30 Days Post-Tariffs: The Impact of “Made in Canada” Stickers on Retail Sales
In early 2025, new trade tariffs significantly altered the Canadian CPG landscape. Brands, retailers, and shoppers scrambled to adjust, and a surge of “Made in Canada” stickers appeared across grocery stores and pharmacies.
Now that 30 days have passed, and since this is the first time I can remember something like this taking place, it begs the question: Did the stickers actually make a difference?
Early Consumer Reactions
According to a post-tariff consumer survey conducted by the Retail Council of Canada and Ipsos, initial findings show:
- During their shopping trips, 68% of shoppers reported actively looking for “Made in Canada” labels.
- 52% said they would switch brands if a Canadian-made alternative were available.
- 34% reported that the sticker influenced their purchase decision in-store.
While awareness is high, actual behaviour change is emerging more slowly. Shoppers are interested in buying Canadian, but price sensitivity remains a significant barrier.
Sticker Fatigue?
One unforeseen challenge: some consumers expressed “sticker fatigue.” When every product seemed to carry some form of patriotic messaging — whether genuinely Canadian or not — it diluted the impact.
Brands that took time to authentically connect “Made in Canada” claims with storytelling—showing where their products are sourced, crafted, or supported by Canadian communities—performed noticeably better than those simply slapping on a flag.
Retailer Response Matters
Retailers who supported “Made in Canada” sections or in-aisle promotions amplified the effect. Brands placed in dedicated “Canadian Product” sections experienced up to 18% higher sales lift compared to those merely bearing a sticker within regular categories.
Visibility + authenticity = impact.
What CPG Brands Should Be Doing Now
If your brand relies on or promotes Canadian manufacturing, now is the time to double down on smart merchandising:
- Tell the Story: Connect the sticker to your brand’s Canadian roots. Highlight your local farmers, your Canadian manufacturing jobs, or your history.
- Use In-Store Promotions: Collaborate with retailers for special “Canadian Products” end caps, seasonal themes, or QR codes that reveal your “Made in Canada” story.
- Audit Placement: Ensure the sticker is visible but not buried under shelf clutter. Where possible, request shelf talkers or side signage to reinforce the message.
- Support Online and Social: Sync your in-store message with social media promotions that highlight your Canadian pride with authenticity.
“Made in Canada,” stickers have made an impact but are nuanced. They create an advantage, but only when backed by real proof and supported by better visibility. CPG brands that invest in telling their Canadian story meaningfully will benefit from the wave of patriotic consumer sentiment that’s still rising.
As tariffs continue to pressure supply chains and prices in the months ahead, shoppers will increasingly seek brands that feel “closer to home.” Being ready with credible, compelling merchandising could make all the difference.
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