This is a topic that is often brought to our attention; in order to try and have to answer it as few times as possible, I am posting the answer here for all to see!
There is more to it than just the exchange rate. Whenever our suppliers in the states send product up to us in Canada for resale in our stores, we pay Duties and Taxes on the products when they come across the border, as well as extra shipping fees. These are factored into the pricing. However, the primary reason for the price discrepancy is because we have franchise agreements with our many Canadian stores that prohibit us from undercutting our stores by a certain percentage; this too limits our ability to price as competitively as we'd like to. Retail storefronts have a much higher overhead due to running costs, therefore their pricing is inflated in comparison to online houses that have relatively low running costs.
We have our price match
policy for just this reason. We are aware that there are other Canadian retailers online with pricing that trumps our own on some products. We are willing to match them, and beat them by an additional 5% just to be as competitive as possible. This is our only way to get around the franchise agreement.
If you want to price match, all you need to do is place your order over the phone and let the rep know that you've found a price on another website that is lower than ours; they will be happy to beat the competitor’s price.
Thank you for your understanding!