How Donald Trump Is Reshaping Canadian Consumer Behaviour
February 10, 2025
Consumer behaviour is shaped by a myriad of factors—price, quality, convenience, social proof—but one of the most powerful drivers is emotion.
When people feel strongly about an issue, they often vote with their wallets, rewarding or punishing brands and products in direct response to their views and values. Today, Canadian consumers are in the midst of an emotional, politically charged moment, and this is having a tangible effect on how and where they shop.
At Abacus Data, we’ve been tracking these shifts in sentiment closely. We wanted to understand how Canadians’ feelings about President Donald Trump and his policies translate into concrete actions—and the results are striking. Our latest research points to a rapidly growing desire among Canadians to buy local, and in some cases, to avoid American products entirely. It’s not just talk: 42% of respondents say they will “absolutely do everything” they can to avoid buying products made in the United States or from American companies.
While boycotts or “buy local” movements aren’t new, the current surge reflects a sense of personal conviction that’s animated by real-time political and cultural events. The data tell us that 84% of Canadians surveyed say they have considered buying more Canadian-made products in the past few days alone, while 34% have cancelled a trip to the U.S., and 32% have either cancelled or seriously considered cancelling streaming services owned by American companies. This uptick in conscious consumerism stems from a desire to send a clear message: Canadian shoppers want to support homegrown brands and manufacturers they see as reflecting their values.
Interestingly, many Canadians aren’t always sure which brands are truly Canadian. Our research shows that 67% think Tim Hortons is Canadian, 68% believe Molson remains a Canadian company, 41% believe Boston Pizza is Canadian, and 57% see Dollarama as homegrown. The reality behind corporate ownership and supply chains can be far more complicated.
In the same vein, perceptions about where our food comes from are equally hazy. Forty-two percent think most packaged food in Canadian grocery stores is made in Canada, while 40% believe this is false—showing a genuine knowledge gap and a chance for brands to educate consumers.
This environment poses both challenges and opportunities for marketers. If you’re an American-owned or American-identified brand selling in Canada, you need to think carefully about how you communicate your local connections. Are you sourcing Canadian ingredients? Do you employ Canadians in a meaningful way? Are you contributing to local communities? Transparently sharing these details can help mitigate negative perceptions tied to your U.S. origins.
On the flip side, Canadian brands should seize this moment to highlight their roots, proudly proclaiming how their supply chains, partnerships, and workforce bolster the Canadian economy.
Moreover, the emotional dimension of consumer choice is not something to overlook or minimize. This is where traditional usage and attitudes studies can fall short. Yes, you still need to understand how consumers use your product and how they feel about your brand’s performance. But in times of political upheaval, it’s also critical to grasp the broader societal issues that shape how Canadians perceive you—and how willing they are to support you.
At Abacus Data, we’re increasingly incorporating questions about political identity, cultural values, and current events into our market research. We find it offers richer insights into the emotional and moral underpinnings of purchase decisions, and allows brands to respond with more empathetic, resonant marketing strategies.
Donald Trump has stirred a wave of Canadian nationalism and pride that is rapidly changing the retail and consumer landscape. People want to buy Canadian-made products, they want to reward companies that reflect Canadian values, and they have become more inclined to punish companies they see as tied too closely to the U.S. market or political sphere. Brands would be wise to keep a close eye on this trend, clarify their origins, and adapt their messages to speak to both the head and the heart of Canadian consumers.
Above all, if there’s one key takeaway, it’s that market research must evolve alongside consumer attitudes. Understanding the political and emotional triggers that spark changes in shopping behaviour can be the difference between winning over newly fired-up Canadians or watching them walk away. And in this new environment, that difference is more important than ever.
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Our record speaks for itself: we were one of the most accurate pollsters conducting research during the 2021 Canadian election following up on our outstanding record in the 2019, 2015, and 2011 federal elections.
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