As Canada Day approaches, Canadians are eager to support homegrown products, but many are still holding back at the checkout counter. Canada Day, celebrated every July 1, marks the anniversary of Confederation and is one of the country’s most patriotic holidays.
A new PwC Canada survey finds that 75 percent of Canadians say they would pay more for premium or locally produced food. The report reflects a growing wave of consumer patriotism, boosted by tensions from the ongoing US-Canada trade war.
“Canadians value local products and want to support homegrown businesses,” said Elisa Swern, national retail and consumer leader at PwC Canada.
However, the enthusiasm for buying Canadian comes with limits. 76 percent of those surveyed say they’re concerned about the overall cost of food, and many are cutting back on spending as inflation and tariffs take their toll.
A separate TD Bank Group study echoes that trend that Canadians are spending less across nearly every category, as economic uncertainty and US trade policy weigh heavily on household budgets.
Still, the will to support Canadian goods is strong, especially when there’s transparency. 63 percent of consumers say they’d pay more if they clearly understood where a product was from, and 58 percent actively seek sustainability information.
“Consumers told us they want to buy more local, more Canadian, more sustainable goods,” Swern said. “They want to know the story behind what they’re buying.”
To help close the gap between intent and affordability, retailers are stepping up efforts to label Canadian-made items both in-store and online, while producers work to scale operations and bring prices down.
The patriotic shift extends to travel, too. A TD tourism report shows 64 percent of Canadians plan to travel within the country this summer, avoiding trips to the U.S. as trade tensions rise.
The federal government’s Canada Strong Pass, launched earlier this month, is designed to support domestic tourism. It offers free or discounted admission to national parks, museums, and galleries. In Prince Albert National Park, staff are already bracing for a surge in visitors.
“This summer, people want to reconnect with Canada not just as a place, but as a principle,” said visitor services lead Aimee Valmont.
But for many Canadians, it comes down to cost.
A new PwC Canada survey finds that 75 percent of Canadians say they would pay more for premium or locally produced food. The report reflects a growing wave of consumer patriotism, boosted by tensions from the ongoing US-Canada trade war.
“Canadians value local products and want to support homegrown businesses,” said Elisa Swern, national retail and consumer leader at PwC Canada.
However, the enthusiasm for buying Canadian comes with limits. 76 percent of those surveyed say they’re concerned about the overall cost of food, and many are cutting back on spending as inflation and tariffs take their toll.
A separate TD Bank Group study echoes that trend that Canadians are spending less across nearly every category, as economic uncertainty and US trade policy weigh heavily on household budgets.
Still, the will to support Canadian goods is strong, especially when there’s transparency. 63 percent of consumers say they’d pay more if they clearly understood where a product was from, and 58 percent actively seek sustainability information.
“Consumers told us they want to buy more local, more Canadian, more sustainable goods,” Swern said. “They want to know the story behind what they’re buying.”
To help close the gap between intent and affordability, retailers are stepping up efforts to label Canadian-made items both in-store and online, while producers work to scale operations and bring prices down.
The patriotic shift extends to travel, too. A TD tourism report shows 64 percent of Canadians plan to travel within the country this summer, avoiding trips to the U.S. as trade tensions rise.
The federal government’s Canada Strong Pass, launched earlier this month, is designed to support domestic tourism. It offers free or discounted admission to national parks, museums, and galleries. In Prince Albert National Park, staff are already bracing for a surge in visitors.
“This summer, people want to reconnect with Canada not just as a place, but as a principle,” said visitor services lead Aimee Valmont.
But for many Canadians, it comes down to cost.
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