How Rural Saskatchewan Drives Urban Economies—And How Your Business Can Benefit

Saskatoon and Regina businesses are overlooking an enormous opportunity.

This is the biggest takeaway from The 2025 Rural Insights Report, which reveals rural communities account for as much as 35% of retail sales in Regina and 30% in Saskatoon.

The findings are a clear sign of Rural Saskatchewan’s deep economic connection to the province’s urban centers. But the influence of rural spending goes far beyond shopping. Rural residents help sustain healthcare services, fuel the hospitality industry, and keep Saskatoon and Regina’s cultural attractions alive and well.

For businesses looking to grow, the rural market is a major opportunity that’s often overlooked. By building trust in these communities through smart, strategic marketing, businesses in Saskatoon and Regina can strengthen their connection with rural consumers and drive meaningful growth.

In this article, we’ll break down important insights from the 2025 Rural Insights Report and share practical strategies to help you connect with Saskatchewan’s rural market. So, grab your bunnyhug, get comfortable, and let’s dive into how you can grow your business beyond the city limits.

The Role of Saskatoon and Regina as Regional Hubs

Saskatchewan’s rural population regularly travels to the province’s biggest cities for work, healthcare, shopping, and entertainment—bringing with them a significant economic impact. 

And their presence is only growing.

According to the 2025 Rural Insights Report, commuter traffic has surged over the past five years, with Saskatoon seeing a 12% increase and Regina witnessing 10% growth. This steady influx creates a large market of potential customers—an enormous opportunity for local urban businesses.

But to make the most of it, businesses need to understand what draws rural consumers to these cities and what keeps them coming back.

In the next sections, we’ll explore the driving forces behind these travel patterns and how your business can position itself to benefit.

Health Care as a Primary Driver

Health care is one of the biggest reasons rural residents travel to Saskatoon and Regina. 

With specialized medical services unavailable in smaller communities, many residents make regular trips to the city for appointments and treatments.

In addition to hospitals and clinics, pharmacies and health care retailers benefit from visitors filling prescriptions and purchasing medical supplies. But this also impacts the hospitality industry, as restaurants and hotels see increased business from those staying overnight for medical visits. 

Cultural and Leisure Appeal

Another major draw for rural visitors is the vibrant sports and cultural scene in Saskatoon and Regina. 

Whether it’s cheering on the Riders, Rush, Rattlers, Huskies, Cougars, Hilltops, Rams, or WHL teams like the Blades and Pats, sports bring rural fans into the city year-round.

But these trips aren’t just about the game. Fans spend on tickets, concessions, restaurants, and local shops, turning game days into economic wins for multiple industries. From pre-game meals to post-game celebrations, the impact extends well beyond the stadium, making sports a key driver of urban business growth.

Saskatoon and Regina also host major concerts, theatre productions, and festivals. These events are another draw for rural audiences who dine out, shop, and reserve hotel stays, creating a significant economic ripple effect.

How To Appeal To Rural Visitors

For businesses, recognizing these travel patterns is essential for attracting rural customers. 

Whether visitors are in town for a game, a concert, or a medical appointment, businesses that anticipate their needs and make their offerings accessible are the ones that will attract these rural customers.

Informing Rural Advertising With Data

To effectively reach this market, data-driven insights can make all the difference. 

Organizations like the Saskatchewan Association of Rural Municipalities (SARM) and other local business associations help bridge the gap between businesses and rural consumers by providing valuable data on commuter trends, economic development, and rural spending behaviors.

By leveraging this information, businesses can refine their marketing strategies, better connect with rural audiences, and ensure their efforts are targeted and effective. This creates a mutually beneficial relationship: urban businesses see growth, and rural consumers find the services, products, and experiences they need.

Findings: Rural Spending as an Economic Driver

The potential benefits of this relationship between rural consumers and urban businesses extends even further into strengthening the entire economies of Saskatoon and Regina. 

As we mentioned in the introduction, the steady flow of rural visitors generates significant spending across multiple industries, making them a vital economic driver for the province’s largest cities.

The 2025 Rural Insights Report highlights just how significant this impact is:

• Rural visitors make up 30% of Saskatoon’s retail sales and 25% of its dining revenue.
• Regina sees even higher retail contributions from rural consumers, at 35%.
• 60% of rural residents within a three-hour radius of these cities travel weekly for work, shopping, or healthcare.
• Collectively, Saskatoon and Regina see $200 million annually from rural shoppers and service seekers.

Industries That Benefit the Most

The report also highlights the sectors that see the greatest impact of rural spending:

1. Retail: From grocery stores to luxury goods, rural shoppers are a dependable source of revenue for Saskatoon and Regina businesses.
2. Hospitality: Hotels, cafes, and restaurants thrive on rural visitors, who often extend their stays for healthcare or leisure.
3. Healthcare: Clinics, pharmacies, and healthcare retailers benefit significantly from the steady influx of rural patients.

Connecting with Rural Audiences Where It Matters

Now that we understand why rural communities visit urban hubs and where they’re most likely to spend, the next step is figuring out how to reach them effectively.

For businesses looking to tap into this market, it’s not just about knowing rural spending habits, it’s about using that knowledge to connect with consumers in the right way, at the right time. 

A well-placed message can make all the difference in turning a visitor into a customer. And when it comes to reaching rural audiences, one of the most effective strategies is leveraging local media. 

