Local businesses often share the same customers, finds a new report.
About half of sellers in Toronto and Vancouver share regular customers with at least one other local business, according to recently released data from Square.
Square’s new report, the Local Economy Outlook, notes how these “shared regulars” create measurable local networks, where customers are spending time and money regularly rather than isolated, single-visit transactions.
“At a time when costs are rising, margins are tightening, and staffing remains a challenge, these connections matter more than ever,” posits Square. “When individual businesses become part of a community, they create resilient neighbourhoods where one owner’s success supports the next.”
There are thousands of these local networks around the country, and they form the heart and soul of Canada’s national economy. For 2026, 81% of Canadians surveyed said they plan to shop in their local neighbourhoods just as much as they did last year or more.
Regulars might not spend more on each visit than one-time customers, Square notes, but they spend more often. They also bring stability to a business by providing more predictable revenue. Overall, Square transaction data shows that regulars generate nearly six times the annual value of one-time visitors nationally.
Knowing how valuable regulars are, investing in them makes sense.
There are several factors that draw first-timers in, and those same factors have the ability to turn first-timers into regulars. This includes convenient access, affordable prices, friendly and reliable service, and high quality offerings.
For first-time customers in particular, “trust often comes before experience,” according to the report. “Visibility through reviews, social media, and shared customer stories helps reduce uncertainty and reassures people that a business is worth choosing and worth returning to.”
Square’s report recommends implementing a loyalty program to track and reward regular customers. Bundled services and limited-time offers can also help customers feel confident they’re getting something worthwhile, while personalization is what “turns a transaction into a relationship.”
Keep relationships alive by staying in touch with updates, specials, and reminders.
“It’s not about communicating more often,” the report notes, “but about communicating with consent and only when the message is genuinely relevant and useful.”
Becoming part of a customer’s regular routine doesn’t come from one great visit, says Square. It comes from consistency, recognition, and making it easy to come back.
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