^{Photo: The New York Times}

A Personal Boycott Reflects a National Shift

For Lisa McBean, an Ontario resident who had long embraced cross-border shopping and travel, buying American products once felt routine. Weekend trips to the United States, concert getaways, and grocery items imported from American brands were all part of everyday life. But by early 2025, those habits changed dramatically.

The 54-year-old now checks product labels carefully to confirm whether goods are made in Canada before placing them in her shopping cart. Trips she had planned to the United States for concerts and shopping excursions have been canceled. Even quick drives across the border for discounted items—once common among Canadians living near the frontier—have been removed from her plans.

Her decision is rooted in frustration over the political tension that emerged after U.S. President Donald Trump repeatedly suggested that Canada could become the 51st state. Those comments, combined with tariffs on Canadian exports, ignited anger across Canada and sparked a wave of economic pushback from consumers.

“Enough is enough,” McBean said, echoing a sentiment that has become increasingly common among Canadians who feel their country’s sovereignty and economic interests are being challenged.

From Patriotism to Consumer Movement

What began as a surge of national pride in early 2025 has gradually transformed into a widespread consumer movement across Canada’s population of roughly 41 million people. The reaction has extended beyond political rhetoric and evolved into everyday economic decisions.

Canadians have been changing how they shop, where they travel, and which companies they support. Domestic brands are benefiting from the shift, while American companies that once dominated certain Canadian markets are seeing reduced demand.

Polling data shows the trend is not fading. According to surveys conducted by Canadian market research firms, a significant majority of Canadians have consciously reduced purchases of U.S.-made products in the past year. Many say they plan to continue doing so for the foreseeable future.

The phrase “elbows up,” borrowed from hockey culture as a symbol of toughness and resistance, has become a national slogan for this movement. The phrase represents a willingness to stand firm against perceived pressure from the United States.

Trade Tensions Put Economic Ties Under Strain

For decades, the United States and Canada maintained one of the world’s closest economic partnerships. In 2025, Canada remained the second-largest trading partner of the United States, with bilateral trade totaling hundreds of billions of dollars annually.

However, economists say the relationship has become more fragile over the past year.

Recent trade data shows that the share of Canada’s imports coming from the United States has declined significantly. Excluding the unusual disruptions during the COVID-19 pandemic, the proportion of American imports in Canada’s total import mix reached one of its lowest levels on record last year.

Economists warn that the shift could signal a longer-term structural change in North American trade patterns. Canadian businesses are increasingly looking to diversify supply chains and strengthen domestic production to reduce dependence on U.S. suppliers.

The change also reflects a deeper shift in public perception.

For many Canadians, the United States has traditionally been viewed as a stable and dependable ally. But recent political tensions have led some to question that assumption.

Evidence of Changing Consumer Behavior

Research from Canada’s central bank indicates that consumer behavior began shifting noticeably in early 2025. Canadian shoppers started favoring local products over imported American goods, particularly in categories such as food, beverages, and household items.

Retailers and liquor stores have leaned into the trend, promoting Canadian-made products with prominent signage and dedicated store sections encouraging shoppers to “buy Canadian.”

According to consumer polling conducted earlier this year among more than 2,600 Canadians:

• Over 60% reported avoiding U.S.-made alcohol, fruits, or vegetables.
• More than half said they intentionally reduced purchases from American retailers or online stores.
• A majority indicated they plan to continue avoiding American goods and services for at least the next six months.

Central bank researchers say the pattern could influence broader economic indicators, including inflation and the composition of Canada’s gross domestic product. Increased demand for domestic products may boost local industries, while declining imports could reshape supply chains.

Travel Patterns Also Changing

The shift is not limited to retail purchases. Tourism and travel patterns are also evolving.

Millions of Canadians typically travel to the United States each year for shopping, vacations, and entertainment. But recent travel data suggests fewer Canadians are making those trips.

Some airlines and tourism officials have reported slower demand for cross-border travel routes compared with previous years. Instead, Canadians appear to be exploring domestic travel options or international destinations outside the United States.

For border communities that rely heavily on Canadian visitors, the change could have noticeable economic consequences.

Businesses Adjust to the New Mood

Canadian businesses are quickly adapting to the changing consumer environment.

In Toronto, one long-standing business with a distinctly American-sounding name is reconsidering its branding altogether. After operating under the name “Great American Backrub” for roughly 25 years, company president Nazir Lalani has begun emphasizing the company’s Canadian ownership in advertising and signage.

The business is even considering a complete name change to remove the American association.

At the turn of the century, Lalani said, American branding carried a certain prestige in Canada and was often viewed as a sign of quality and global influence. Today, the cultural and economic climate has shifted.

“Anything American used to be very popular in Canada,” Lalani said. “Now the environment is very different.”

A Long-Term Shift in Canada–U.S. Relations?

Experts say it remains uncertain how long the boycott mentality will last. Consumer reactions to political disputes can fade over time, especially if trade tensions ease.

However, the persistence of the current movement suggests it may have longer-lasting effects than many expected. Polls show strong national sentiment, and economic data indicates that some changes—such as supply chain diversification and domestic purchasing—may endure even if political rhetoric softens.

For now, the “elbows up” mentality appears firmly embedded in Canadian consumer culture. What started as a political reaction has become a broader economic movement reshaping shopping habits, corporate branding, and the future of cross-border trade.