As tariffs rise and the Canadian dollar weakens, consumers are rethinking where and why they shop. This latest report from Horizon Media Canada reveals a powerful resurgence in “Buy Canadian” sentiment that is reshaping retail behaviors nationwide.

The findings show that local is no longer just a nice-to-have, it is becoming a key differentiator. From emotional drivers like national pride to practical concerns like price and supply chain stability, Canadians are leaning into homegrown brands. And they want companies to do the same. In 2025, 83% of Canadians say buying local evokes pride, and 82% say they are more likely to support brands that back Canadian industries. That support goes beyond labels and influences everything from online shopping to in-store preferences and cross-border travel.

This report explores what is fueling the shift, which demographics are driving it, and how brands, both local and global, can stay relevant in a market where origin and values are top of mind.

Key takeaways:

• Canadian identity is now a brand asset: 56% say brands that highlight their Canadian roots are more trustworthy.
• Older generations are driving local loyalty: Boomers and Gen X are most likely to switch to Canadian-made products
• Affordability remains critical: While local matters, price, shipping costs, and availability still shape the final decision.
• Younger shoppers are open to global brands if they deliver value and purpose.
• In-store, TV, and social are the top channels for communicating Canadian identity.

Download the full report below.