For rural communities, these platforms represent trusted daily resources. Local media outlet like SaskToday, SaskAGToday, and GX94 provide coverage on agriculture, community stories, and sports, making them go-to outlets for rural residents.

Advertising through these familiar and trusted channels allows businesses to connect with rural audiences in a way that feels authentic and relevant.

For example, a well-placed radio ad on GX94 could influence a rural family’s travel plans, encouraging them to visit Regina and shop at the businesses featured in the ad.

By reaching rural audiences before they head to the city, businesses can stay top of mind and increase the likelihood that these visitors will choose them over the competition.

Why Rural Targeted Marketing Works

Another reason why local media is such a great way to reach rural consumers is that it aligns with how this market engages with information and makes purchasing decisions. 

Unlike urban audiences, rural consumers rely more on trusted, community-driven media like local radio stations, newspapers, and digital platforms focused on their specific areas of interest (agriculture, sports, regional news, etc.).

They also tend to plan shopping trips and service appointments well in advance, making strategic advertising even more impactful. When businesses deliver relevant, well-placed messaging before these trips, they can influence where rural consumers shop, dine, and spend their money once they arrive in Saskatoon or Regina.

To reach this potential customer base effectively, businesses have to consider three major factors:

1. Cultural and Community Relevance

Rural audiences are deeply connected to their communities, and they respond best to messaging that reflects their values, interests, and way of life. 

We touched on this earlier in terms of reaching a rural audience where they engage. But this principle also extends into the messaging being used in any advertising or marketing.

In rural areas, where local connections matter, mass-market advertising can often feel distant or impersonal. Instead, localized campaigns that acknowledge rural culture help create a sense of trust and familiarity, making businesses feel like a natural part of the community.

For example, advertising on community-focused stations like Cruz Yorkton does more than just promote a business—it fosters a genuine connection. These stations are trusted voices in rural areas, delivering the news, weather, and local updates that listeners rely on every day.

When businesses align their messaging with these well-established local voices, their marketing feels authentic, relevant, and community-driven. Instead of just reaching an audience, they become part of the conversation, building stronger relationships with the people who power Saskatchewan’s economy.

2. Localized Strategies Drive Results

Rural consumers have unique shopping habits and seasonal needs, and businesses that recognize and cater to these preferences gain a competitive advantage. 

A one-size-fits-all approach won’t be as effective as a strategy that accounts for the timing, trends, and lifestyle factors influencing rural buying decisions.

For example, a winter clothing sale promoted in early fall might resonate more with rural shoppers than a generic, year-round discount. As mentioned earlier, many rural consumers plan their purchases well in advance, factoring in weather conditions, work schedules, and seasonal demands. If a business understands this and tailors its marketing to seasonal buying habits, it not only increases sales but also builds long-term customer loyalty.

By aligning promotions with rural consumers’ needs—whether it’s work clothes in early spring, back-to-school shopping in late summer, or holiday deals planned months in advance—businesses can position themselves as go-to destinations when rural shoppers make their trips into the city.

3. The Power of Local Radio

Reaching rural consumers at the right time is just as important as reaching them in the right place. Radio remains one of the most influential and trusted media sources in rural Saskatchewan’s municipalities. 

While urban audiences may have shifted more toward digital media, listeners in rural municipalities continue to rely on stations like CKRM and GX94 for news, entertainment, and weather updates. 

These stations are deeply woven into daily life, making them a prime advertising platform for businesses looking to engage rural customers where they already are.

Advertising on local radio not only increases general brand awareness, it keeps your business top of mind when rural shoppers visit urban centres. Because consumers in rural municipalities tune in regularly, a well-placed radio ad can strongly influence decisions when they plan their trips to Saskatoon or Regina.

Businesses that leverage the credibility and reach of local radio can build stronger connections, increase engagement, and drive more rural traffic to their stores and services—turning local listeners into loyal customers.

Partner with Harvard Media to Maximize Your Reach

If there’s one thing to remember from the 2025 Rural Insights Report, it’s that rural communities represent a significant yet often overlooked market for businesses in Saskatoon and Regina. The report highlights that rural Saskatchewan contributes more than $200 million annually to these economies. 

To capitalize on this opportunity, businesses need more than just advertising. They need a marketing partner with the reach, expertise, and strategy to turn rural engagement into real revenue.

That’s where Harvard Media comes in. 

No one else in Saskatchewan combines extensive audience reach with the full-service capabilities needed to create and execute effective advertising in rural communities. 

With local media, digital marketing, live experiences, and interactive platforms, Harvard Media helps businesses connect with rural consumers in a way that drives results.

Why Choose Harvard Media?

• Expertise in Rural Marketing: Harvard Media understands the unique dynamics of Saskatchewan’s rural and urban markets.
• Unmatched Media Reach: Platforms like SaskToday and SportsCage provide direct access to rural audiences across the province.
• Data-Driven Strategies: Advanced analytics tools ensure campaigns are measurable, effective, and optimized for ROI.

Long-Term Growth Starts Here

Rural spending has become a fundamental driver of economic success in Saskatoon and Regina. Businesses that recognize and invest in this market will not only boost sales today, but contribute to a larger economy in their city and long-term growth for the future.

Are you ready to connect with the rural audience that powers Saskatchewan’s urban economies? 

Let Harvard Media help you craft a strategy that turns regional connections into real revenue. Click here to start growing your customer base outside the city limits.