Winter has traditionally been a quieter stretch for many Lakeland businesses. Shorter days and colder temperatures often meant fewer visitors, lighter foot traffic, and cautious spending habits across the region.

That pattern is shifting during the 2026 winter season. A growing calendar of sports tournaments, festivals, and community gatherings is drawing people out of their homes and into local venues, changing how the winter economy behaves.

Alongside in‑person events, consumer behaviour is also becoming more blended between physical and digital experiences. Entertainment spending now spans ticket purchases, food, merchandise, and online platforms. Some now spend more on monthly streaming subscriptions than cinema tickets. Others don’t spend on visits to land-based casinos, instead choosing online options as they offer bonuses where sometimes no wager is required to claim, although these can be difficult to find (the source is GamblingInsider). The overlap between physical and digital spending matters because it shows winter activity isn’t limited to a single street or venue—it extends across how residents and visitors choose to spend their time and money.

Seasonal Events Boost Foot Traffic

One of the biggest challenges for winter economies has always been sustaining momentum after the holidays. In response, governments have increasingly targeted funding toward winter programming that encourages people to stay local rather than wait for spring.

Federal support has played a role in that shift. In Alberta, more than $2.9 million was invested across nine tourism projects, including over $434,000 to expand Chinook Blast programming, last year. Longer festivals and more diverse activities help keep streets busy well beyond a single weekend.

Hospitality And Retail See Gains

For restaurants, cafés, hotels, and retailers, winter events translate directly into steadier demand. Visitors attending tournaments or festivals tend to plan meals, shopping, and overnight stays around those experiences.

Tourism data suggests that the strategy is paying off. Visitor spending in Calgary from January to September last year was up 4.0% compared with 2024, according to Tourism Calgary. That growth supports projections of a $61 million economic impact from winter events in early 2026, reinforcing the commercial value of cold‑season programming.

Entertainment Spending Trends Emerge

Extended festivals are also changing how people spend during winter outings. Rather than attending a single event and heading home, visitors are staying longer and spreading their budgets across food, arts markets, live music, and activities.

This diversified spending benefits smaller operators as much as larger venues. Markets, pop‑ups, and local service providers gain exposure to audiences already in a spending mindset, creating ripple effects that last beyond the event itself.

What This Means For Local Businesses

The broader economic backdrop strengthens these gains. Alberta’s real GDP is projected to grow by 2.1% in 2026, outpacing the national forecast of 1.6%, according to ATB Financial’s economic outlook. That resilience gives winter initiatives more room to succeed.

For Lakeland businesses, the takeaway is practical. Winter no longer has to be a holding pattern. With the right mix of events, partnerships, and welcoming spaces, the coldest months are becoming some of the most commercially active on the calendar.