De

FR ber 20
ce
m

EE 10 Iss
ue
Meet this month’s Fru-GAL
Learn how she is saving
T.O. this holiday season

Budget living in the big city

toy story
Please your kids and your
wallet this holiday season

secret’s out
How to get nice hotels
for an even nicer price

exhaust-ed
Your run-down car could
be costing you hundreds
10
  great
staycation
tips
PREMIERE
ISSUE
Feature on pg 15:
Meet Toronto "Save-iours"
C
Contents
15 Feature
Toronto “Save-iours”

D
E
C
E
M
B

8 Trends
5 Daily Deals
E
R
6 Secret Hotels
Lifestyle 2010
20 Dress for
Success I
inter
Stayca
t i o n this w
22 Impulse S
Shopping
Finance
10 Counterfeit
Market
24 26 Car Care
Ki d s
don’t
have
to be
cos tl
y
S
U
E
11 Bundling
23
Vintage vs. Second-hand

Services
12 SPC Cards
13 Samko-Miko
14 Evolution of Coupons
Editorial
No longer should you have to suffer from buyer’s remorse, frugal-
ity is more than the new black — it’s the new way to live.
Consider our featured “save-iours,” they know frugality because
they do it for a living,
The guys at DealTicker consider daily deals “affordable luxuries”
and Gillian Downes, founder of Frugal Fashion Week, actually do-
nated her entire closet to Goodwill and started from the ground
up…frugally of course.
Speaking of which, check out page 24 for a great vintage haven
we uncovered and why it pays to buy used.
From car maintenance to money saving tips for families with lots
of kids, this issue’s got something for everyone.
At FrugalT.O., we trust that there’s a bargain to be found in ev-
erything. We hope you’ll join us on this journey of discovering
what this city has to offer…at a fraction of the price.

W
elcome to our premiere issue of FrugalT.O. Chock full Sincerely,
of investigative pieces and helpful advice on living fru-
gally in Toronto’s concrete jungle.
Now we need to make ourselves clear in that being frugal does
not mean being cheap.
Frugal means being smart with how you spend your money, and
we all know it’s not hard to spend money in Toronto.
Frugal is a declaration of financial comfort and still being able to
maintain the lifestyle that you want.
Frugal is a movement that every student, every parent, every new- Editorial & Art Department
comer lives every day.
Frugal is a movement that any and every Torontonian can be a Patrycja Klucznik
part of.
FrugalT.O. is your one-stop shop for how to live life on a budget, Kimberlee Nancekivell
and believe us, we know a thing or two. You don’t get much more
frugal than four university students living in this big city. Tempta- Kirsten Parucha
tion is everywhere, but have no fear fru-guys and fru-gals, we’re T.O.
here to help. It’s the time of year when sale signs seem to engulf Fiona Persaud
shopping malls, and retailers are pulling out all the stops in order Budget living in the big city
to make the holiday season profitable. [Link]/frugalto/onlinemagazine | frugalto@[Link]

Fru-GAL of the month:

Carolyn Ly
A s a University of Toronto student who
pays her own tuition, Carolyn Ly does not
have change to spare for this holiday season.
Last year, the
same group plus
two other guests
Ly, 21, organized a secret santa with her co- went to a high-
workers at the pool she works at. The group end restaurant
of two guys and three girls decided that a $50 downtown for their holiday party, and drastically over spent.
gift for one person is friendlier to their bud- This year, the group was planning to do a potluck dinner before skating
gets than buying a gift for everyone. until one of Ly’s co-worker bought a daily deal from DealFind for $70 worth
For their holiday party, the group de- of food at Toko Bistro & Bar, a Japanese restaurant on Yonge and Wellesley.
cided to go skating at the Harbour Front The voucher only cost $40.
Centre on Dec. 18 when skating is free “We all love sushi, so that deal was a real steal,” laughed Ly after her
during the DJ Skate Night. rhyme. “I’m really relieved it’ll cost us about $60 altogether for the party.”

4 DECEMBER 2010 | FrugalT.O.

 Trends
The savoir faire for getting
deal-ightful experiences
STORY BY: KIRSTEN PARUCHA

D
aily deal sites have virally made their mark in the city
over the past year, but more importantly, in the wallets of
Torontonians.
As their popularity increases, more and more consumers are
subscribing to these sites. So the question is: are they actually sav-
ing people money, or enticing them to spend more?

How they work

By signing up at no charge, subscribers receive a free daily email

that offers a deal on a product or service in their city at a discount-
ed price. The subscriber usually has 24 hours to purchase the deal
before it expires. These websites include Groupon, Steal the Deal,
DealFind and DealTicker. purchasing the Groupon, she learned the classes weren’t offered in
Toronto, but rather in various locations just outside the city, which
Avoid impulse shopping aren’t easily accessible for her. The voucher cost Islam $30 (a sav-
ings of $45), and it expires on June 10, 2011. She is yet to attend a
The majority of these deals are offered from restaurants, salons, single class, and does not intend to.
spas and local city attractions. One deal was $100 worth of spa ser-
vices at Rhythm Spa for only $25. Since these places can be costly, Smart shopping
discounted prices are aimed to attract consumers who are willing
to spend money on these services but at affordable prices. “Whenever you’re buying anything, you should assess whether
“Today’s pressed economy is likely to lead people to look for sav- it’s worth it relative to your other options in order to help save
ings, especially online,” said David Foot, professor emeritus of eco- money,” Goldfarb said. “Ask yourself if the purchase is worthwhile,
nomics at the University of Toronto and co-author of two bestsell- or if the money can be spent on something more necessary or if it
ing economic books. can be saved.”
However, their combination of advertisements and marketing Since her purchase in June, Islam has bought more deals, but
can easily lure impulse shopping rather than saving. with more caution.
“If it’s someone who’s been looking for a product and they’re get- “Now I read the fine print more closely,” Islam said. “With Grou-
ting it for cheap, then the deals are a great investment,” said Avi pon, you have a full day to purchase so it gives me enough time to
Goldfarb, associate professor of marketing at the University of To- find out how the Groupon works, if it can be used hassle-free and if
ronto. “But if it’s someone who’s just susceptible to buying because its location is accessible. Before I make a purchase, I call the actual
it looks like a great deal and wouldn’t buy it otherwise, then it’s not retailer with any inquiries I may have just to be safe.”
a good investment.” Some daily deal sites allow a full-money refund after a certain
number of days after the purchase.
Spending versus saving
Permanent trend
Nabila Islam, 21, is a subscriber to two daily deal sites, Groupon
and DealFind. She admits she has been susceptible to buying what “Group buying and these online coupons are a trend, but bigger,”
appeared to be a great deal and wasn’t as cautious upon purchas- Goldfarb said. “If people are willing to spend the effort to find these
ing. coupons and companies are willing to take part, then they won’t
“There were times when I hadn’t read the fine print as well as I become obsolete.”
should have and then I ended up disappointed with my purchase,” Foot on the other hand suggests that these sites are only popular
Islam said. amongst the younger generation (specifically people under 35) and
Islam refers to a Groupon she bought this past June for five one- will become obsolete once these customers become older and new
hour classes at DivaGirl Fitness, a women’s only fitness gym. After technology arrives.

[Link]/frugalto/onlinemagazine | DECEMBER 2010 5

 e S e c r e t i s
Th
e H o t e l
in t h
It’s Friday morning and the last day of a
nine-to-five work week. Before the weekend even
begins, Janine Devine already knows she’s in need of
an immediate getaway for some rest and relaxation.

