If the cost is the same at least 75% of Canadians will chose a Canadian product over an American one, no matter what their underlying attitudes. But how much of a premium will Canadians pay to Buy Canadian?
The affordability crisis didn’t end just because the trade crisis began. Price still matters.
In our latest survey, we tested whether people would still choose a Canadian-made product over an identical American one if the Canadian version cost more. As the price gap grew, overall support declined—but not across the board. Some segments stay loyal no matter what.
These findings come from an online survey of 1,178 Canadians conducted and sponsored by INNOVATIVE between March 12 and 16, 2025. The survey was developed in partnership with ONE23WEST—one of Canada’s leading design, strategy, digital, and advertising teams—and built around practical, real-world marketing questions. Results were weighted to 1,000 by age, gender, region, education, and past federal vote to reflect national Census data.
The Price of Nationalism
The test was straightforward. Respondents chose between a Canadian and an American version of the same product.
- For one-third of participants, prices were the same. Another third saw the Canadian product priced 10% higher. The final third saw a 20% premium.
- We ran the test across three price points—$10, $100, and $1000—to see whether absolute cost made a difference.
- And to understand what drives those decisions, we analyzed results through our Post-Tariff Consumer segments, developed with ONE23WEST. These segments capture how values and emotions influence buying behaviour.
Here’s what we found:
- At the same price, no less than 75% chose Canadian among every segment at every price point. In some cases it reached 100%.
- With a 10% premium, 79% chose Canadian at $10, 69% at $100, and 52% at $1000.
- With a 20% premium, support dipped to 68% at $10, 51% at $100, and 45% at $1000.
That last number stands out. Even when the Canadian product costs $200 more than the American equivalent, nearly half still choose to support Canadian-made.
And some segments are even more steadfast. Three groups—Raging Canadians, Resentful Canadians, and Conflicted Patriots—represent 43% of the population and show strong loyalty to Canadian products, even as prices increase. These are consumers whose choices are shaped not just by economics, but by principle and identity.
The takeaway? Price plays a big role, but so do values and emotions. While some consumers are quick to switch for savings, a significant portion stay committed to Canadian products—even when it costs them more.
In today’s economy, patriotism sometimes comes at a premium. But for many Canadians, it’s still worth it.
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