March 7, 2025
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Has ‘Buy Canada’ Become a Long-Term Rallying Cry?
A recent survey of Canadians found that even if no tariffs are ultimately levied by the U.S., 43% are still likely to avoid purchasing U.S. products and 40% would avoid U.S.-owned retailers.
The survey of 5,000 Canadian adults from Numerator comes as several other surveys also show that pushes to buy Canadian products and boycott U.S. ones have continued to mount since President Donald Trump at the start of February ramped up his threats to slap a 25% tariff on both Canada and Mexico.
The tariffs threaten to drive hyper-inflation and wreck Canada’s economy, and Trump’s threat — even if a joke — to annex Canada and make it the “51st state” has also particularly rankled Canadians.
According to Numerator’s survey, 61% of Canadian consumers are either very likely or somewhat likely to seek out Canadian-made goods in light of potential tariffs. The shift in purchasing priorities is particularly notable in discretionary categories such as candy and chocolate, snack foods, and alcoholic beverages. A significant 53% of Canadians also indicated they are either very or somewhat likely to avoid shopping at retailers owned by U.S. companies.
A different survey of 3,310 Canadian adults from Angus Reid Institute taken from Feb. 16 to 18 found that more than four-in-five (85%) Canadians are planning to replace, or already have replaced, U.S. products with Canadian ones. Half (48%) are replacing as many as they can find substitutes for, while 37% are replacing those where they can find a similar price and quality.
Among targeted U.S. firms affected, two-in-five (41%) are planning to decrease, or stop, their usage of Amazon, while one-in-five intend to cancel streaming services such as Amazon Prime, Netflix, or Disney+.
A KPMG survey of 1,934 Canadian adults from Feb. 12 to 25 found that, should the U.S. tariffs arrive, 70% are planning to boycott U.S. products and 68% think grocery stores should stop selling U.S. products and produce. Of the respondents, 77% expressed a willingness to purchase Canadian-made products even at a higher price. Meanwhile, 80% said they are actively seeking alternatives to U.S. goods — opting for options from other countries, such as choosing Peruvian fruit over U.S.-grown produce when a Canadian alternative isn’t available.
KPMG’s survey still found affordability remains a top concern, however, as 86% are worried Canada will slide into a recession, and 90% think governments should lower the cost of everyday essentials, like food and gas, by reducing taxes or providing tax credits to help consumers through a tariff war.
“While it’s clear Canadians will pay extra to support the home team, the impact of the rising cost of essentials is also top of mind for many,” said Kostya Polyakov, partner and National Consumer and Retail Leader at KPMG in Canada. “With consumers strongly expecting to see their grocery bills go up, they plan to cut back on non-essential spending, which could hit sectors like dining and entertainment hard.”
Amid the threat of the trade war, some grocery stores have started to label which items are made by Canadian producers with a Canadian flag next to their price tags. In Canada’s most populous province of Ontario, the purchasing and sale of U.S.-made alcohol is being restricted.
In February, Canadian Prime Minister Justin Trudeau encouraged Canada to steer away from buying U.S.-made products, singling out Florida orange juice and Kentucky bourbon specifically.
Canadian provinces are also seeking to lift some internal trade barriers to allow goods and workers to move more freely across the country.
Kenneth Wong, an associate professor at the business school at Queen’s University in Ontario, told The Guardian that the move to ease trader barriers could somewhat reduce Canada’s strong reliance on the U.S. He added, “And once that fully happens, tastes will change and habits will form. I’m not saying you can’t win back your consumer if you’re a U.S. firm, but I am saying it’s going to be a lot more expensive to do so.”
In the U.S., stock markets faced a sell-off this week largely linked to heightened uncertainty around the Trump administration’s new tariffs. On Tuesday, Trump’s 25% tariffs on Canada as well as Mexico went into effect, but by Thursday, they were again paused one month until April 2 — at least for goods that are covered by the United States-Mexico-Canada Agreement (USMCA).
BrainTrust
Gary Sankary
Retail Industry Strategy, Esri
Nolan Wheeler
Founder and CEO, SYNQ
Gene Detroyer
Professor, International Business, Guizhou University of Finance & Economics and University of Sanya, China.
Recent Discussions
Discussion Questions
Will the “Buy Canada” push and calls for boycotts of U.S. products in Canada persevere well beyond the end of tariffs threats?
What may U.S. brands and retailers need to do to win back Canadian consumers?
Poll
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It will be interesting to see how many people follow through and stick with this. From my experience there is always a yawning great gap between what people say on surveys about this kind of thing and how they ultimately act. That said, not much good can come of this and there will be damage caused to all sides!
“(W)here possible” is the key phrase here, and , unfortunately I’m afraid it’s so limiting as to make the question academic.
All that having been said, Target’s misadventure in Canada shows Canadians are quite capable of rejecting American brands; it’s just that our own governmemt isn’t usually lending a hand with it.
While tensions may ease once tariff threats are resolved, the push to buy Canadian could continue as a means of bolstering national pride and economic independence.
