Tariffs, global pressures, and shifting consumer values are changing how Canadians spend, and marketers need to take note. New research from Interac shows that Canadians are redirecting purchases toward local businesses, and that shift is reshaping the competitive landscape. Between April and July 2025, small and medium-sized businesses (SMBs) recorded 15 million more Interac Debit transactions compared to last year. This trend is not just significant for consumers; it signals a meaningful change for marketers. Local-first messaging and community-based brand building are resonating more strongly than ever.
Consumers are also shifting their dining preferences: independent restaurants have seen double the transaction growth compared to chains. Marketers who emphasize authenticity and community in their food and beverage brands will likely have the advantage. Additionally, Canadians are increasingly seeking out small luxuries that enhance their mood, such as baked goods and local produce. Furthermore, a significant 70% of Canadians check labels for Canadian origin, highlighting the importance of emphasizing local production in marketing campaigns. As Canadians express their values through spending, local-first storytelling and value-driven marketing will be crucial for building trust and loyalty.