They are very good questions, so thank you.
As we began to expand within our U.S. presence, we began building stores across the border. One that comes to mind is the one in Grand Forks, North Dakota, which is only a quick two hours from Winnipeg. We quickly began to realize that a variety of Canadians were crossing the border to shop in our U.S. locations.
Back in 2006 and 2007 we began to further understand this and we really tried to glean some knowledge about what they were shopping and looking for. We came to realize that traditionally a person in the outdoors has predominantly the same needs, wants, and desires, regardless of where they live, with some exceptions that I'll speak to shortly. That really was the spark that prompted the expansion into Canada, certainly with the opening of our locations in Winnipeg, then Edmonton and so on.
Specifically to the Canadian market, we segment our customer base into a number of profiles. One that we've actually added to those is based on the Canadian consumer, and Darin could speak to this as well. This is a customer profile that traditionally stems from everyone's heritage, which means that they're buying product, whether traps or hunting gear, that extends well beyond being for a pastime to fulfilling a physical need to sustain a lifestyle. We have a variety of customers who travel down from the Northwest Territories, as an example, to visit our locations a couple of times each year. They buy a significant amount of outdoor equipment simply because their needs extend beyond equipping them for recreation to physically maintaining their lifestyle and their heritage through this merchandise.