Canada. And it's where retailers' marketing plans and programs are forged and tested. 
  

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