Will cost and convenience trump ‘Buy Canadian’ push this Christmas? | CBC News

Ann-Marie Brooking describes herself as a “very proud Canadian” and ten months into the trade war with the United States, her stance on supporting Canadian goods has only gotten stronger.

“When it initially happened, I think we were really focused on where we needed to buy our products,” she said. “And I’m so used to buying the same products now that most of them are Canadian made.”

“I have better habits now,” she said. “It’s always on the back of my mind. Where I spend obviously matters.”

That’s what Canadian businesses and retailers are hoping to hear as we come up on the first holiday season since the U.S. trade war broke out, and started pushing people to boycott American-made goods and travel in response. 

But even with a greater sense of economic nationalism and emphasis on domestic resilience, the rising cost of living is also a major contributing factor this year.   

Brooking said with her “elbows up” she’ll continue to prioritize Canadian-made purchases, but admits there are a lot of things to consider this season. 

“Just with the cost of living, our bills, maintaining homes, grocery prices, the added expenses of putting our children in sports, for example, all of those factors obviously come into play,” she said.   

“I have an amazing job and [I’m] still very conscious of spending, so I really appreciate those who are not as fortunate as I am, how they’re managing this Christmas season.”

Canadian products a priority, survey shows

Jim Cormier, Atlantic Director for the Retail Council of Canada, said a recent survey of Canadians found those two things — Canadian-made and cost — are big factors this year. And not necessarily in that order. 

“About 86% of respondents in the survey that we did in August said that they planned to shop close to home and that buying Canadian is really important,” he said. “84% said they’d even go so far as to seek Canadian made products.”

But the survey also found that cost matters more than anything, he said. 

“Over 60% told us that price is always going to be the number one factor. And then when you break it down even further into an Atlantic Canadian carve out, price is always going to be the number one factor for Atlantic Canadians.”

The RCC × Leger 2025 Holiday Shopping Survey polled more than 2,500 Canadians between August 5-25, and would produce a margin of error of plus/minus 2 percent. 

Its findings ring true for Craig Buchanan, who said in today’s economy, the cost will be the number one driver in his decision-making. But a close second, will be where it’s made.

“I would be looking to buy Canadian products more so than ever before,” he said, pointing out that finding those items shouldn’t be difficult this year. 

“From looking around at the stores, everything that is Canadian seems to be very well highlighted. So it seems like…what people are looking for is Canadian made goods.” 

The Crescent Gold and Diamonds store in Fredericton makes no secret of its origins, with Canadian flags prominently placed above display cases, and employees quick to point out the Canadian diamonds and gold.

Store manager, Matt Clark, said business has been good for the Maritime-owned jewellery store, with recent expansions across the country.

“People like spoiling people with diamonds and gold,” he said. Even during tough economic times, he said jewellery “is one of the most bought items at Christmas.”

Clark said the company also sources products from abroad, from places like India, Thailand and Italy, but fortunately not a lot from the U.S., which has helped them avoid being hit with a lot of tariffs this year. 

A privilege to prioritize

But being choosy is a luxury not afforded to everyone, according to Heather Atcheson, social researcher at the Human Development Council in Saint John. 

The group identifies and researches social issues in New Brunswick. Atcheson said “being able to make those decisions does come with a lot of privilege.”

“I think it’s certainly ideal to buy Canadian and to buy local when we can,” she said. “But we see that when budgets are already limited, when incomes are low, that really restricts people’s choices. And sometimes we can’t be as selective about where we get our goods.”

She said there have been reductions in childcare costs, and the newly implemented Canadian dental care plan has reduced healthcare bills as well. But shelter costs are soaring, she said, and that shows her that the cost of living remains an issue. 

Many people are trying to make ends meet, she said, and are unable to prioritize local or Canadian-made products, or consider other priorities such as sustainably sourced and environmentally friendly products. 

“My advice would be do what you can, but also take care of yourselves as well,” she said.

‘Everybody’s pulling back’ 

Cormier said holiday spending usually goes up each year, but the survey is “showing that everybody’s pulling back a bit.”

Atlantic Canadians are planning to spend 1 percent less, he said, which works out to $912 per adult, compared to the Canadian average of $975.

Cormier said people are also doing their homework. 

“Inflation has created a much more strategic shopper this year,” Cormier said. “A lot of our respondents to the survey said that they plan on doing a lot of research, waiting for sales and then saying that frankly, price is going to be paramount.”