BY: KIRSTEN PARUCHA | PHOTOGRAPHY BY: FIONA PERSAUD

6 DECEMBER 2010 | FrugalT.O.

 S
ince booking a weekend vacation to the Bahamas is
unrealistic on her budget, Devine opts for the next
best thing: booking a secret hotel in the city and
spending the weekend away from her family’s over-crowded
home in Scarborough.
The “secret’”of the secret hotel comes from the fact that
the name and location remains unknown until it has been
booked and paid for online. Devine uses websites that of-
fer discounted rates on some of the best hotels in the city.
These websites include Hotwire and Travelocity and are
partnered with a variety of hotels in cities all over the globe.
“It’s exciting because where you’ll end up is a surprise un-
til the very end,” Devine said. “I think that using online sites
like Hotwire to book hotels is a great way to save money and
utilize time. It’s quick and convenient and these websites
are always looking to offer the best deal.”
According to Joe Blazik, vice-president of Travel College
Canada, secret hotels have been a growing trend for trav-
elers in the last two years. In his opinion, as travelers get
more experience with these websites, secret hotels will
evolve from a trend to a staple in discount travelling.
Blazik and Devine have both used Hotwire on several oc-
casions. Blazik advises to book at least two to three days
prior to get the best rates, whereas Devine usually books
the day of her stay.
Devine’s most recent stay was at the One King West Hotel
& Residences in Toronto. She paid $99 plus HST for her one-
night stay with her boyfriend in the lavish hotel located in
the Financial District, normally a $159 room per night for
one bed.
“The best services I’ve ever gotten were at One King
West,” Devine said. “Upon arrival, we were upgraded to a
room that had more amenities than the one we originally
booked. The new room had a stovetop, fridge, washer, dryer
and an office space, all with amazing views. I was blown
away.”
Lindsay Olender of Brooklin, Ontario has also used Hot-
wire to book hotels for her getaways. She has stayed in se-
cret hotels in cities such as Las Vegas and Los Angeles.
Olender, 28, said that a downfall to booking secret hotels is
the inability to specify the exact location of the hotel in the
city you’re visiting.
“Sometimes it’s difficult knowing exactly where you’re go-
ing to end up, so it could be risky,” Olender said. “The ho-
tel may not be close to the city’s tourist attractions, which
wouldn’t be convenient.”
To get a particular location in the city, Blazik says to in-
clude the postal code in the search criterion to narrow down
the options and the location of the hotel.
“If the city has major attractions or if you have a specific
location where you want to stay, research the hotels in that
area and use the postal code to narrow your search. Other-
wise it’s too general, the outcome of the hotel is too broad,”
Blazik said.
Secret hotels are targeted to travelers who are looking
to stay at four-star hotels without having to pay four-star
prices, something to keep in mind as the holiday approach-
es and budgets get tighter. For those who have family or
friends coming to visit over the holidays, or for those ex-
pecting to book a last minute vacation, secret hotels are the
best way to get discounted rates, said Blazik.

[Link]/frugalto/onlinemagazine | DECEMBER 2010 7

Wish you were here?

Well you already are...

STORY & PHOTOGRAPHY BY: FIONA PERSAUD
As shoppers scurry about the malls amid the consumer chaos and gloomy and end date, much like a vacation abroad.
December weather, it’s no wonder an average of 1.5 million Canadians head Wixon, who is writer and columnist for the Dallas Morning News, has
south every winter, but a large number are opting to stay local. three sons ages two, five and eight. He said since having children he and his
A 2010 survey commissioned by Frito Lay Canada revealed that more wife have made most of their vacations a staycation.
than half of Canadians say they cannot afford a vacation, while a recent “It can be so difficult traveling with kids,” said Wixon describing the
BMO spending study found that Canadians laser-like stares passengers would give when
are more than twice as likely to spend mon-
ey on a vacation close to home (43 per cent)
“The city has more he boarded a plane with his children. He said
it was as if they were telepathically trying to
than take a trip abroad (17 per cent).
The local choice has become so prevalent
swagger, more of a deter him from sitting in the adjoining seat.
In his book, Wixon said cleaning the house
that the term “staycation”, vacationing in
one’s own city, was included in the latest
sense of its own self and taking care of minor tasks before a stayca-
tion begins is crucial to making sure there is no
edition of the Oxford English Dictionary.
According to Matt Wixon, author of The
and more confidence” distraction from the daily planned activities.
Although planning may seem contradictory
Great American Staycation: How to make to what is meant to be a relaxing time, Wixon
vacation at home fun for the whole family (and your wallet), vacationing at said it is important to do so.
home can be just as enjoyable as a conventional holiday if it is approached “If you’re going to Paris you would do the same thing,” Wixon said. “If you
the right way. don’t plan, you take the risk of things like tickets being sold out or attrac-
“You have to create the space,” said Wixon, in an interview. He explained tions being closed.”
that in order to have a worthwhile local holiday, there needs to be a start For Toronto blogger and small business owner Karyn Valino, having a

8 DECEMBER 2010 | FrugalT.O.

staycation means doing things she normally would not do all in one week.
Valino, who writes a do-it-yourself blog where she displays her projects
and ideas, explained having recently made the decision to have a local vaca-
tion with her boyfriend.
“There is something relaxing about being at home on staycation and be-
ing in your own space and your own bed,” said Valino, who owns a sewing
workshop in Parkdale.
She said vacationing at home is great because there is less pressure to
see and do everything, mainly because there is less money invested in the
experience.
During her time off, Valino said she dined at various restaurants she had
not yet tried. She even treated herself to a little shopping, something she
does not do often since she makes her own clothing.
“One of the big things for me as a small business owner is supporting the
local economy,” Valino said. “I feel good about doing that. I know the com-

10 Staycation Tips
munity I am supporting.”
According to Andrew Weir, vice-president of communications for Tour-
ism Toronto, support for the local economy this time of year is important
because tourist visits in the city are not as high. He said businesses offer

1 Spend a night away from the homestead. Book

a lot during the holiday season to help staycationers rediscover their city.
“We are fortunate to have such a depth of urban experiences here,” Weir
said. a night at a secret hotel and enjoy having
He said people are aware of the concept of staycations now more than someone else make your bed.
ever because of the economic downturn and that many are likely to stay

2 Take a mini road trip to an unfamiliar mall

home and save money for a more ambitious trip in the future.
Staying local also tends to have a hassle-free bonus as well.
and splurge on a “souvenir.”
“Rather than go through the trouble of airports, packing and customs, it’s

3
much easier to hop on the subway and stay at a great city hotel and indulge
in the various local activities,” Weir said. Use the daily deal voucher you’ve had for so
According to Weir, Toronto also seems to have found itself. Residents long. If you don’t have one yet, then purchase
have taken note of the tourists that visit and they are starting to ask what one!
the appeal is.

4Have a meal at a restaurant you’ve always

“The city has more swagger, more of a sense of its own self, and more
confidence of its place in the world,” Weir said.
wanted, either by yourself or with company.

Frugal Vocab 5 Take advantage of a Toronto Public Library

MAP pass. Most are free and good for t wo
adults and t wo children.

6
Staycation: Turn off your cell phone, laptop and anything
else electronic. Disconnect, and enjoy some
A holiday spent in one’s “me” time.
home country rather than
abroad, or one spent at
home and involving day
7 Have a girls or boys night in, and make BYOB
for each guest mandatory.

