How Canada-US Tensions are Redefining the Modern Canadian Shopper
April 15, 2025
In a time when inflation bites, global headlines unsettle, and economic anxiety shapes everyday life, Canadians aren’t just tightening their belts – they’re rethinking what their purchases say about them and the country they want to live in. Shopping has become more than a transaction; it’s a declaration of values, a search for stability, and a subtle but powerful expression of identity. In our latest Abacus Data national consumer survey, we unpack how Canadians are responding to uncertainty with purpose – embracing brands that reflect not just good value, but shared values. From rising skepticism of American companies to the growing appeal of Canadian-made products, a new consumer mindset is taking hold – one shaped by pride, caution, and a deep desire for connection in an unpredictable world.
From April 3 to 8, 2025, Abacus Data conducted a national survey of 1,915 Canadian adults (18+) as part of our weekly tracking.
In a climate of mounting global instability and economic pressure, this research explores how Canadians are responding not just with caution, but with intention – gravitating toward brands that reflect their values, identity, and national pride.
As price pressures persist, Canadians are rethinking how and why they shop. Consumer behaviour is increasingly shaped by emotional, political, and values-based considerations – decisions driven not just by cost, but by a desire for security, identity, and alignment with personal and national values. From brand trust to national pride, purchasing is becoming a more intentional and expressive act.
Caution in the Face of Uncertainty
Nine in ten Canadians say they’re more cautious with their spending today (91%), reflecting not just tighter wallets, but deeper worries about where things are headed.
This uncertainty is reflected in a shift toward more conservative purchasing behaviours. Nearly half (47%) say they are limiting themselves to essentials, while 14% focus more on immediate, short-term needs rather than planning for the future. Only a small minority of Canadians (16%) say their shopping behaviors have remained unchanged over the past year, underscoring the profound shift in consumer sentiment.
As a result, Canadian shoppers are increasingly prioritizing security and immediate needs, adjusting their purchasing habits in response to a rapidly changing and unpredictable environment.
Personal Values and How They Shape Shopping Behavior
While price remains a factor, many consumers are no longer just asking “What does this cost?” – they’re asking, “What does this support?” More than ever, Canadians are aligning their purchases with who they are and what they believe. A large majority (74%) feel that shopping has become more of a political or moral decision than ever before. They want brands that align with their values and give them a sense of security – 71% of consumers choose brands that make them feel more secure about the future, and 65% have stopped buying from companies whose values they disagree with.
This connection to identity is powerful: 62% say their purchases increasingly about identity – who they are, what they believe, and where they belong. Further, 61% of Canadians are more likely to purchase from brands they recognize, even if these brands are not necessarily the most cost-effective option.
In a precarity mindset, people don’t just want affordability – they want assurance. A precarity mindset isn’t about panic – it’s about finding safety, meaning, and agency in everyday decisions.
For brands, this means that aligning with consumers’ personal values and fostering a sense of security may be more important than ever. To remain competitive, brands and companies must not only provide high-quality products and services but also build deeper connections with consumers by reflecting their beliefs, identity, and offering familiarity in uncertain times.
National Pride as a Purchase Driver
Rising tensions between Canada and the U.S. are accelerating a profound shift in how Canadians shop.
Driven by a growing sense of national pride and a desire for control in uncertain times, consumers are making more deliberate, values-driven choices.
Nearly 9 in 10 (88%) say buying Canadian-made products is more important to them now than it was a year ago. An equally large majority (87%) see supporting Canadian businesses as a way to contribute to national resilience – a sentiment that’s reshaping loyalty and brand preference. Most (87%) now prefer to buy from Canadian companies they trust, even if it costs more.
This emotional connection runs deep. Over 8 in 10 (86%) say they feel a sense of pride when choosing Canadian-owned brands, while 84% see it as a way to regain a sense of control in an unpredictable world. As global instability continues, 83% now say where a product is made matters more than ever – and 77% admit they’re more skeptical of American companies than they used to be.
For brands, this is a clear signal: emphasizing Canadian roots, local production, and alignment with national values isn’t just a nice-to-have – it’s becoming a competitive advantage. In this era of precarity, trust, identity, and pride are becoming central to how Canadians decide what (and who) they buy. Brands that meet this moment will be the ones that don’t just sell – they stand for something.
