As the 2025 holiday season approaches, Canadian retailers are preparing for what many expect to be a more deliberate, values-driven shopping period. According to Jaimie Harris, founder and CEO of Toronto-based sleepwear brand This is J, the landscape has evolved dramatically over her two decades in retail.

“What we’re seeing this year is a return to purposeful spending,” said Harris. “People don’t want to waste money. They’re being thoughtful, asking questions about where things are made, and seeking value in every purchase.”

Harris, whose company has been producing its signature Bamboo Jammers and loungewear in Canada since 2003, says that the past few years have reshaped the psychology of holiday shoppers.

“During COVID, there was a sense of panic shopping. People just wanted to get whatever they could before delivery delays hit,” she explained. “Now, things have stabilized. There’s more time to think, and people are gravitating back toward gifts that mean something.”

This trend, Harris said, is being reinforced by both economic realities and logistical disruptions. “With tariffs, currency exchange rates, and the rotating Canada Post strike, shoppers are realizing that local is not just ethical, it’s practical,” she noted.

The Tariff Effect and the Rise of Local

For many Canadians, this year marks the first time they’ve felt the tangible effects of tariffs on imported goods. “People have been hearing about tariffs in the news, but they didn’t really understand how it impacted them until they started ordering items and getting hit with unexpected fees at the door,” Harris said.

She described how customers are now more cautious, comparing costs and origins before committing to a purchase. “They’re asking, ‘Where is this made? Who made it? How long has this company been around?’ We haven’t seen that level of curiosity in years.”

This shift has been a boon for Canadian manufacturers. “We’ve been saying for years that Canadian-made matters,” she said. “Now, shoppers are seeing the benefits firsthand. They don’t have to pay duties or worry about delays at the border. They can buy from someone down the street.”

The Canada Post Strike and Its Ripple Effects

The current rotating Canada Post strike has compounded existing challenges for small businesses. Harris, who ships thousands of orders across the country during the holidays, recalled the difficulties of the previous strike and how it informed her strategy this year.

“We stopped shipping with Canada Post as soon as they announced the possibility of a strike,” she said. “Last time, we had 75 packages stuck in limbo for weeks. It wasn’t catastrophic, but it was a wake-up call.”

For many smaller retailers, however, alternatives are limited. “If you’re in a rural community or your customers use PO boxes, Canada Post is often the only option,” Harris added. “Some businesses don’t have the flexibility we do.”

The uncertainty, she explained, has driven shoppers to act earlier than usual. “People are starting holiday shopping in September because they don’t want to risk delays,” she said. “They’re also visiting us in person at the One of a Kind Show to avoid shipping entirely.”

A Return to In-Person Shopping

Harris first exhibited at the One of a Kind Show 23 years ago and still remembers the early days vividly. “Back then, people came to discover new brands. If they didn’t buy on the spot, they had no idea how to find you again,” she said. “Now, shows like that are more like showrooms. Customers visit, learn your story, and then shop online.”

But 2025 feels different. “We’re seeing a resurgence of people wanting to shop in person. They don’t want to make mistakes online, pay tariffs, or deal with returns. They want to see the product, meet the maker, and know exactly what they’re getting.”

This year, This is J is using the event to celebrate its Canadian roots. “We’re launching an exclusive holiday pattern at the One of a Kind Show,” said Harris. “It’s our way of giving back to the customers who’ve supported us for more than two decades.”

Thoughtful Gifts and the ‘Value-Driven’ Consumer

According to Harris, shoppers are not necessarily spending less, they’re simply spending smarter. “It’s not about cutting back,” she said. “It’s about being careful. People want quality, longevity, and a story behind what they buy.”

She believes that storytelling will play a critical role for retailers this season. “Consumers are savvy now. They want transparency — who you are, what you believe in, and why your product matters,” Harris explained. “Whether you’re a brand or a retailer, you need to give people a reason to connect with you.”

At This is J, storytelling has always been central. The brand’s pajamas are marketed as “pajamas for more than just the bedroom,” designed for comfort at home and beyond. “Holiday time is about comfort, family, and togetherness,” said Harris. “Our focus is on creating those matching moments, families sitting around in their pajamas, making memories together.”

Preparing for a Shorter but Busier Season

The structure of the 2025 holiday calendar has also shifted shopping patterns. “Last year, all the big sale days…One of a Kind, Black Friday, Cyber Monday, fell in the same week. It was chaos,” Harris recalled. “This year, there’s more breathing room. It’s giving shoppers and retailers a little more flexibility.”

Despite that reprieve, Harris cautioned that the season will still move fast. “It feels like the time between American Thanksgiving and Christmas is shorter every year,” she said. “Retailers need to have inventory ready early, and consumers need to plan ahead.”

Lessons from Two Decades in Canadian Retail

Reflecting on her 20-plus years in business, Harris has seen holiday retail evolve from dial-up credit card machines to global e-commerce platforms. “When I started, it cost $500 just to connect a Visa machine at the One of a Kind Show,” she laughed. “Now, we can process transactions anywhere on a phone. The industry has changed completely.”

But what hasn’t changed, she emphasized, is the emotional core of retail. “People want connection. Whether it’s through a handmade gift or an online order, the best retailers make people feel something.”

For Harris, that human connection is at the heart of the season. “Holiday shopping isn’t just about buying things. It’s about comfort, care, and shared experiences. That’s what keeps people coming back year after year.”

More from Retail Insider:

• ‘This Is J’ Marks 22 Years of Canadian Production
• Canadians keep holiday budgets steady at $975 in 2025