Buy Canadian sentiment may withstand holiday spending squeeze, survey finds

The 'Buy Canadian' sentiment may hold firm amidst the holiday spending squeeze, according to a survey by PricewaterhouseCoopers. Nearly three-quarters of Canadians (72 per cent) are seeking alternatives to U.S.-made goods, with more than half (54 per cent) willing to pay more for Canadian-made products. This willingness to support domestic industries persists despite budget pressures, with Canadians planning to spend 11 per cent less on holiday shopping overall.

The average Canadian shopper expects to spend $1,487 this season. Adam Boutros, a PwC Canada partner and national consumer markets leader, notes, "Canadians are cutting back, but they’re drawing a hard line on where their money goes." Budget constraints are primarily impacting older Canadians, with Gen X planning to spend 21 per cent less and baby boomers cutting back by 18 per cent.

In contrast, Gen Z shoppers anticipate spending eight per cent more than the previous year. Families with children are the main drivers of holiday spending, planning to spend twice as much as households without children. Canadians are also adopting new shopping habits, with 28 per cent planning to use AI tools for holiday purchases, up from 17 per cent in 2025. Despite these changes, 40 per cent still plan to shop at physical and online stores.