Prioritizing Canadian products can lead to increased demand for domestically manufactured goods, thereby supporting local businesses and creating jobs. This shift could also encourage innovation and investment in local industries, as companies strive to meet the rising demand. Additionally, it may result in a more resilient economy, less reliant on foreign imports.
However, the interconnected nature of the North American market may eventually lead to a renewed focus on collaboration and partnership between Canadian and U.S. businesses.
Ultimately, future trade policies and consumer sentiment will play a significant role in shaping the long-term relationship.
Most Canadians I know like to remind me that they are not Americans.
My sense is that this sentiment has less to do with tariffs than the credible threats the U.S. administration has made to annex Canada.
I won’t prognosticate about Canadians’ long-term conviction to boycott American brands, but I encourage anyone interested to ask themselves how they’d respond to similar threats made against them.
I predict this one fizzles faster than it will become a wedge. Government leaders make extreme public statements, stoking fires, but Canadians and Americans generally like each other as childhood cousins do, while also fully aware of each others glaring faults.
However, when it comes to hockey, the gloves are off for three periods!
Boycott is a big word that does not generally achieve its intended purpose. Boycotts are short-lived and rarely result in a permanent change in behavior.
By far, the most dynamic force that will drive change is the American restructuring of geopolitics, with tariffs as one of the tools. This will cause changes in alliances and supply chains that will become permanent to the detriment of the United States.
As countries restructure, they will restructure their behavior. David B. noted, “This shift could encourage innovation and investment in local industries, as companies strive to meet the rising demand.” These types of changes are rarely reversible.
As Canada has determined that the United States is not a reliable ally nor trading partner, it is reaching out to reestablish supply chains and commercial relationships with other countries. Talks are going on even today between the EU and Canada on creating a win-win situation for both countries to the detriment of the United States. Though China has just added significant tariffs to Canadian goods, it has indicated that it is interested in a smoother commercial relationship with Canada.
I predict that as Canada reaches out and other countries approach this nation, it will create a more vibrant economy for the Canadians.
Canadians are feeling betrayed. And they’re in a global club, as our former allies in Europe can attest. Global partnerships are being realigned as we speak. The impact on the Canadian economy will be significant; they’ll feel more pain than the US side. But, for them, it’s an existential crisis. Trump has repeatedly threatened them, and if we’ve learned anything from him and history, when people tell you who they are, believe them.
As a Canadian, I’ve seen firsthand how the Buy Canada movement is gaining traction. Even if the tariffs don’t come to pass, the threats have been damaging enough to make many rethink our reliance on foreign goods. More consumers are now choosing to support local and Canadian businesses. However, given the current state of the economy, it’ll be interesting to see if Canadian consumers can consistently prioritize local products over the long term.
Ready, SHOOT……………………………………. Aim? What is this ‘aim’ thing you speak of? This one is personal to a lot of people and a lot of energy has been put into making it so. And given the realities of election cycles and the personalities involved, it doesn’t feel like this thaws any time soon. Or maybe the realities of the financial markets will inject the needed change of course. My question from day one has been, “Really? Why? How was this ever going to be good for the USA, or Canada, or Mexico given how it was all rolled out…???”.
This will pass like so many other initiatives of this nature. Is there really a future where one picks, say, Molson over (name any other beer) consistently? No.
It takes a lot to make a Canadian angry, but once angered, they have long memories. Although highly multi-cultural, Canada is much less polarized than the U.S., having learned to recognize and appreciate the similarities rather than differences between each others’ cultures. Consequently, Canadians are proud of their country and highly protective of their strong sense of community. They are quick to work together as a nation against perceived threats and insults. Many American retailers have tried and failed to crack the Canadian code, including Target. Not understanding Canadian culture is a blind spot in Corporate America, and a strong signal that Canada will “Buy Canadian” for at least the next 4 years.
Sadly, it will take longer than the next four years. As new partners, supply chains, and commerce are developed, they tend to stick. The world is establishing commerce (and geopolitics) that doesn’t depend on the U.S. A change in the U.S. politics will not cause any country to return.
Canadians are pissed. We’re unamused by the threats of tariffs, subsequent economic hardship and annexation. Many Canadians are shifting their shopping habits and brand loyalties toward Canadian and non-U.S. substitutes. Admittedly, it may be harder to forego Walmart and Amazon because they’re so entwined in our habits.
To win back Canadian consumers, U.S. brands and retailers — especially those targeted by retaliatory tariffs — need to pressure the federal government to revert to being a trustworthy trading partner and a good neighbour.
Consumers who are consuming behave differently than consumers when they’re talking.
The risk is limited because it’s the money in their purse that matters most.
Canadiens are a proud & fiercely independent people. Not withstanding, the economic impacts of the tariffs, the political ramifications may linger longest. As they say, they didn’t start this war, but are not backing down. Unfortunately, the economic pain is not limited to Canadiens. Dumb, dumb, dumb.
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It will be interesting to see how many people follow through and stick with this. From my experience there is always a yawning great gap between what people say on surveys about this kind of thing and how they ultimately act. That said, not much good can come of this and there will be damage caused to all sides!
“(W)here possible” is the key phrase here, and , unfortunately I’m afraid it’s so limiting as to make the question academic.
