The recent surge in Canadian patriotism, driven by tariff tensions, has sparked a renewed interest in supporting local businesses. In a recent interview with Tandy Thomas, Associate Professor of Marketing and E. Marie Shantz Fellow of Marketing at the Smith School of Business, Queen’s University, she discussed the lasting impact of this “Buy Canadian” movement on consumer behaviour.
Thomas highlighted that Canadian patriotism has always been strong, but the current crisis is amplifying national pride. She believes that whether this trend endures depends largely on how easily retailers can make Canadian products accessible. In times of crisis, consumers are more willing to seek out and purchase local goods, but convenience will be key to sustaining these habits long-term.
The emotions driving this movement are not only rooted in pride but also in feelings of betrayal, fear, and anger toward the United States. Thomas emphasized that Canadians are rallying together to support each other in response to perceived injustices. This collective sentiment is shifting consumer habits, with more people willing to pay a premium for Canadian products aligned with their values, despite rising costs of living and inflation.
She also noted the broader shift in consumer behaviour, with a growing expectation for companies to take stances on social issues. This trend, coupled with the pandemic’s impact on small local businesses, has made supporting Canadian companies even more crucial.
For Canadian retailers, Thomas advises using this moment to highlight their local roots. This presents a unique opportunity to shift consumer loyalties and attract new customers, especially if retailers can maintain product quality. However, she cautioned that large-scale boycotts or drastic changes in shopping habits may not be sustainable in the long run. Instead, small, integrated changes will ensure the movement’s longevity.
As the “Buy Canadian” movement gains momentum, retailers and consumers alike have the opportunity to foster lasting support for local businesses.
Mario Toneguzzi
Mario Toneguzzi is Managing Editor of Canada’s Podcast. He has more than 40 years of experience as a daily newspaper writer, columnist, and editor. He was named in 2021 and 2024 as one of the top business journalists in the world by PR News. He was also named by RETHINK to its global list of Top Retail Experts 2024 and 2025.
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