The Market

The Market is The Social Impact Lab's pop-up pay-what-you-want food shopping experience happening this December 2021!

The Details 



December 16th from 12 pm-6 pm

December 18th from 10 am-4 pm



The Tuxedo Park Community Association and Hall

202 29 Ave NE, Calgary, AB T2E 2C1

There is both a free parking lot and ample street parking in the area.


How It Works

As the name suggests, "Pay-What-You-Want" is a pricing strategy that allows customers to assign the value that they are willing to pay to the products or services they are purchasing.​ This model gives customers complete freedom to pay the amount that they are willing or able to, ensuring that they can meet the needs of their household while also staying within their budget. ​

Why "Pay-What-You-Want?"


1 in 8 Canadian households experience food insecurity. This means that over 4.4 million Canadians, including 1.2 million children, have inadequate or insecure access to food.

There is an opportunity to responsibly disrupt the charitable food sector and transform the way we support our fellow community members who struggle to afford food by creating a new, human-centred, and sustainable approach to food insecurity reduction. We want to support people, companies and organizations by providing the tools they need to increase food security in Calgary by utilizing a pay-what-you-want business model.​ 

There are multiple types of customers that shop in pay what you want stores. They can be broken down into three main categories: The people who will pay more than the cost of their goods, the people who will pay less than the costs of their goods, and the people who will pay they same as the cost of their goods. 

  • The customers who pay more than the costs of their goods often have access to disposable income and are interested in supporting their community.
  • The people who pay less than the cost of their goods are often looking to save money, but also typically still want to contribute.
  • The people who pay the same as the cost of their goods may not have the access or desire to pay more for their goods, but are likely still interested in supporting their community.

The Market's Values





The Social Impact Lab is a collaboration between United Way of Calgary and design firm J5.