This year, many shoppers are prioritizing goods made in Canada or sold by Canadian-owned businesses. As holiday shopping ramps up, two York professors offer tips on buying patriotically.
The holiday season, with its flurry of shopping and gift giving, can be a challenge for Canadians who want to support local products and merchants. Schulich School of Business Associate Professor Ela Veresiu, an expert in consumer behaviour, and Professor Markus Giesler, who studies branding and marketplace dynamics, shared their insights with YFile on how to navigate the season with a Canada-first mindset.
Know your Canadian retailers
Earlier this year, the prevalence of the "buy Canadian" movement made it easier for shoppers to know which retailers qualify. As the holiday season approaches, Veresiu notes it can be helpful for shoppers to refresh that knowledge and “really familiarize themselves with Canadian chain stores,” she says. Larger chains like Roots, Indigo, Canadian Tire and Sport Chek can meet a variety of needs, while awareness of local options may encourage shoppers to consider stores like Giant Tiger instead of Walmart, or Well.ca instead of Amazon.
Giesler notes that when shopping at Canadian companies, however, product provenance can be complicated. “Even items with Canadian branding, like Joe Fresh, may be partially imported or manufactured abroad,” he says. He suggests that checking packaging and vendor information can help shoppers understand which products are truly Canadian, whether buying from local stores or online marketplaces such as Amazon, Etsy, or eBay.
Discover neighbourhood gems
Beyond familiar chain stores, there’s another way to support Canadian businesses: exploring independent and local retailers can offer unique products while strengthening community connections. Veresiu encourages shoppers to consider independent neighbourhood shops, noting, “Shopping at smaller, local businesses creates a personalized gifting experience while supporting your community.”
Giesler believes that after identifying small Canadian stores, shoppers can take it a step further by sharing their discoveries. “There are so many amazing Canadian mom-and-pop entrepreneurial ventures that are worth supporting,” he says. “Recommend them to others. Be a megaphone.”
Try 'Thriftmas' this holiday
One recommendation Veresiu shares is taking part in “Thriftmas,” a trend that has grown in popularity among seasonal shoppers. “It’s a movement where you buy second-hand items for the holidays rather than buying brand new,” she says. Consumers can find items such as toys, books, home decor and clothing at community thrift stores or online platforms like Facebook Marketplace. “You still get the experience of buying and giving gifts,” she says. “And it’s patriotic buying because the goods come from Canadians in your local neighbourhood.” She also notes that buying used is more ecologically friendly and can save money.
For those seeking guidance on how to participate, Veresiu points to a growing number of Canadian social media accounts – like Backroad Bundles and Breeya Shade – that curate thrifted holiday bundles and share tips, making it easier to explore high-quality second-hand options.
Give experiences, not things
Beyond physical goods, gifting experiences offers a way to celebrate the season while supporting local businesses and Canadian creativity. “For example, you could gift a spa day, an axe throwing session or a meal at a restaurant,” Veresiu says. “It’s a nice way to spend time with your loved ones and give experiences rather than physical goods during the holiday season.”
That gifting experiences also enables Canadians to connect with and appreciate the richness of their communities, notes Giesler. “We are very fortunate here to live in a vibrant community of experiential opportunities, many of which have their roots in entrepreneurial ventures that are truly Canadian,” he says. Choosing local experiences helps shoppers support Canadian businesses and discover what makes their region unique.
Shop with heart and mind
Giesler encourages Canadians to remember that holiday shopping doesn’t have to be a source of stress. It's important to recognize the limits of what one individual can do when trying to shop patriotically. “The holidays are a time of respite and reflection,” he says. “It’s not always about spending – it’s about being mindful of how good we have it, the opportunities around us and what truly matters to us and our loved ones.”
He adds that supporting Canadian businesses can also take many forms beyond purchases, from celebrating national symbols and shared values to recognizing the creativity and innovation found across Canadian brands. “Sometimes it’s not a matter of the wallet; sometimes it’s a matter of the heart,” Giesler notes.
This season, he advises shoppers to balance their intentions with realism, focusing on meaningful actions – whether a thoughtful gift, an experience, or simply appreciating what Canada has to offer.