A Quebec pilot program allowing retail stores in Laval, Gatineau, and Saint-Georges to extend weekend hours until 8 p.m. is facing headwinds as manny businesses opt not to participate. Launched October 2nd, the initiative intended to gauge consumer demand for later shopping, but initial reports indicate limited uptake among retailers concerned about foot traffic. Despite the slow start, Quebec’s Delegate Minister of Economy remains optimistic, leaving the door open for potential expansion-even as some, like Royalmount President Andrew Lufty, publicly question the program’s scope and fairness.
Retailers in Laval, Gatineau, and Saint-Georges, Quebec, have been granted permission to stay open until 8 p.m. on weekends, but many are choosing not to extend their hours, raising questions about consumer demand and the viability of the pilot program. The initiative, launched nearly two months ago, allows for extended shopping hours, but a lack of widespread participation is casting doubt on its potential impact.
Quebec’s Delegate Minister of Economy, Samuel Poulin, has indicated openness to expanding the pilot program to other cities, despite the initial tepid response. He affirmed the project’s merit while acknowledging the need to assess its effectiveness.
Retailers involved in the program express skepticism, citing concerns about generating sufficient foot traffic. “If everyone participates and there’s a buzz, we’ll join in,” said Andréanne Marquis, owner of women’s clothing boutiques Womance. “But on our own, we won’t be able to drive enough traffic. There’s nothing worse than a shopping center where you’re not sure if it’s open or not.”
Marquis’s comments reflect a sentiment shared by many retailers since the pilot program went into effect on October 2. The program allows businesses – both in shopping malls and standalone stores – in Laval, Gatineau, and Saint-Georges to voluntarily extend their weekend hours. This trial period is scheduled to last one year, while the rest of Quebec maintains a 5 p.m. closing time.
Initial reports suggest limited uptake of the extended hours. La Presse interviewed numerous retailers in the three cities to gauge their intentions, and many are adopting a wait-and-see approach.
Limited Success So Far
Several retailers admit they are waiting to see “what the neighbor does” before committing to extended hours. As a result, few have remained open past 5 p.m. since the program’s launch in October.
Some conducted trials with little success. “We tested it in Gatineau and Laval,” explained Jean-François Transon, head of Club Chaussures and Chaussures Panda stores.
“There wasn’t enough traffic to justify it,” he added.
“We’re divided on this simply because consumer habits vary from region to region,” said Jessika Roussy, co-owner of Mode Choc stores. She acknowledged, however, that retailers at Royalmount, with its extensive dining and entertainment options, might benefit from extended hours.
PHOTO MARTIN CHAMBERLAND, ARCHIVES LA PRESSE
According to Royalmount President Andrew Lufty, extending shopping hours at the mall would boost sales by $168 million annually.
In a public statement in late September, Royalmount President Andrew Lufty criticized the exclusion of the Montreal region – a key economic hub – from the pilot program, calling it “completely unacceptable.”
CF Carrefour Laval to Participate
Shopping centers in the three cities did not issue directives to their retailers regarding the trial period. In Gatineau and Saint-Georges, the program garnered little interest from merchants. However, CF Carrefour Laval has decided to participate, starting November 29, the day after Black Friday, confirmed Christian Vézina, Vice President of Operations for Cadillac Fairview’s shopping centers. All retailers will be required to stay open until 7 p.m. on Saturdays and 6 p.m. on Sundays.
Minister Poulin defended the pilot project, stating, “Yes, I think it’s a good pilot project. And yes, I think we did well to take these three cities. It came into effect on October 2. It wasn’t a very busy period. We know that November is busier, as is December. It’s up to businesses to govern themselves and see what works best for them.”
Pilot Project on Opening Hours
- Effective Date: October 2, 2025
- Duration: 1 year
- Affected Retailers: Those with non-food stores in the cities of Laval, Gatineau, and Saint-Georges
- What it allows: Extension of opening hours until 8 p.m. on Saturdays and Sundays
