“Made in Canada” once a label of origin, now a rallying cry.
Across Canada, shop shelves are shifting. In response to escalating trade tensions with the United States, a wave of consumer patriotism is sweeping the country. Following former President Donald Trump’s imposition of tariffs on Canadian exports, many businesses and customers alike are turning their backs on American goods.
For some companies, that means reevaluating long-standing partnerships. For others, it’s an opportunity to spotlight homegrown products and double down on Canadian manufacturing. In both cases, the economic divide between the two neighbours is becoming more visible and personal.
Retailers Take a Stand
Toronto entrepreneur Joanna Goodman, owner of luxury bedding brand Au Lit Fine Linens, is one of many who feel betrayed by the recent economic aggression from the U.S. government. Her decision to scale back American imports wasn’t purely strategic it was emotional.
‘That Basket Is Very Reckless’
“Right now, I’m a little angry,” Goodman says. “I don’t want to invest in American companies. It’s about having your eggs in one basket. And right now, that basket is very reckless and very precarious.”
Inside her store a sprawling warehouse space showcasing neatly made beds, premium linens, and artisanal candles the pride in Canadian craftsmanship is unmistakable. Roughly 20% of Au Lit’s current inventory still comes from U.S. suppliers, but that may soon change. Goodman has no plans to discard existing stock, but she’s uncertain about replenishing it.
“You see how big the store is,” she gestures. “Even 20% is a lot. I have a lot of inventory here of American brands that I’ve had relationships with for 20 years. I’m not going to throw it away. The question is, will I reorder?”
Spotlighting Local Products
As a form of quiet protest and a powerful marketing move Au Lit Fine Linens has started labeling all its Canadian-made goods in-store and online. Visitors to the website are greeted with a dedicated section titled “Shop All Made in Canada,” prominently featuring domestic textiles and accessories. The tagline reads: “Made right here at home.”
It’s a message that resonates deeply with customers increasingly conscious of the geopolitical implications of their purchases. For many Canadians, buying local has evolved beyond supporting small businesses it has become an act of national solidarity.
Ripple Effects Across the Border
Canada’s consumer shift is only one piece of a broader puzzle. For Canadian businesses with operations or supply chains in the U.S., the Trump-era tariffs have created new uncertainties. Some are considering whether to scale back American operations or repatriate their business entirely.
- Product sourcing: Companies are re-evaluating suppliers to reduce U.S. dependency.
- Manufacturing decisions: Some firms are investing in Canadian production facilities to avoid U.S. tariffs.
- Brand identity: Businesses are leveraging Canadian origin stories to strengthen customer loyalty.
And while political tensions may eventually ease, for many Canadian entrepreneurs, this period has served as a wake-up call one that underscores the importance of economic self-reliance.
The Bigger Picture
The Trump administration’s trade policies including aluminum and steel tariffs ignited a retaliatory cycle. Canada had planned duties on U.S. goods like whiskey and orange juice, and although some retaliatory measures have been delayed or adjusted, the rift remains palpable.
For brands like Au Lit Fine Linens, the tariffs are more than abstract policy decisions. They’re personal. They affect supplier relationships, consumer trust, and the very fabric of the business. And they’re prompting a redefinition of what it means to “shop local.”
As the trade war simmers on, one thing is clear patriotism now has a price tag, and many Canadians are willing to pay it.