8lastSnap
trips to local attractions. staycation photos and post them on
Facebook, Twitter, Flickr, etc. (but not for the
Origin early 21st t wo tips).
century: blend of stay and
vacation 9Play “adult” games with your significant other.
Don’t be shy, it’s staycation time.

10
-Oxford English For a “natural” staycation, send the kids
Dictionary to grandma’s place, and spend your entire
vacation naked.
[Link]/frugalto/onlinemagazine | DECEMBER 2010 9
Finance
Knock it off Toronto’s counterfeit market:
who it hurts and why it’s thriving anyway
STORY & PHOTOGRAPHY BY: KIMBERLEE NANCEKIVELL

S
aving money is something that is met with few objections, but is counterfeiting laws as aggressively as the RCMP. Enforcement in Toronto
there a point where cheap is too cheap? relies on tips, and the divisions involved decide if they have the resources
As it turns out, Toronto has a market that has average citizens to take on the case.
breaking the law to save a few dollars, and it’s far from underground. “Where would the public rather the officers be - out fighting gun crime,
“It’s against the law to have in your possession any kind of counterfeit or DVDs?” Whalen said.
good,” said Det. Robert Whalen who was involved in 55 Division’s latest Brian Isaac, chair of the Canadian Anti-Counterfeiting Network (CACN)
counterfeit bust in October. “Counterfeits are very prevalent in Toronto and a lawyer at the Toronto office of Canada’s biggest intellectual property
though. You can probably purchase a counterfeit product at almost any firm, Smart and Biggar, says even if the enforcement of counterfeiting laws
store in the GTA.” was of a higher priority in Toronto, the laws themselves are lacking.
Whalen says flea markets and “mom and pop stores” in general are “The laws that we have are very much outdated,” said Isaac, pointing out
known for counterfeit goods, but some particular locations have gained that many of them were made before the Internet existed.
notoriety over the years. According to Isaac, Canada’s current counterfeiting laws allow for peo-
“Pacific Mall has been a counterfeit hotspot for 10 or 15 years,” Whalen ple to get away with something he calls contributory infringement. A flea
said. market owner, for example, could receive

“Where would the public

Jatique Martins, 22, is a regular money from vendors selling counterfeit
at the large Asian mall, visiting it goods without facing any consequences.
about once a week.
“Why wouldn’t you go there?”
rather the officers be — out Parliament is taking a step toward ad-
dressing the implications of the Internet
said Martins, who openly admits fighting gun crime, or DVDs?” as well as contributory infringement
that, laws or not, the savings from with Bill C-32, but Isaac recommends
buying counterfeit are too good to that penalties be adjusted as well. He
stop. says they are too lenient and contribute to the growing demand for the
“It’s 80 per cent cheaper than going anywhere else for phone parts and goods, which in turn encourages the suppliers.
electronics, and they can fix anything for about 20 bucks,” Martins said. “We tend to have a society that doesn’t view this as a particularly bad of-
He also visits the mall to buy DVDs, Toronto’s most popular counterfeit fence or bad thing to do,” Isaac said. “You’re fostering a black market situa-
good according to Whalen, but the selection has gone down in the wake of tion and you’re talking about manufacturers who are manufacturing things
a series of raids. in atrocious conditions for their employees, and who don’t care about the
“They sort of move locations, depending,” Whalen said. “Right now consumers.”
if you were to go to the Oriental Centre, they’re out readily on display Isaac says buying counterfeit goods takes billions of dollars away from
there.” the legitimate economy each year.
According to Whalen, Toronto police do not have the resources to enforce “This is not a victimless crime,” he said.

“Fake” facts about DVDs

1 The movie is usually on a recordable DVD

2 The cover artwork is photocopied or low-quality

3 They’re sold at a major discount at unofficial retailers

10 DECEMBER 2010 | FrugalT.O.

 All bundled up
Experts and consumers weigh in on tying the knot with your service provider

STORY & PHOTOGRAPHY BY: PATRYCJA KLUCZNIK

T
o bundle or not to bundle? That is the question. The answer, by Zapalac has bounced around from other service providers but said that
popular demand, seems to be yes. Even the dark under belly of the Rogers bundle he currently subscribes to offers him the biggest bang
being caught in a contract doesn’t eliminate the money saving for his buck. His average bill comes to about $300, with what he says con-
benefits of this tricky marketing phenomenon. tains an average savings of 15 per cent.
Bundling is the act of combining services such as a landline phone, Inter- Zapalac’s mindset goes against some of the consumer behaviour that
net, cable and cell phone into one bill. In this case, the consumer buys and Soman explained. Although consumer laziness plays a role in the success
uses several of these services from one company, thus combining not only of bundling, Zapalac is not one of those lazy consumers. He said that he
the bill but the customer service experience. would switch providers if they offered him a better deal, and he refuses to
Dilip Soman, professor at the University of Toronto’s Rotman School of pay for something he doesn’t really use.
Management and expert in consumer behaviour, shared insight into the Although Soman sees bundling as a sort of marketing ploy, he also
phenomenon of the one-stop shopping bill that constitutes bundling and doesn’t consider it a disadvantage from the consumer end.
praises the simplicity. “At the end of the day, it’s not just short-term simplicity. It’s long-term
“Bundling does get people to buy things that they otherwise wouldn’t,” simplicity in terms of paying bills,” Soman said.
he said. “From a consumer psychology perspective, I think the story is dif- Rogers’ bundling strategies are called “Better Choice Bundles.” The web-
ferent. Bundling makes it a lot simpler for people, so all of the hassle, deal- site offers a neat little calculator that shows you savings in real time as you
ing with five different service providers, that’s gone. Psychologists gener- pick and choose which components to include in a bundle. Rogers claims
ally agree that bundling works.” that bundling two services with them will save 5 per cent, bundling three
George Zapalac, a 44-year-old construction worker and home owner services will save 10 per cent, and bundling four, the way Zapalac is do-
who’s been bundling his services with Rogers for three years, agrees with ing, will save up to 15 per cent. However, Rogers’ terms and conditions for
the simplicity of bundling. However, money plays a larger role for him. the bundling deals include locking yourself into a two-year contract and
“If I can save a dollar, I will save a dollar,” Zapalac said. “If I can pick up a include an early cancellation fee if you choose to cancel one of the qualified
phone and save a dollar, I will.” services.

[Link]/frugalto/onlinemagazine | DECEMBER 2010 11

 SPC Cards: the golden
ticket for student savings
STORY & PHOTOGRAPHY BY: KIRSTEN PARUCHA

