Canadians are responding to President Donald Trump's recent tariff threats and comments about making Canada the 51st state with a surge in economic patriotism, Business Insider reported. The country's largest retailer has noted a significant increase in sales of Canadian-made products as consumers actively seek alternatives to American brands.
Loblaw Companies CEO Per Bank highlighted this trend during the company's fourth quarter earnings call last month. "Every single person I meet, they want help and guidance how they can buy more Canadian products, and we're really trying to do everything we can to help them," Bank stated. According to Bank, sales of products prepared in Canada were up by double digits in mid-February, with particular strength in grocery, dairy, and frozen food categories.
This consumer shift reflects a broader emotional response from Canadians. Mike Moffatt, a former economic adviser to Justin Trudeau, described the national sentiment as a combination of hurt and anger in an interview with Scott Galloway. "Weirdly, we've come together more as a country. I think we are less divided than we have been in probably a decade here," Moffatt noted.
The movement has gained momentum following Trump's comments that Canada had "no room left" to avoid tariffs. Moffatt pointed out that Canada's greater dependence on foreign trade makes the country particularly vulnerable to tariff impacts and potential retaliatory measures, which would create supply chain challenges and price increases.
For many Canadians, this economic patriotism has become personal. Pearl Whamond, a nurse who has lived in Montreal all her life, told Business Insider she feels "horrified" and "very scared" by recent developments. Whamond described witnessing an unusual display of Canadian patriotism even in Quebec, a province not typically known for such sentiment. "If Quebec is pissed off enough to become nationalistic and fly the Canadian flag, something's really wrong," she said.
Social media has become a forum for Canadians seeking local alternatives, with Whamond mentioning that her local Facebook groups are filled with people requesting Canadian substitutes for specific products and brands. She personally has avoided shopping at Amazon for nearly a month despite previously being called the "Amazon queen" by her husband, and has also been steering clear of American chains like McDonald's and Walmart.
Another Canadian from Alberta told Business Insider that he has also been avoiding American products when possible, preferring goods made in Canada or other countries. "Patriotism is definitely way up," he said. "I feel like we're actually a united front as Canadians. We're collectively rejecting the divisive rhetoric that has led to all this."
The patriotic sentiment has extended beyond consumer choices to sports, highlighted during the recent Four Nations Face Off hockey tournament. After the United States defeated Canada in their initial match, Canada came back to win the championship in sudden-death overtime with a performance described as comparable to Olympic or Stanley Cup intensity.
Prime Minister Justin Trudeau captured the national mood with his post on X following the victory: "You can't take our country – and you can't take our game."
Industry analysts suggest this consumer behavior could have lasting effects on trade patterns if sustained, potentially strengthening Canadian businesses while impacting US companies that have traditionally enjoyed strong market presence in the country of approximately 40 million people.
