In the wake of sweeping U.S. tariffs, a study from INNOVATIVE Research Group, The Great Canadian Spending Shift: Meet Canada’s Post-Tariff Consumers, found that Canadians are far from united in how they’re adjusting their financial behaviour.
"We often hear about national unity in response to tariffs, but our research shows the opposite,” Jared Gill, strategy director at ONE23WEST, said in a statement. “Canadians are more divided than we realize — and these shifts are already reshaping how and where people spend their money.”
For personal finance watchers, the findings offer key insights into how inflation, identity and purchasing power are creating a patchwork of spending habits across the country, and what that means for consumers and companies alike.
Canadians’ varying opinions post-tariffs
The survey revealed that 21% of respondents fall into a group dubbed “Resentful Canadians” — consumers who are deeply frustrated by the economic fallout of U.S. tariffs and feel that Canada is getting a raw deal. They’re the ones most likely to channel their anger into their shopping habits, actively avoiding American products and brands in favour of homegrown alternatives. Their patriotism isn’t just symbolic — it’s showing up on their receipts.
At the other end of the spectrum, just under one in 10 Canadians are considered “Conflicted Patriots.” These consumers are caught between their national pride and economic reality. They want to buy Canadian, but the pull of affordability and familiarity with U.S. products often wins out. They may check the label, but they’ll still grab the better deal when the budget’s tight.
In a surprising twist, 12% of Canadians are identified as “Pro-America Canadians.” These consumers don’t just tolerate American goods — they actively prefer them, seeing U.S. brands as synonymous with value, quality or even cultural alignment. For this group, trade tensions have little impact on their purchasing decisions. They’re loyal to what works, not where it comes from.
Similarly, nearly one in four Canadians (about 24%) say they’re putting price before politics. This segment isn’t particularly patriotic or antagonistic, they’re pragmatic. For them, the grocery aisle or online cart is about stretching the dollar, not making a statement. Tariffs, borders and political rhetoric take a back seat to affordability.
Still, there are signs of intense national pride bubbling up in some consumers. About 13% are classified as “Raging Canadians” — shoppers whose purchases are strongly motivated by patriotism and a sense of retaliation. For them, buying Canadian is an act of defiance and identity.
And yet, the largest group of all (23%) are considered “Detached.” These are Canadians who are largely indifferent to the political or patriotic dimensions of spending. They don’t see their shopping habits as a reflection of national loyalty or protest. They’re tuned out, focusing on convenience, habit, or personal preference rather than broader economic narratives.
Where the divides come from
While Canadian pride runs deep, financial realities often win out at the cash register. According to the statement, many consumers say they simply can’t afford to prioritize “buying Canadian," even if they want to.
The study highlights how political leanings play a major role in shaping emotional and financial responses to tariffs and trade tensions. For some, tariffs have stoked nationalist sentiment and a renewed push to support domestic brands. For others, especially those with more pro-global or U.S.-friendly views, price remains the primary driver, regardless of origin.
Generational differences are also emerging. Older Canadians, the report notes, are more likely to seek out Canadian-made products, and not just out of patriotism. The statement attributes this to a financial privilege gap, older consumers are more likely to be mortgage-free or retired with stable incomes, making it easier to absorb the higher costs often associated with locally made goods.
Younger Canadians, on the other hand, are more likely to be caught between national values and financial limitations. Facing steeper housing costs, student debt and rising everyday expenses, many simply don’t have the luxury of shopping with politics in mind.
Survey methodology
The results come from an online poll of 1,178 Canadians, sponsored and conducted by INNOVATIVE Research Group, between March 12 to 16. The results are weighted to 1,000 by age, gender, region, education and self-reported past federal vote to ensure accuracy to Census data.
With files from Leslie Kennedy
This article provides information only and should not be construed as advice. It is provided without warranty of any kind.