A iden Haw wasn’t a loyal Swiss Chalet customer until she learned her
quarter chicken dinner could be accompanied by a free side of six
perogies just by showing her Student Price Card.
“I like Swiss Chalet, but I didn’t go very often,” said Haw, 23, a Lakehead
University student. “Now I do because I can get a starter with my meal. It’s
an incentive, it’s like two for the price of one.”
A choice of a free side of perogies, soup or salad with any entrée at Swiss
Chalet is only one of the many deals available with the SPC Card, a Cana-
dian student discount card that offers a 10 to 15 per cent discount or more
at various retailers across the country.
The 2010-2011 card, became valid on Aug. 1, added over a dozen new re-
tailers including American Eagle Outfitters, Costa Blanca, Danier and The
Body Shop.
The card is a valuable asset for students because it allows them to save
money at stores they already shop at, said Nicholas Bianchi, director of
sales & loyalty marketing for SPC Ltd.
The card can be purchased online or in stores for $9 and must be reg-
istered before use. It expires every year on July 31 and is usable by any
student, regardless of age, as long as they have a valid student ID.
Students who frequently use the card save an average of $100 to $200 per
year – a sound investment for a small price, according to Bianchi.
There are currently over 935,000 SPC Card members in Canada, a 30 per
cent increase over last year.
“Last year, we only had 700,000 members and we were hoping for only a
10 per cent increase with this year’s card,” Bianchi said. “The high increase
is because of the additional number of retailers offering discounts and the
additional number of stores who sell the card.”
There are currently 120,000 members in Toronto, SPC’s first and largest
market. Most popular SPC stores:
Eden Spodek of Toronto has used the discount card on several occasions
to save money on clothes for her sons, ages 12 and 15. She agrees the price
of the card is worth it.
“It easily paid for itself three or four times over,” Spodek said.
Spodek bought the card for her eldest son while she was buying items for
him at Sport Chek and when he needed a suit from Tip Top Tailors. He also
uses it at various fast food restaurants.
“If you’re going to frequent the stores often, then it’s a good deal,” Spodek
said. “To buy it because you may use it, but not often, isn’t a good idea be-
cause it can be easily forgotten at the time of purchasing.”
According to Bianchi, the SPC card has no direct competitors, and follow-
ing its success this year, the company is optimistic for the 2011-2012 card.
“I don’t think we have a main competition, at least not one that’s on a na-
tional level with a program exactly like ours and that functions like ours,”
Bianchi said. “There are various local programs, but realistically we don’t
have a direct competition.”
By next year, SPC Ltd. hopes to expand by increasing the number of re-
tailers offering discounts, the number of locations selling the card, increas-
ing promotion of the SPC BMO MasterCard and by releasing new products
that are not yet allowed to be discussed.

12 DECEMBER 2010 | FrugalT.O.

 In the land of Samko-Miko
Minimal selection at Canada’s largest toy warehouse,
as it re-opens just in time for the holiday season
STORY & PHOTOGRAPHY BY: KIRSTEN PARUCHA

I n the west-end of Toronto is a warehouse filled with toys for boys and
girls of all ages. Inside are busy workers arranging large piles of toys
into tall towers, ready for easy grabbing. As soon as the warehouse doors
Tracey B., a Samko-Miko customer and mother of a four-year-old son as
she shopped amongst the books section of the warehouse. “But compared
to Toys “R” Us, or even Walmart, the prices are better.”
open, big red bags are eagerly filled until they’re almost bursting at the “It’s more geared toward younger kids, as opposed to a store like Walmart,
seams. so we’re mostly shopping for my three-year-old child,” said Martin Bass, a
But those red bags don’t belong to Santa Claus, and they aren’t being Samko-Miko customer and father of two who held a bag half-full of toys.
filled by his elves. They belong to bargain hunters shopping at Samko-Miko “The selection is a little less, it’s a little limited,” said Neller. “But for the
Toy Warehouse. prices that you’re going to get, you’re still getting a great deal. If you’re
Located in Etobicoke, the large toy store claims to house “thousands of looking for something specific, you’re probably not going to find it.”
brand name toys and books at the lowest prices in Canada,” as indicated on Samko-Miko has been in business for 35 years, and the customers I spoke
their website. The warehouse is only opened three times a year, and for this to are all Samko-Miko veteran shoppers, and already know that whatever is
holiday season, they’ll be opened until Dec. 24. available during their visit won’t be the newest toys on the market.
“Christmas is very expensive, so I’m here now to do my shopping before “If there’s leftover inventory at Mattel, and they want to get rid of it, then
it gets too late,” said Kim Neller, a Samko-Miko customer and mother of two they give us a call and we’ll try and put it on our shelves,” said Brad Dit-
children. “There’s a lot in one place and it’s cheaper. I save at least half of tmere, sales manager and buyer for Samko-Miko. “We’re in the closeout
what I’d spend anywhere else.” business, so we never offer the latest. The toys are usually a year or two
The warehouse is divided into three main sections: crafts, books and toys old. The Barbie doll that came out last year will most likely be the Barbie
The toy section is divided by age and gender. doll we’ll be selling.”
While visiting the warehouse, I asked shoppers what they thought about The company, which has four other locations in Ontario, doesn’t adver-
the giant toy warehouse. The general consensus was that it saves them tise that they offer the newest toys, but instead, that they have low prices
money, but they might not find the latest and most popular items on their on quality toys.
kids’ wish lists. “We’re honest,” said Dittmere. “We only sell brand names. We supply our
“The selection is limited unless you know what you’re looking for,” said customers with very good service, and good products at terrific prices.”

[Link]/frugalto/onlinemagazine | DECEMBER 2010 13

 “SAVE $15 A MONTH”
FOR A LIMITED TIME ONLY:
READ HOW COUPONS HAVE EVOLVED FROM
NEWSPAPER CLIPPINGS TO SMARTPHONE APPS
STORY BY: PATRYCJA KLUCZNIK

M arcy Berg has just run out of dish soap.

Perfect timing, since she’s on her way to the store to pick
up some paper towel that’s on sale for $2.99. She rummages through
Where to find
a drawer until she finds what she’s looking for: 50 cents disguised as a
square piece of paper that will add to the $15 to $25 a month she usu-
ally saves using coupons.
the best coupons:
Berg, a 52-year-old mortgage broker, is an avid coupon user and has
been since she was a stay-at-home mom to her two kids.
“I just started to shop for deals, and I clip coupons to try to save ev-
ery penny that we can because I have a household budget,” Berg said.
“The more I can save, the more I can spend on myself.”
Berg sounds like a marketer’s dream, and that’s exactly the way the
direct marketing industry is heading now. According to Janice Drown,
a 30-year veteran in this industry, the consumer wants and expects
the best value when they make buying decisions, and many look for
incentives to help them decide where to shop.
Frank Turner, vice-president of sales for Valassis Canada, a com-
pany that deals with distribution of coupons for consumer-packaged
goods, as well as president of the Coupon Industry Association of
Canada, had promising insight to the growth of coupons.
“There’s more of a couponing mentality [in the U.S.],” Turner said.
“It’s almost like a culture, whereby they are so used to looking for
coupons, like in their Sunday newspapers, that it’s sort of engrained
in them.”
As of the end of 2008, 4.7 billion coupons were distributed in Canada
and the U.S., most of which are called “free-standing inserts,” such as
the ones you tear out of the newspaper.
Although it seems that everything is digitized now, coupons are
slow to take that approach.
“In Canada, three-quarters of coupons being distributed by con-
sumer-packaged goods companies are through free-standing inserts,”
Turner said. “Up until the end of 2008, the ‘other’ segment, which
would include Internet-based couponing, is only 4 per cent.”
“Coupons are really mini billboards,” Drown said. “They create
awareness. Many offer incentives, and some just information, but they
do connect consumers with advertisers.”
“Historically, when the economy is poor, that’s when consumers are
most interested in coupons,” Berg said. “People’s relationship with
money is weird, and that’s what it comes down to. Spending habits are
out of control; people are living with so much debt, it’s crazy.”