Behaviors That Have Become More Common
As Canadians become more attuned to the impact of global instability, certain shopping behaviours have become increasingly common. More than half of Canadians (55%) are now paying closer attention to where products are made, while 52% are looking at labels to confirm Canadian origin. 47% of Canadians report feeling a greater sense of pride when buying Canadian-made products and services. Other behaviours, such as comparing Canadian and U.S. brands (39%), supporting companies that promote Canadian values or identity (37%), and choosing Canadian brands even if they are more expensive (33%), have also become more prevalent.
Canadian brands can capitalize on this shift by emphasizing their Canadian origins and aligning with national values. Promoting Canadian-made products, offering transparency, and supporting local causes can help build trust and loyalty, especially as consumers prioritize local goods – even at a premium – during times of uncertainty.
For American or multinational brands, the path forward in Canada is not about hiding your global roots – it’s about making your Canadian presence real, visible, and meaningful. If your products are made in Canada, say so – clearly and proudly. Spotlight the Canadians who design, build, grow, or deliver them. Emphasize Canadian ingredients, components, or services wherever possible. Be transparent about your local footprint: the jobs you support, the partnerships you build, the communities you invest in. Consumers are looking for proof that your brand understands and contributes to their reality. Authenticity matters – now more than ever. If you want to remain relevant and competitive in this evolving market, your Canadian story can’t be an afterthought. It needs to be front and centre.
Actions Taken: Avoiding American Brands, Supporting Canadian Alternatives
These shifts in sentiment are showing up clearly in shopping behaviour. Nearly half of Canadians (49%) have avoided American brands, 39% are actively choosing Canadian-owned alternatives, and 34% are prioritizing local businesses over multinational chains. One in five (20%) have even canceled trips to the U.S. altogether. These actions reflect more than just cautious spending – they reveal a growing desire to assert control, express national pride, and make purchases that align with personal and Canadian values.
Willingness to Pay More for Canadian Products
Despite a shift toward more cautious spending and a focus on immediate needs due to long-term uncertainty, national pride is driving Canadians to make exceptions when it comes to price. Over half of Canadians (56%) are willing to pay more for a product made in Canada, with 49% motivated by a desire to support Canadian jobs and 41% believing it strengthens the country. This sense of national unity and pride outweighs other factors, such as personal values or security, as only 21% would pay more for a product aligned with their personal beliefs, and just 20% for one that offers a sense of security. In a time defined by uncertainty, buying Canadian has become more than a choice – it’s a statement of identity, solidarity, and shared resilience.
THE UPSHOT
The data paints a clear picture: Canadians are navigating today’s uncertainty not just with caution, but with a renewed sense of intentionality. In this environment, price still matters – but it’s no longer the only consideration, and often not the most important one. Security, values, identity, and national pride now rival cost in shaping consumer decisions. People are seeking more than products and services – they’re seeking meaning, familiarity, and a sense of control in an unpredictable world.
What we’re seeing is the emergence of a precarity mindset. It’s not about panic or austerity – it’s about seeking assurance. Canadians are gravitating toward brands they trust, that feel local, and that reflect who they are and what they believe in. They want to know that their money supports something worthwhile – whether that’s Canadian jobs, shared values, or a vision of the country they want to live in.
For brands, this means the rules of engagement are shifting. It’s no longer enough to compete on price or performance alone. Trust, identity, and alignment with Canadian values are becoming essential attributes. This doesn’t mean wrapping yourself in a flag or appealing to nationalism – it means being rooted, transparent, and connected to the lives of the people you serve.
Canadians are watching more closely. They’re reading labels. They’re choosing Canadian, even when it costs more. And they’re turning away from brands – particularly American ones – that don’t feel aligned with their priorities or context.
In this moment, brand leadership is about more than market share – it’s about meaning. Those who recognize the emotional and cultural context of today’s consumer will build deeper loyalty and long-term resilience. Those who don’t may find themselves increasingly out of step with a country that’s shopping with its heart as much as its head.
METHODOLOGY
The survey was conducted with 1,915 Canadian adults from April 3 to 8, 2025. A random sample of panelists were invited to complete the survey from a set of partner panels based on the Lucid exchange platform. These partners are typically double opt-in survey panels, blended to manage out potential skews in the data from a single source.
The margin of error for a comparable probability-based random sample of the same size is +/- 2.34%, 19 times out of 20.
The data were weighted according to census data to ensure that the sample matched Canada’s population according to age, gender, educational attainment, and region.
This survey was paid for by Abacus Data.
Abacus Data follows the CRIC Public Opinion Research Standards and Disclosure Requirements that can be found here: https://canadianresearchinsightscouncil.ca/standards/
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