For much of the past year, Canadian shoppers have expressed strong support for locally-made products, especially during periods of heightened trade tensions with the United States. Early in the year, many consumers actively sought out Canadian brands, checked product origins on packaging, and prioritized domestic items even at a higher price point. But as the cost of living continues to rise and holiday shopping intensifies, signs are emerging that this patriotic momentum may be losing steam.

Also Read: Best long term Canadian stocks

Small retailers across the country report that although customers still appreciate Canadian goods, they no longer search for locally manufactured items with the same enthusiasm. Many shoppers who once turned over every package to confirm its origin are now more focused on price, convenience, and online delivery speed. The shift is particularly visible in stores selling items like home goods, cosmetics, children’s products, and artisanal merchandise. Retailers say that consumers may talk about supporting Canadian businesses, but their actual purchasing decisions do not always follow through — a gap often described as the “say–do” disconnect.

Industry data mirrors what frontline businesses are witnessing. While some companies recorded modest increases in sales of Canadian-made items, many more saw no meaningful change as inflation and household financial pressures intensified. Even large retailers noted that shoppers who briefly switched to domestic alternatives during the tariff dispute have since reverted to familiar U.S. brands now that price differences have reappeared.
Also Read: Stock investment Canada for beginners

Retail analysts suggest that high living costs are the central force driving this change. When budgets tighten, value tends to outweigh patriotic intent. Unless a product offers clear functional, ethical, or quality advantages, shoppers increasingly gravitate toward the most economical option available — regardless of where it was manufactured. Convenience also plays a major role, particularly with the growing dominance of e-commerce and fast delivery expectations.

Yet support for independent and local businesses remains strong. Many consumers consider shopping at small Canadian stores a meaningful choice, even if the products themselves are globally sourced. Retailers say that this local-support mindset often helps sustain small businesses, even as shoppers scale back holiday budgets and purchase fewer items than in previous years.

This holiday season will serve as a crucial barometer of whether the Buy Canadian movement can withstand economic headwinds. While the desire to support domestic products remains alive, the reality of price-sensitive spending may determine how deeply that sentiment translates into actual sales.