A new TD survey suggests Canadians are leaning into a sense of national pride this summer, with many making more intentional choices to support local and Canadian businesses.
Key survey findings on supporting local:
- Buying Canadian continues to matter, with nearly 8 in 10 (79%) Canadians planning to support local or Canadian businesses this summer
- Almost half (48%) say their desire to support local is even stronger than it was last year – with Gen Z Canadians leading the way at 54%.
-This is showing up in everyday spending habits – from buying Canadian-made products (48%) and dining locally (41%), to choosing domestic travel (38%) and shopping at local boutiques or independent retailers (32%)
- Others are supporting local by attending festivals and fairs (31%) or shopping from Canadian businesses online (26%)
The trend is also shaping travel decisions this summer:
- Overall, most travellers (76%) plan to stay within Canada, including 55% travelling within their own province and 41% elsewhere domestically
- Far fewer Canadians are planning to travel abroad (22%) or to the U.S. (12%)
Together, the findings point to a broader shift this Canada Day: Canadians are not just celebrating where they live, they’re making more deliberate spending choices that reflect their values, supporting local businesses and the communities they're a part of while keeping a close eye on costs.
Julia Kelly, Vice-President, Small Business Banking, TD, talks about the trend.
VIDEO: https://youtu.be/qtkrHpsNYSU