All that having been said, Target’s misadventure in Canada shows Canadians are quite capable of rejecting American brands; it’s just that our own governmemt isn’t usually lending a hand with it.
While tensions may ease once tariff threats are resolved, the push to buy Canadian could continue as a means of bolstering national pride and economic independence.
Prioritizing Canadian products can lead to increased demand for domestically manufactured goods, thereby supporting local businesses and creating jobs. This shift could also encourage innovation and investment in local industries, as companies strive to meet the rising demand. Additionally, it may result in a more resilient economy, less reliant on foreign imports.
However, the interconnected nature of the North American market may eventually lead to a renewed focus on collaboration and partnership between Canadian and U.S. businesses.
Ultimately, future trade policies and consumer sentiment will play a significant role in shaping the long-term relationship.
Most Canadians I know like to remind me that they are not Americans.
My sense is that this sentiment has less to do with tariffs than the credible threats the U.S. administration has made to annex Canada.
I won’t prognosticate about Canadians’ long-term conviction to boycott American brands, but I encourage anyone interested to ask themselves how they’d respond to similar threats made against them.
I predict this one fizzles faster than it will become a wedge. Government leaders make extreme public statements, stoking fires, but Canadians and Americans generally like each other as childhood cousins do, while also fully aware of each others glaring faults.
However, when it comes to hockey, the gloves are off for three periods!
Boycott is a big word that does not generally achieve its intended purpose. Boycotts are short-lived and rarely result in a permanent change in behavior.
By far, the most dynamic force that will drive change is the American restructuring of geopolitics, with tariffs as one of the tools. This will cause changes in alliances and supply chains that will become permanent to the detriment of the United States.
As countries restructure, they will restructure their behavior. David B. noted, “This shift could encourage innovation and investment in local industries, as companies strive to meet the rising demand.” These types of changes are rarely reversible.
As Canada has determined that the United States is not a reliable ally nor trading partner, it is reaching out to reestablish supply chains and commercial relationships with other countries. Talks are going on even today between the EU and Canada on creating a win-win situation for both countries to the detriment of the United States. Though China has just added significant tariffs to Canadian goods, it has indicated that it is interested in a smoother commercial relationship with Canada.
I predict that as Canada reaches out and other countries approach this nation, it will create a more vibrant economy for the Canadians.
Canadians are feeling betrayed. And they’re in a global club, as our former allies in Europe can attest. Global partnerships are being realigned as we speak. The impact on the Canadian economy will be significant; they’ll feel more pain than the US side. But, for them, it’s an existential crisis. Trump has repeatedly threatened them, and if we’ve learned anything from him and history, when people tell you who they are, believe them.
As a Canadian, I’ve seen firsthand how the Buy Canada movement is gaining traction. Even if the tariffs don’t come to pass, the threats have been damaging enough to make many rethink our reliance on foreign goods. More consumers are now choosing to support local and Canadian businesses. However, given the current state of the economy, it’ll be interesting to see if Canadian consumers can consistently prioritize local products over the long term.
Ready, SHOOT……………………………………. Aim? What is this ‘aim’ thing you speak of? This one is personal to a lot of people and a lot of energy has been put into making it so. And given the realities of election cycles and the personalities involved, it doesn’t feel like this thaws any time soon. Or maybe the realities of the financial markets will inject the needed change of course. My question from day one has been, “Really? Why? How was this ever going to be good for the USA, or Canada, or Mexico given how it was all rolled out…???”.
This will pass like so many other initiatives of this nature. Is there really a future where one picks, say, Molson over (name any other beer) consistently? No.
It takes a lot to make a Canadian angry, but once angered, they have long memories. Although highly multi-cultural, Canada is much less polarized than the U.S., having learned to recognize and appreciate the similarities rather than differences between each others’ cultures. Consequently, Canadians are proud of their country and highly protective of their strong sense of community. They are quick to work together as a nation against perceived threats and insults. Many American retailers have tried and failed to crack the Canadian code, including Target. Not understanding Canadian culture is a blind spot in Corporate America, and a strong signal that Canada will “Buy Canadian” for at least the next 4 years.
Sadly, it will take longer than the next four years. As new partners, supply chains, and commerce are developed, they tend to stick. The world is establishing commerce (and geopolitics) that doesn’t depend on the U.S. A change in the U.S. politics will not cause any country to return.
Canadians are pissed. We’re unamused by the threats of tariffs, subsequent economic hardship and annexation. Many Canadians are shifting their shopping habits and brand loyalties toward Canadian and non-U.S. substitutes. Admittedly, it may be harder to forego Walmart and Amazon because they’re so entwined in our habits.
To win back Canadian consumers, U.S. brands and retailers — especially those targeted by retaliatory tariffs — need to pressure the federal government to revert to being a trustworthy trading partner and a good neighbour.
Consumers who are consuming behave differently than consumers when they’re talking.
The risk is limited because it’s the money in their purse that matters most.
Canadiens are a proud & fiercely independent people. Not withstanding, the economic impacts of the tariffs, the political ramifications may linger longest. As they say, they didn’t start this war, but are not backing down. Unfortunately, the economic pain is not limited to Canadiens. Dumb, dumb, dumb.