A new national study conducted by Lightspeed Commerce Inc., the one-stop commerce platform empowering merchants to provide the best omnichannel experiences, reveals through a recent study that Canadian consumers are not only rallying behind local products in response to new U.S. tariffs but are reshaping long-term shopping behaviours around supporting homegrown businesses.
The survey, conducted from March 12 to 14, 2025, among 1,000 Canadian adults, found that 91% of Canadians are either currently focused on buying Canadian products or planning to do so. Notably, 71% are already making intentional purchasing decisions to support Canadian goods, underscoring a powerful shift toward local pride and consumer consciousness.
Dax Dasilva, CEO of Lightspeed Commerce, said this movement to Buy Canadian has materialized very quickly and is very strong.
“I think that 91% of Canadians prioritizing Canadian products in response to tariffs shows a real unity between the Canadian consumer and the Canadian citizen. My consumer behaviour and my citizen behaviour are overlapping, and there’s a real patriotism for Canadian-made products, local retailers.
“We saw a little bit of that patronage to local retailers during the pandemic, but this is a bit more of a nationalistic angle to it and I think it’s going to be a lasting phenomenon. This is pretty new territory for us in the context of how we think of ourselves in North America and our friends and allies. It’s exciting that there’s going to be a lot of support for Canadian products and for Canadian retailers, and probably a moment where that kind of support can help these businesses grow, scale, and be more material contributing to the overall Canadian economy and GDP.”
Dasilva said it could be a permanent shift in consumer behaviour. There’s been a buy local movement in all Western countries. This is about supporting businesses that keep money in our communities and questioning the role of big chains like Amazon that aren’t supporting Canadian workers. I think this unifies those conversations and benefits local businesses. Given the amount of research people are doing and the thoughts people are putting into these decisions, he doesn’t think this is just a passing trend—it could be a new permanent lens for consumer decisions.
Dasilva said he finds it interesting that Canadians are willing to pay more to support local products, even though there are financial challenges. Athe end of the day, people need to make consumer decisions. They’re not going to stop buying altogether, but there will be more intentionality behind their spending. Consumers are now making decisions with more thought—what’s the source of the product, where is it made, and what kind of retailer am I supporting? It’s an added layer to purchasing decisions. Even if people are financially strapped, this new layer of intentionality could shape how they prioritize their money.
“It’s interesting that there’s also little bit of an element of boycott for some really big US names. More than 70% saying actively boycotting US retailers like Walmart, Amazon, McDonald’s. These are staples that are a big part of most Canadians lives,” he said.
The Lightspeed report said Canadians aren’t just making impulse purchases — they’re reading labels, researching brands, and having conversations about where to shop:
- 65% are reading labels and tags to ensure they’re buying Canadian
- 46% are actively researching trusted Canadian brands and retailers
- 44% are becoming more aware of what products they want to avoid
- 41% are discussing where to shop with friends and family
The study found that 71% of Canadians are willing to pay more for Canadian-made products, with 76% of respondents stating they’d pay 5–10% more. This willingness suggests growing trust in the quality and value of Canadian goods and services.
When asked what “Buy Canadian” means to them, the top response (72%) was buying goods made in Canada from a Canadian retailer. However, the definition is evolving, with:
- 47% associating it with products that embody Canadian identity (like Tim Hortons or Roots)
- 43% indicating they’d buy Canadian-made goods from any retailer, including large e-commerce platforms like Amazon
“While most Canadians support buying local, they are also realistic. 59% said they would not stop shopping at Canadian retailers that carry a mix of U.S. and international goods, showing pragmatism in their buying habits. At the same time, 74% support Canadian retailers removing U.S. goods from shelves, revealing strong backing for local-first retail strategies,” added Lightspeed.
“The study also highlights a growing appetite to support Canadian alternatives over U.S. giants: 73% of Canadians are either currently avoiding or planning to avoid major U.S. retailers like Walmart, Amazon, and McDonald’s.”
The study found that 29% of Canadians believe companies are mislabelling products as “Canadian”.
However, nearly half (49%) suspect deceptive practices exist but believe most companies are being honest.
“Perhaps most significantly, 74% of Canadians said they are likely to continue buying Canadian products even if U.S. tariffs are removed. The trend points to a larger behavioural shift — one where Canadians are choosing to invest in their economy, support Canadian businesses, and prioritize quality and authenticity,” said Lightspeed.
