What began as a community farmers’ market has evolved into one of White Rock’s most significant weekly attractions—and an increasingly important contributor to the local economy.A new 2026 Economic Benefits Assessment of the White Rock Farmers’ Market, prepared by University of Northern British Columbia Professor David J. Connell, provides new data showing the scale of …
What began as a community farmers’ market has evolved into one of White Rock’s most significant weekly attractions—and an increasingly important contributor to the local economy.
A new 2026 Economic Benefits Assessment of the White Rock Farmers’ Market, prepared by University of Northern British Columbia Professor David J. Connell, provides new data showing the scale of that transformation.
The findings point to a market that is now both a major community institution and a significant economic driver for Uptown White Rock, attracting approximately 200,000 attendees over the course of the season while generating millions of dollars in direct market sales and economic activity for surrounding businesses.
From Community Market to Regional Destination
The growth of the White Rock Farmers’ Market has accelerated considerably in recent years.
In 2006, the market had approximately 45–50 vendors and attracted around 35,000 shoppers annually. By 2023, annual attendance had surpassed 105,000.
For 2026, the study projects approximately **197,000 to 206,000 adult attendees** over the market’s 26-week season, with peak Sundays attracting approximately **10,000 visitors in just four hours**.
The report describes White Rock as a **“destination farmers market”**—a market that goes beyond its traditional role of connecting consumers with local farmers and producers to create a broader shopping, entertainment and community experience.
That distinction is significant for White Rock. The market has increasingly become a destination in its own right, bringing thousands of people into the Uptown area every Sunday throughout the spring, summer and early fall.
$7.3–$7.6 Million in Direct Economic Contribution
The economic impact of that increased attendance is substantial.
According to the study, the average shopper spends **$49.22 per visit at the market**. Based on projected attendance for the full 2026 season, the report estimates annual direct market sales of between **$7.26 million and $7.60 million**.
That’s approximately double the **$3.7 million** estimated in 2023.
The report attributes the increase to the combined effect of significantly larger crowds and higher average spending per shopper.
The economic benefits also extend beyond the vendors themselves. Local businesses that supply market vendors are among those benefiting from the millions of dollars circulating through the market each season.
The Economic Impact Extends Into Uptown White Rock
Perhaps one of the most important findings is what happens after visitors arrive.
Market shoppers reported spending an average of **$41.69 at neighbouring businesses** in addition to their purchases at the farmers’ market.
The study estimates the annual economic relationship between market shoppers and neighbouring businesses at approximately **$5.9 million to $6.1 million**.
Restaurants, cafés, retailers and other businesses throughout Uptown White Rock therefore have the potential to benefit from the large concentration of visitors the market brings into the area each Sunday.
Combined, the study points to approximately **$13 million in annual market-associated economic activity** through direct market sales and spending at neighbouring businesses.
The report does, however, acknowledge that the relationship works in both directions: the farmers’ market attracts visitors to Uptown White Rock, while the surrounding businesses and amenities also help attract people to the market.
Attracting Visitors From Beyond White Rock
The market is also becoming increasingly regional.
Approximately **70% of shoppers surveyed in 2026 came from White Rock and South Surrey**, compared with 88% in 2006.
Rather than indicating declining local support, the study identifies this as a positive trend. The market continues to attract a strong local audience while drawing an increasing percentage of visitors from outside the immediate community.
Approximately **30% of shoppers now come from elsewhere**, including other Lower Mainland communities, other parts of British Columbia and the United States.
That expanding geographic reach strengthens the market’s role as a tourism and economic-development asset for White Rock.
New Visitors and Longtime Supporters
The market’s growth isn’t being driven solely by newcomers.
The study found that **39% of surveyed shoppers have been coming to the White Rock Farmers’ Market for at least five years**, while 22% have been visiting for more than a decade.
At the same time, **26% began shopping at the market in 2026**, and approximately 18% of respondents on the assessment day were visiting for the first time.
This combination is particularly encouraging: the market is retaining a substantial base of longtime supporters while continuing to attract a new generation of visitors.
More Than an Economic Story
The numbers tell an important story, but the value of the White Rock Farmers’ Market extends beyond dollars and attendance.
The market provides a platform for farmers, food producers, artisans and small businesses while also creating space for local non-profit organizations, young entrepreneurs, entertainment and community programming.
It creates a weekly gathering place in the heart of Uptown White Rock and connects residents and visitors directly with the people and businesses producing goods within their communities.
That social role is difficult to quantify, but it is a major part of what has allowed the market to grow while retaining its community identity.
A Growing Asset for White Rock
The 2026 Economic Benefits Assessment provides compelling evidence of how far the White Rock Farmers’ Market has come.
Annual attendance has nearly doubled since 2023. Direct economic contributions have approximately doubled. The market is attracting more visitors from outside the immediate community while maintaining a strong base of longtime shoppers.
Most importantly, its success increasingly benefits the wider Uptown White Rock business community.
With approximately **200,000 annual attendees, up to $7.6 million in direct market sales and roughly $6 million in additional spending associated with neighbouring businesses**, the White Rock Farmers’ Market has grown far beyond the traditional definition of a neighbourhood farmers’ market.
It has become **a major community institution, a regional destination and a significant economic driver for Uptown White Rock.**
*Source: Economic Benefits Assessment — White Rock Farmers’ Market, White Rock, British Columbia (2026), prepared by David J. Connell, Professor, August 19, 2026.*
