When Values Hit the Checkout: How Canadians are Really Shopping Post Tariffs
Canadians say they care about buying Canadian, but is that still true when they’re at the check-out counter? Our latest research suggests it’s complicated. While economic nationalism remains strong in theory, “Buy Canada” behaviours have declined slightly since March – and emotions are less intense. Canadians may be proud, even angry about trade tensions, but cost and convenience still rule the cart.
These latest findings come from an online survey of 3,732 Canadian adults conducted by INNOVATIVE Research Group Inc. between July 4 and July 28, 2025. The results are nationally weighted by age, gender, region, education, and self-reported past federal vote to n=2,000 to ensure the overall sample reflects the population according to Census data. This report is part of our ongoing collaboration with ONE23WEST, one of Canada’s leading design, strategy, digital, and advertising teams, who helped us anchor this project on practical issues on the minds of marketers today. This study continues the work we started in March to track how emotion and economics shape real-world consumer choices.
The big takeaway: the limits of patriotic shopping are becoming clearer.
Canadians Still Care, Just Not as Much
Just under half (47%) of Canadians say Canadian origin is at least one of the most important factors when making a purchase. But when asked to pick a single most important factor, only 10% name it. Price, quality, and convenience still dominate.
A majority (53%) say they always or often check where a product is made, unchanged since March.
Switching from American Products is Slowing
In March, 51% of Canadians said they were switching from American goods more than half the time. By July, that dropped to 42%. The share who say they “always” switch is down 7 points. Some of this decline may reflect that Canadian consumers feel they have “maxed out” their ability to switch products and aren’t actively switching anymore.
However, this could also signal some fatigue or a ceiling in how far consumers are willing (or able) to go to avoid U.S. products, especially with inflation and affordability still top of mind.
That said, those who are trying to switch to Canadian products are in practice still checking labels more often, suggesting continued follow-through. Passion and follow-through remain closely linked.
Older Canadians Lead the Charge
Canadians over 55 continue to show the strongest alignment between values and actions. More than half of men (51%) and women (50%) in this age group say they regularly switch from American products, and nearly 60% name Canadian origin as at least one of the most important factors in their decision-making.
For brands courting patriotic consumers, older Canadians remain a key target.
Travel to the U.S.? Not Interested
Only 1-in-4 Canadians say they’re likely to travel to the U.S. in the next year. A majority, 56%, say they’re not at all likely to go. The top reason? Politics. Nearly 60% cite negative views of the U.S. political and social climate as a barrier.
Even when asked what might help them be comfortable travelling to the US, a better exchange rate (25%) was the most common option. And among open-ended responses, the phrase “change in government” came up repeatedly.
Younger Canadians (18–34) are more willing to cross the border, but even here, enthusiasm is lukewarm.
Trump Still Sparks Strong Reactions
Majorities still say they feel angry (59%) or betrayed (56%) when thinking about how Trump is treating Canada, but the intensity has cooled since March, when 67% reported feeling angry and 64% feeling betrayed. These feelings continue to shape consumer behavior, especially among older, more politically engaged Canadians.
What this Means for Brands
Canadians may not be full-on boycotting the U.S., but their feelings are still influencing what they buy and where they go. The patriotic high of March is waning, but not gone.
Brands that want to win in this space need to do more than slap a maple leaf on the box. Speak to the values that matter and also deliver on price and quality. Understand your audience, especially the generational divides in emotion, intent, and behavior.
Want to unpack this data deeper or understand what it means for your business or industry? INNOVATIVE can help.
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