PwC survey: Canadians cut spending but embrace buying local
Oct 15, 2025
The consulting firm’s annual survey reports that Canadian consumers will spend an average of $1,675 on gifts, travel and entertainment this holiday season—a 10% drop from 2024 (consulting.ca). Younger shoppers plan the deepest cuts, with Gen Z expecting to spend 35% less. To save money, 45% plan to buy second-hand or upcycled goods.
Despite the belt tightening, patriotism remains strong. Seventy-eight percent of respondents said they will look for alternatives to U.S.-made goods, and 49% said they’re willing to pay more for Canadian-produced products.
Our Take
The willingness to pay a premium for homegrown goods, even as overall spending drops, is particularly noteworthy. It suggests that the Buy Canadian movement has matured from a protest response into a durable consumer preference. That said, talk is cheap—and actions speak louder than surveys. It will be important to see whether those intentions translate into real sales data in the months ahead.
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