14 DECEMBER 2010 | FrugalT.O.

[Link]/frugalto/onlinemagazine | DECEMBER 2010 15
 It’s time for a
STORY AND PHOTGRAPHY BY:
KIRSTEN PARUCHA

Three seconds go by. Tick tick tick. There are 23 hours, 59 minutes and 57
seconds left to buy the daily deal. Tick tick tick… Three more seconds.
After an hour has elapsed, 10 customers have purchased the deal reaching
its needed quota. The deal is on.
As the clock races down, Daniel Abramov and Julian Gleizer are in their of-
fices in uptown Toronto managing their staff who are supervising the increas-

T.O. ing number of deals being bought from their website, [Link].
Founded this year, DealTicker is one of this city’s most popular and growing
daily deal sites.
Budget living in the big city Each day, 365 days of the year, DealTicker offers their customers a pro-
motional deal at an exceptionally discounted price. Example: $29.95 for a
one-year subscription to The Hockey News magazine, a discount of 79% and
a savings of $109.39.
The Toronto-based company spoke with FrugalT.O. about why it is a grow-
ing resource for Torontonians looking to save money on “affordable luxuries”
in the city.
“People are always going to go out and spend money, but with these deals
they’re saving instead of actually spending,” said Gleizer, co-founder and
CEO of DealTicker.
Gleizer suggests that people who spend a lot of money on a common ser-
vice such as getting a hair cut, wash and style can buy a deal that offers the
same package at a much cheaper rate from a reputable hair salon.
“The deals we offer are luxuries that are now affordable, so now they’re
affordable luxuries,” said Abramov, co-founder and president of DealTicker.
The establishment of DealTicker was a mutual decision by the friends of
eight years, in hopes to create a company that provides service to both the
partnered businesses and their customers. They currently offer deals in 15
other cities/regions in Canada.
“Daniel and I came to the conclusion that it would be better to bring custom-
ers to the business and not have the business borrow from a financial institu-
tion in order to have money to spend on marketing campaigns,” Gleizer said.
“Instead, we promote the businesses with DealTicker free of charge and they
receive a large amount of new customers.”
This method of business is what Abramov calls the “reverse model.” By
being the middle man, DealTicker is allowing the businesses partnered with
them to promote themselves by offering customers a customized deal that
can be bought within 24 hours. By having a time restriction, it creates an

16 DECEMBER 2010 | FrugalT.O.

r a deal...
incentive for the customer to purchase the deal immediately, allowing a large
volume of clientele for the business in a short amount of time. In return, Deal- U of T students can
Ticker receives a certain percentage from each deal made.
One of DealTicker’s most successful daily deals was a $22 package that receive five DealTicker
included a manicure, pedicure and a choice of a 60-minute facial or a 60-min-
ute massage at one of three Canadian Aesthetics Academy locations. That dollars by emailing
Nov. 3 deal secured over 2,100 purchases.
“Our deals are irresistible to the customer,” Gleizer said. “Our terms and support@[Link], and
conditions are more favourable and our customer service is next to none. We
strive to keep our customers satisfied. At the end of the day, the bottom line registering with DealTicker.
is our deals are better than the rest.”
Both Abramov, 29, and Gleizer, 35, said that the founding of DealTicker Students can use the money
came at a prime time because of the growing trend of online consumerism.
“We believe right now the market is ripe for e-commerce which is con- to purchase any daily deal.
tinually growing,” Abramov said. “The online market is always accepting new
ventures and new companies, so more people are willing to shop online than All students need is a valid
in stores.”
“Recession plays a vital role,” Gleizer added. “When there’s a recession it utoronto email.
affects both parties: the consumer and the business. So by partnering with
us, we’re typically saving the customer on the service or product that they’re
purchasing as well as helping the business increase their clientele at the
same time.”
When considering making a deal, specifically in terms of Toronto, Deal-
Ticker seeks to target areas all over the city and the GTA in order to ensure
that people from all corners of the city are included. As they grow more popu-
lar, businesses approach them in hopes to be featured in a daily deal. At the
time of the interview, DealTicker had secured a daily deal for the upcoming
three months.
“We have had an overwhelming result of feedback from customers and
businesses telling us that we have an excellent service,” Gleizer said. “Most
typically the customers are students who have to save money for living ex-
penses and tuition; they are able to afford our deals which they wouldn’t typi-
cally be able to afford otherwise.”
As the city and country recover from recession, DealTicker claims that sav-
ing money is still a valuable lifestyle choice, no matter who you are.
“Daily deals opens a whole new avenue for the consumer,” Abramov said.
“Toronto is very segmented in terms of class statutes, so with these daily
deals, everyone from each level of income is able to afford whatever the deal
is. At the same time we cater to the individuals who have disposable income
and want to try something new. People always says there’s a hidden gem in
every area, we try to take the hidden away.”
DealTicker currently caters to Toronto and the GTA. They are currently
working to expand the company to the United States by early 2011.

[Link]/frugalto/onlinemagazine | DECEMBER 2010 17

 Gillian Downes, founder of
Toronto’s Frugal Fashion Week
talked with FrugalT.O. about
why saving money is fashionable

Frugal
Fashionista BY: PATRYCJA KLUCZNIK

T
he baby of the Toronto fashion festivals, Frugal Fashion Week completely on its ticket sales, which, according to Gillian, makes every
is turning three next year, and founder Gillian Downes is guest a part of their family. FFW accepts product sponsorships as well,
already busy organizing the 2011 festivities. Although FFW so guests may expect goodies handed out at various frugal events. One
a week-long event in July, it actually begins in January with “Icon,” a ticket to FFW 2010 cost $35 and gave red-carpet access to every major
fundraiser highlighting the top female fashion designers in Toronto. event held on each of the four days of the festival.
It then continues with one fundraiser a month held in different stores Furthermore, FFW has partnered with fashion charities to raise
across the city, as part of the “Who, What, Wear, When, Why” portion of awareness and funds, last year a portion of the profits when to a charity
the festival. called Windfall. This year, FFW is partnering with Goodwill.
Catching up a bit with Downes wasn’t easy, but the former publicist “Windfall to me was until recently one of the only fashion charities; I
and journalist, turned full-time frugalista took time to share why frugal say fashion because they actually provide clothing to people at risk and
may be here to stay and why frugal fashion is important. its only new clothing, which is key. Windfall accepts donations of brand
“Frugal Fashion Week was started to encourage people to support new clothing and they will distribute it the same way,” Downes said.
their local retailers,” Downes explained. She praised the charity for their great endeavours and the fact that
“We started during a down economy and saw a lot of businesses clos- they ahve filled the niche of being a fashion charity
ing.. I just thought it would be nice if someone would encourage Toronto- “[Windfall] understood that frugal is not about poverty per say. When
nians to just stay in the city and stop heading to the States when there’s the recession hit, things just went way downhill and people still wanted
a sale or the dollar’s on par, and actually support their local retailers.” to shop and they wanted to afford things, and that’s exactly what Wind-
FFW encourages support of local designers and retailers by combining fall was about,” Downes said.
shopping with things such as fashion shows and art installations. This Is the frugal fashion founder frugal herself? She is, but Downes said
past year, FFW teamed up with the Bata Shoe Museum and held a gala she didn’t become so on purpose. Due to the not-for-profit nature of
and fashion show there. Gillian explained that it encourages Toronto- FFW, initially Downes was paying for a lot of it out of her own pocket.
nians to come out and check out cultural spots along with a great shop- Strapped for cash, she also conducted her own experiment whereby
ping experience. The last day of FFW is traditionally a shopping party she donated her entire wardrobe to Goodwill, and decided to rebuild it
held at a boutique that FFW chooses. frugally. Downes said it taught her how to watch her spending knowing
“It’s the wind-down. Everyone’s been partying for the last three days she only had a certain dollar amount to spend.
so the fourth day we just say ‘you know, this is the day you’ve got to As for the future of FFW, Downes is taking it one year at a time.
come out, you’ve got to bring your wallets and you have to shop at this “Our team [at FFW] would more likely read the business papers
store. We choose the store without any reason, sometimes the stores rather than the fashion magazines. We might pull it if there’s no need for
find us,” Downes explained. us, if the economy starts ballooning and doing amazing. But so far we’re
More than just a fun way to show off local talent, FFW has a phil- seeing that maybe Canadians really are frugal people,” Downes said.
anthropic side as well. It’s a not-for-profit organization that relies Frugal Fashion Week 2011 will be held from July 21-24.

