Downtown Peterborough attracted an estimated 11.1 million visits in 2025, according to a new report released by the Peterborough Downtown Business Improvement Area.
The Main Street Assessment of Downtown Peterborough — Insights and Action Report, prepared using 2025 Environics Analytics data, offers a closer look at visitor patterns, spending potential and opportunities for local businesses.
The report estimates downtown averaged approximately 928,900 visits per month, with activity peaking during the spring.
Nearly three million visits were recorded during the second quarter, while May’s numbers were approximately nine per cent higher than the annual monthly average.
The findings also show that 74 per cent of downtown visits occurred on weekdays, with the busiest period falling between noon and 6 p.m.
Another significant finding is the importance of local residents.
According to the report, 65.7 per cent of visitors came from Peterborough’s K9H and K9J postal-code areas.
The estimated neighbourhood wallet associated with downtown visitors was approximately $763 million, with an average household income of $88,125. The wallet figure represents estimated spending potential, not actual downtown business sales.
DBIA Executive Director Nour Mazloum says the information provides a better understanding of how people use the downtown.
“It reinforces that downtown Peterborough is active, local and well-used, while also showing us where we have opportunities to build on that momentum,” said Mazloum.
The report identifies several opportunities for growth, including strengthening the weekday lunch and afternoon economy, encouraging evening activity and building on strong spring visitation.
It also points to potential opportunities in specialty food, recreation, cultural retail, personal care, health and hospitality.
Mazloum says the goal is to translate the findings into practical improvements that benefit downtown businesses.
“The most valuable part of this work will be what we do with it together,” she said.
The DBIA plans to use the findings to guide future strategic planning, programming and marketing initiatives.