18 DECEMBER 2010 | FrugalT.O.

 Here comes
the frugal bride
Judy Cormier (top) and Darsi Pizzolato (bottom) are the
creators of Frugal Bride, a Canadian online wedding magazine
dedicated to getting value out of every wedding expense

BY: PATRYCJA KLUCZNIK

B
ridezillas rejoice. The most stressful day of your life has become going on in the industry,” Cormier explained.
a little easier. Pizzolato, a single mom of two, says frugality is a big part of her daily life
Enter the Frugal Bride team: Judy Cormier and Darsi Pizzolato. as well.
Frugal Bride is a Canadian online magazine dedicated to saving money Ironically, Cormier doesn’t practise frugality and said she isn’t very good
while planning a wedding. at it.
“Frugal doesn’t mean cheap,” Pizzolato explained. “Cheap means cheap. “Let me reword that; I attempt to, and sometimes I’m successful and oth-
Frugal means not being frivolous with money.” er times I’m not,” Cormier giggled.
The duo, who have been friends for 33 years, are experts in the wedding Pizzolato also expressed the importance of the time of year in terms of
industry. Cormier is a wedding photographer and Pizzolato is a former the duo’s frugality in their daily lives. Winters are tough for the wedding
wedding co-ordinator. Both consider Frugal Bride a full-time job. industry, whereas summer time business is usually booming.
“Our thing is that if you do everything on “When the money’s not there, you get
the frugal side, then it becomes a cheap wed-
ding,” Pizzolato said. “Take what’s not impor-
“Frugal means not frugal,” Cormier explained. “In this econ-
omy, like right now, I have to be careful
tant to you, like maybe you don’t care about
the cake or the flowers, go less on that,” being frivolous how I spend my money.”
With over 200,000 unique visitors a

with money”
Cormier explained that a lot of the content month to their site and a facelift come
on the site over the years has been contrib- January, the two friends aren’t leaving
uted by vendors that offer helpful advice for the Canadian wedding scene anytime
a frugal wedding. The brides themselves are soon.
also big contributors in an online forum called Babbling Brides, On the brink of their 11th anniversary, Pizzolato and Cormier are re-
“Our site gives the brides the information they need and a place to start,” vamping their site as well as their logo in January by hiring a designer to
said Pizzolato. “Because you’re getting married and likely it’s the only time change up their online image.
you’ve ever done it, and you really have no clue.” Pizzolato jokingly gave a guarantee to future frugal brides.
Cormier suggested that it helps brides interact with people who are in “Just in case it doesn’t work, I’m going to save you some money.”
the same frame of mind as them when it comes to the importance of their
weddings.
The ladies are also adamant on attending weddings regularly Check out a video of the Frugal Bride
“We always believed, even from the beginning, that in order to run a wed-
ding website, you have to be in the trenches and be there and know what’s ladies by visiting us online

[Link]/frugalto/onlinemagazine | DECEMBER 2010 19

Lifestyle
Fashion Godmothers
Program helps jump start women into the career world

STORY & PHOTOGRAPHY BY: PATRYCJA KLUCZNIK

T here are big things brewing for the fashion godmothers of Canadian
women looking to begin their career.
On a quiet residential street, a little ways away from the lights and traffic
with high heels, displays of scarves and handbags and a tower of shelves
crammed with cosmetics.
As the volunteer orientation session began, Wahba described the history
of the busy intersection of Bloor Street West and Spadina Avenue, lies The and foundation of Dress for Success, a charity organization that provides
Walmer Centre, headquarters for Dress For Success. Hesitantly, I opened second-hand suits for women seeking professional attire for job interviews
up the door and gingerly stepped inside. A friendly voice, later to be dis- and new employment. Clients are referred to Dress for Success by employ-
covered a potential volunteer Jay-Jay Realin, asked, “Are you here for the ment agencies and come in to pick out two full outfits for job interviews.
Dress for Success volunteer session?” With a smile and nod, I climbed the Once the client is hired for a job, they come back and pick out five more
three flights of stairs to be met by a woman with black curly hair wearing complete outfits to start them off on their new career. The Toronto chapter
four-inch black platform pumps. is one of three in Canada, and is over a year-and-a-half old.
Shahira Wahba, the volunteer program manager for the Toronto chap- “We’re getting more clients, which if you really think about it, is an unfor-
ter of Dress for Success, invited me in. Inside stood racks and racks of tunate thing because there are more people who are struggling to find em-
dresses from labels such as Zara and Jacob, rows and rows of shelves filled ployment,” Wahba said. “But the great thing about the program developing

20 DECEMBER 2010 | FrugalT.O.

is that we can do more for them.” “I’ve had people come from out of town, two to three hours away because
Dress For Sucess is improving on several features in the program in the they really wanted to help a cause they knew would be beneficial; they
new year, including streamlining the way clients are taken care of. Instead didn’t just want to toss their donations into the Goodwill box,” Wahba ex-
of drop-in times, clients will be seen on an appointment basis. This ensures plained.
that the clients receive the attention they deserve and that there are enough Dress for Success not only helps clients through tough unemployment
volunteers on hand to help out. Further expansions include the Dress Re- periods, they also act as a form of therapy.
hearsal program, which acts as preparation for job interviews. Clients wear “Sadly, but a lot of the time, people come in who had a loved one pass
their new suits and meet with industry professionals who perform mock away, who had a beautiful wardrobe with professional attire and they just
interviews with them and discuss their strengths and weaknesses. weren’t ready to part with it,” Wahba said. “So they donate their loved one’s
Sitting in a room full of volunteer hopefuls, with styles ranging from clothes to us, and it’s really more than clothes, it’s someone wanting those
casual hipster-chic college kids to dressy office clothes to live on and to benefit someone else.”

“I just want to
attire-clad 30-something year olds, to retirees Realin, a fashion marketing graduate who’s
snuggled up in sweaters and coats, the hour-long currently working towards a community ser-

volunteer my
presentation flew by. vice certificate at George Brown College, de-
Wahba explained how the program worked, in- scribed why he was also attending the volun-
cluding the golden “Five steps to success.” She teer session.
also talked about the original charity organiza-
tion created by founder Jessica Roelink called
time and help “I just want to volunteer my time and help
the community,” Realin said.
Dress Your Best, which still runs as a men’s and
children’s charity. Dress For Success is strictly
the community” Realin explained that he was most interested
in the men’s aspect of the program, Dress Your
for women. Best, which Wahba explained is in desperate
“As the program developed, we’ve really learned what our clients need. need of volunteers.
Giving people clothes is not enough, we need to do more,” Wabba said. She Long-time volunteer, Alexis Dobranowski, described her volunteer expe-
also said that every client helped is another working professional contrib- rience as a family affair. Although Dobranowski wasn’t at the meeting, she
uting to a healthier economy and stronger community. said she is a regular there.
In terms of clothing, Wahba is always amazed at the number of donations “My sister, Michelle was going through a bit of a rough time and we both
coming in weekly to the program. Although Dress for Success holds annual thought that volunteering may take her mind off things,” said Dobranowski
corporate clothing drives, Wahba said that most of the donations still come about why she and her sister first started volunteering. “We loved it so
from the public. much that our little sister Sarah started coming with us too.”

[Link]/frugalto/onlinemagazine | DECEMBER 2010 21

The end of impulse shopping
STORY & PHOTOGRAPHY BY: FIONA PERSAUD

A
t the ritzy designer label stores in Yorkdale Mall, there is a
new ambiance in the air, one with the tone of frugality.
“It’s not that I’m cheap, it’s that I work too hard for my mon-
ey to blow it away,” said John Rizzo. “I’d rather put in a little bit more
effort and find myself a good deal.”
A study released earlier this year by advertising agency Bensimon
Byrne suggests that Rizzo, 34, is not the only one who will take an extra
step to save. The report said that although many Canadians believe the
recession is over, it has left a lasting impact on their spending habits. It
said that 90 per cent of Canadians say that they are doing more bargain
hunting and less impulse shopping than they were a year ago.
“People are shopping less because they don’t want to take unneces-
sary risks at this time,” said Rizzo, a self-proclaimed bargain hunter and
body shop manager in Toronto’s West end.
The global economic downturn raised unemployment rates and cut
down disposable income, which forced many Canadians to reassess the
way they shop. According to the study, people of all demographics and
levels of economic security, with the exception of those earning above
$150,000 annually, report eating at home more and buying fewer brand
name products.
“This is 1993 and 1994 all over again,” said John Wright, senior vice-
president of public affairs at market research company Ipsos Reid.
He said that in the early ‘90s, consumers also buckled down on their
spending during unsteady economic times. Wright did however, take
note of a major difference this time around.
“This time consumers have a leg up. Now that they have the Internet,
they can search for deals,” said Wright noting the growing use of online
last minute flight deals and daily discount websites that offer one-day
sales on various products and services.
A study by Ipsos Reid on the Great Recession showed that by mid-
2009, 70 per cent of all consumers had cut household spending and con-
sequently began to save.
According to Wright, frugality is not only trendy, it is also smart.
“If I’m going to save a few bucks just by going to the movies on a Tues-
day night compared to a Wednesday night, why wouldn’t I?” said Rizzo
who admitted he enjoys the feeling of accomplishment he gets when he
pays less for something.
Lydia Zorn of Insignia Marketing Research Inc. said people have be-
come more open to talking about getting things done for less.
“There are more and more people saying, ‘I am cheap’ or ‘I am frugal,’
and really feeling good about it,” said Zorn who noted that these types of
consumers are sticking to their shopping lists. “People will not go down
certain aisles,” Zorn said. “They are very disciplined.”
It appears, however, that consumers, while spending less, are not sac-
rificing quality in the name of savings.
“Consumers won’t pay full price unless there is an enormous amount
of quality,” said Wright explaining that it is not uncommon for a con-
sumer to spend a lot of money on a new pair of shoes, but chances are
they will be the only pair they purchase that season.
According to Zorn, shoppers will still sometimes shop on impulse for
smaller goods but will wait to save on big ticket items.
“The recession made people open their eyes a little bit and realize that
we can’t just keep spending money we don’t have,” Rizzo said. “It’s safer
to wait until the money is actually there, rather than reaching into your
wallet for the credit card all the time.”

22 DECEMBER 2010 | FrugalT.O.

Cost of raising children
Moms of many share their money-saving tips and tricks
STORY AND PHOTOGRAPHY BY: KIMBERLEE NANCEKIVELL

Y
ou’re holding a receipt in your hand roughly 550 families of multiple births, the To- discounts,” Hewlett said. “I have used my mem-
for a little over $180, 000. It’s not for ronto Parents of Multiple Births Association. bership card to get discounts on a stroller, a
a luxury car, a condo downtown, or “There’s online things where you can figure baby carrier and some other things.”
a nice little yacht to show off at Harbourfront. out if it’s worth it for you to go back to work, and And for families who aren’t eligible for special
That receipt in your hand is for your 18-year-old I figured out I’d be making minus $400 a month discounts, Hewlett recommends purchasing
child. if we put them in daycare as one-year-olds,” memberships like the one at the Toronto Zoo.
According to the Canadian Finance Blog, the said Heather Corbin, a TPOMBA member. She has started RESPs for all of her children.
average cost for raising a child in Canada from Corbin and her husband Paul have twin three- “Putting two kids through college or univer-
birth to age 18 in 2009 was $182,190. While you’d year-old boys, Jonah and Theo. sity at the same time will be hard,” Hewlett said.
never regret this purchase, you may be regret- “I could have maybe tried to get a better job or According to [Link], a four-
ting some of the spending that went along with done more, but it just wasn’t worth it,” she said. year undergraduate degree is expected to cost
it. Corbin worked as a graphic designer before $100, 000 in 2025, which is around the time
“A lot of people today live beyond their the birth of her boys, but the family now relies Hewlett’s twins will be enrolling.
means,” said Lianne Castelino, co-founder of on her husband’s income padded by the odd So whether you’re 12 years or two years away
[Link] and mother of three. freelance job she does. from that receipt in your hand, some simple ad-
Castelino says the first step to raising chil- “We’ve been really lucky with getting hand- justments could save you a lot of money.
dren for less and managing your money better me-down clothing and things like that, so we’ve  
is to teach them the value of a dollar. really bought next to nothing as far as clothes,”
“Take them to the store and say we have $20 Corbin said.
  Tips to save on your tots
and we’re going to get a Halloween costume,” The family cut down on the cost of other ne-
Castelino said. “Then they can see what they cessities by using cloth diapers and choosing to 1. Don’t buy what you can make
can and can’t get.” breastfeed and make their own baby food. 2. Ask around for second-hand
But while teaching children to appreciate “Using a diaper service is about half the price items from friends and family
money can give parents a break from keeping of disposable diapers, and then to do our own 3. Take advantage of family dis-
up with the Jones, a growing trend is tacking on cloth diapers is about a quarter of the price,” counts and memberships
extra expenses that are a little harder to man- Corbin said. 4. Plan for future expenses like
age . And while Corbin mainly relies on her own post-secondary school
Last year, the World Health Organization de- money-saving tricks, TPOMBA president Cath- 5. Teach your kids the value of
clared infertility a disease and the Canadian erine Hewlett takes advantage of the associa- a dollar
Fertility and Andrology Society reported 30 per tion’s resources to deal with the financial strain
cent of the births resulting from in vitro fertil- of her own set of three-year-old twin boys and
izations in 2007 were multiples. one-year-old girl.
Toronto alone is home to an association of “Joining TPOMBA gave us access to a lot of

[Link]/frugalto/onlinemagazine | DECEMBER 2010 23

 Taking the
stress out
of the
quest
BY: Fiona Persaud | PHOTOGRAPHY BY: Fiona Persaud

STORY & PHOTOGRAPHY BY: FIONA PERSAUD

Clothing experts say the difference between vintage
and second-hand stores is the curation

I
nside a warmly lit boutique, amid the chaos of Kensington Market is a often involved in the deconstruction, reconstruction and repurposing of the
handpicked selection of perfectly colour co-ordinated trends display- pre-owned clothing.
ing the many decades of fashion. “Here we’ve kind of removed all of the excess,” she said.
Ilus Malaya, or Pretty Freedom as it is more commonly known, is one of Removal of excess is prevalent in the store’s layout. The selection is rea-
Toronto’s newest shops for vintage clothing. The store, now in its seventh sonably small but is nostalgic of the classic stylings of days gone by. Wom-
month of operation, was named after the favourite words of the owners’ two en’s blouses are perfectly pressed, spaced and hung along one side of the
native languages, Estonian and Tagalog. store and a low chandelier-like hat rack is hung from above.
According to Pretty Freedom owners Hel- The philosophy of reuse is present in

“A lot of the vintage

ena Brown and Jodee Aguillon, merchandise the vintage boutique which Brown and
from most vintage stores are often purchases Aguillon have decorated with items found
from various thrift and second-hand stores.
The difference is that it has been curated.
stores’ collections are a around the city. Aguillon came across the
store’s cash desk, which is now used to
“With the Goodwills and the Value Villages
it’s hit and miss,” said Brown who explained
reflection of the owner’s display local jewellery, just as it was about
to be thrown out by renovators.
that the difference between rummaging personal style too” “A lot of the vintage stores’ collections
through a second-hand clothing store and go- are a reflection of the owner’s personal
ing to a vintage store is that they have already style too,” Aguillon said.
filtered through the quality items so the client does not have to. Aguillon explained that he and Brown left the corporate life working as
“Sometimes you’ll spend an hour and you won’t find anything and some- merchandisers for American Apparel to play by their own rules. He says in
times you’ll find a bunch of [items],” Brown said. doing so they encountered a little bit of their own pretty freedom.
Vintage stores are at times criticized for marking up prices of items Their experience with the chain enabled them to travel to a number of
which the owners purchased for much cheaper at second-hand, thrift and locations in Canada where they sought out local vintage and thrift stores
consignment stores but, according to Brown, vintage merchandisers are in their spare time.

24 DECEMBER 2010 | FrugalT.O.

 “That’s kind of the point of having the vintage stores, because we pick all Paulette Kelly, professor and program director of fashion design at Ry-
the time,” Brown said. “You don’t have time to go once a week or erson University said it is only after the items are purchased by vintage
a few times a week to source all around the province, so merchants and placed in the store that the value
that’s kind of what we do and that’s what other vintage goes up.
stores do.” According to Kelly, vintage boutiques may be
Brian Kellow, spokesperson for Goodwill, has no doubt more expensive, but it is often a happy medium for
that vintage merchants are shopping at Goodwill stores. quality and price.
“We have an enormous volume,” Kellow said. “Vintage store owners know what they are looking
Last year in Toronto alone one million donations were for,” said Kelly referring to vintage merchandisers as
made to Goodwill, a number that represents individuals professional shoppers. “They check things and know
who donated, not the number of items they provided. what is good and get it right away.”
“We are a social enterprise,” said Kellow explaining According to Kelly, vintage shoppers would benefit
the difference between his organization and vintage from shopping at both types of stores but should con-
stores. “When you shop here, you are not just buying sider the amount of time they have when doing so.
and selling, you are participating.” She said vintage is about wanting to be different and
Both sides of the spectrum agree the environmental more interesting and since “every decade has its own
benefit alone make shopping second-hand worthwhile. personality” it can be done through vintage clothing.
“I think we complement each other,” said Kellow Aguillon and Brown said one thing the second-hand
noting that shoppers visit Goodwill on a daily basis shopper and the vintage shopper have in common is
searching for vintage items. that both like the hunt, whether it’s for the timeless
Tess Castillo, a head sorter for Value Village, goes elegance of ‘60s fashion or the simple bargain
through items that are sent to her store and trains bin sweatshirt.
others on pricing. She said her store has a special sec- “Clothing made back then that’s last-
tion for vintage with about one hundred items stationed ed this long is likely going to last lon-
there. According to Castillo most of the items often have a ger than the [department store] thing
‘50s and ‘60s style but are not priced any more than the regu- you bought a week ago,” Aguillon said. “Everything deserves a
lar items in the store. second chance, especially clothes.”

Aguillon
a B ro w n and Jo dee
s Hele n
do m owner
Pretty Free

[Link]/frugalto/onlinemagazine | DECEMBER 2010 25

Tune up your
maintenance
habits
Small checkups now prevent big repairs later

STORY & PHOTOGRAPHY BY: KIMBERLEE NANCEKIVELL

T
oronto driver Stefanie Hurd probably practice at J.D. Power and Associates, says the most of his clients do the same.
doesn’t know it, but she’s the voice of an trend holds steady at the provincial level. “These days people don’t take very good care of
entire nation. “Ontarians are paying $305 per visit for mainte- their cars,” Graham said. “It’s important because
“I don’t know a lot about my car, and money’s nance, which is down from $376 in 2009,” Robinson it cuts down on exhaust gas emissions and it saves
tight because of school, so I don’t like to do things said. you money down the road.”
how I probably should,” Hurd said. Car Care Canada also found the majority of Graham estimates drivers could save up to $500
J.D. Power and Associates’ 2010 Canadian Cus- Canadians’ car maintenance habits inadequate a year by properly maintaining their cars. He said
tomer Commitment Index survey shows Hurd is during their annual car care clinics, but a sum- the most important checkups to have if you’re in-
not alone in this sentiment. While Canadians are mer study found Hurd’s age group to be the worst. terested in saving that money are tire pressure,
still paying the same amount for repairs, they’ve Canadians 18 to 24 years of age are most likely to oil changes and a tune up.
cut back on regular maintenance. only take their cars to a garage when they break “If you don’t get your tires checked, they’ll wear
Data for Toronto is unavail- down, least likely to put air in their tires and least out prematurely and you’ll burn extra fuel,” Gra-
able but Ryan Rob- likely to get an oil change. ham said.
inson, director of “I was supposed to put air in my tires probably Graham also recommends drivers take a look
the Canadian au- two weeks ago and then two days later I had a flat at their manufacturer’s maintenance schedule,
tomo- tire because I took too long,” said Hurd, adding though he cautions against following it blindly.
tive that her car is prone to expensive repairs because “A manufacturer may suggest that you might
she always takes it to a garage after a major prob- not change your spark plugs for 160,000 kilome-
lem comes up. tres, which is fine, but by the time 160,000 kilome-
“I’ve had to replace one of the tubes tres rolls around, it’s usually a major problem,”
in my transmission which cost me Graham said. “Either you can’t get the spark
about 400 bucks,” Hurd said. plugs out or they’re completely worn out to the
She also admits she ignores point where you’re just going through fuel like
the advice of her mechanic. crazy.”
Paul Graham, a me- J.D. Power and Associates’ study suggests that
chanic for 15 years, said a possible cause for fewer maintenance visits
is manufacturers extending the recommended
lengths of time between checkups to build confi-
dence in their cars and make them appear more
durable.
“People are starting to believe that their ve-
hicles are of higher quality and higher durability,
but in doing so, they’re actually relying on those
higher quality vehicles to get them through the
lean times and to skip or put off a maintenance
visit,” Robinson said.
Even though repair costs remained consistent
from 2009 to 2010, Robinson believes it could be
a different story in the future if drivers’ main-
tenance habits don’t improve.
“It’s like going to the doctor. You can
catch things before they become a prob-
lem,” he said.

26 DECEMBER 2010 | FrugalT.O.