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Buy Canadian sentiment may withstand holiday spending squeeze, survey finds

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Rana, U. (2026, October 6). Buy Canadian sentiment may withstand holiday spending squeeze, survey finds. Global News. https://globalnews.ca/news/12089537/buy-canadian-holiday-shopping/

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Global News · collected 2026-10-06 · by Uday Rana

Quick Summary

A recent survey by PricewaterhouseCoopers indicates that despite financial pressures, many Canadians are willing to prioritize buying Canadian products this holiday season. The survey found that 72% of respondents seek alternatives to U.S.-made goods, with 54% willing to pay more for Canadian-made items. Despite overall planned spending decreasing by 11%, Canadians anticipate spending an average of $1,487 during the holidays. This shift reflects a generational difference in spending habits, with younger generations like Gen Z planning to increase their holiday spending while older generations cut back significantly.
Written by AI on 2026-10-06, from this article's own text only (the story summary below draws on all the coverage).

AI analysis

Story summary

Ahead of the holiday shopping season, a survey by PricewaterhouseCoopers (PwC) reveals that 72% of Canadians are seeking alternatives to U.S.-made goods and 54% are willing to pay more for products made in Canada. Despite budget pressures, Canadians plan to spend an average of $1,487 during the holidays this year, which is 11% less than previous years. The survey also found that older demographics—Gen X and baby boomers—are particularly cutting back by 21% and 18%, respectively, while Gen Z plans to spend only 8% less compared to last year. Adam Boutros, a partner at PwC Canada, noted that despite the cost-of-living squeeze, Canadians are prioritizing where their money goes, showing strong support for buying Canadian products over U.S.-made goods.

Written for “Canadian Consumer Confidence” on 2026-11-02, grounded in this article and the 0 other(s) covering the same event.

Story

📰 Canadian Consumer Confidence
Economy/Business · 1 article(s) covering the same event.

Compared with similar articles

This article reads leans left and hedges 0% of its claims. Each row says how that neighbour differs.
How the Canada-U.S. trade war could affect Canadian consumers Different event
CBC News
⚖️ Leans left Hedges 21 of 58 claims Outlet record 74/100
“The articles discuss different aspects of trade relations between Canada and the U.S., with Article A focusing on survey results regarding 'Buy Canadian' sentiment during the holiday season, while Article B discusses broader impacts of the trade war on consumers.”
How this article was measured signals, leaning charts, publisher record, byline, topics and claims

Signals How these are calculated →

Claims extracted
13
sentences that state something as happening or true
Uncertain
0%
0 of 13 hedged ("reportedly", "may", "according to")
Leaning
Leans left
of the writing, not the subject · beta estimate
Publisher signals
63/100
Global News's corrections and hedging, across everything collected from it. Not a measure of accuracy.
Outlets on this story
1
Economy/Business
Same framing elsewhere
1
articles that frame the event the way this one does
Analyzed 2026-10-06 · how these are computed

How this is being covered How these are calculated →

Article leaning vs. publisher reliability
Source leaning vs. consistency

Publisher

Global News · 2636 article(s) · 11 correction(s) detected
Running correction rate · 11 correction(s)
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Who wrote this

Uday Rana
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Nothing else under this byline is closely related to this article, so these are simply their most recent.
All 32 articles by Uday Rana →

Topics

Canada Canadian Canadians PricewaterhouseCoopers U.S.-made

Subjects

Canadians NORP · 8× Canadian NORP · 2× Adam Boutros PERSON · 1× Canada GPE · 1× Gen X NORP · 1× PricewaterhouseCoopers ORG · 1× PwC ORG · 1× PwC Canada ORG · 1× U.S.-made GPE · 1×

Narrative

Nearly three out of four (72 per cent) say they are seeking alternatives to U.S.-made goods, with more than half (54 per cent) saying they will be willing to pay more for goods made in Canada, PwC’s 2026 Canadian holiday outlook said.
framing: assertive · carried by 1 article(s) · first seen 2026-10-06
🔮 The cost of living is squeezing Canadians ahead of the holiday shopping season, but many say they’d be willing to spend more under one condition – if they’re buying Canadian.
2026-10-06 · Global News
Buy Canadian sentiment may withstand holiday spending squeeze, survey finds · assertive framing

Claims (13 extracted, 0 hedged)

The cost of living is squeezing Canadians ahead of the holiday shopping season, but many say they’d be willing to spend more under one condition – if they’re buying Canadian. asserted
they → squeeze → Canadian
The ‘Buy Canadian’ sentiment seems on track to withstand the holiday spending squeeze, a survey by PricewaterhouseCoopers found on Tuesday. asserted
survey → buy → Tuesday
Nearly three out of four (72 per cent) say they are seeking alternatives to U.S.-made goods, with more than half (54 per cent) saying they will be willing to pay more for goods made in Canada, PwC’s 2026 Canadian holiday outlook said. asserted
outlook → say → Canada
This is despite budget pressures, which have meant Canadians plan to spend 11 per cent less on holiday shopping overall, it added. asserted
it → mean → shopping
Get breaking National news Canadians plan to spend an average of $1,487 this holiday season, the report said. asserted
report → get → 1,487
“Canadians are cutting back, but they’re drawing a hard line on where their money goes,” said Adam Boutros, partner and national consumer markets leader at PwC Canada. asserted
Boutros → cut → Canada
This year’s budget squeeze is coming primarily from older Canadians. asserted
squeeze → come → Canadians
Gen X Canadians are planning to spend 21 per cent less, while baby boomers are cutting back by 18 per cent. asserted
boomers → plan → cent
In contrast, Gen Z Canadians are planning to spend eight per cent more this year than they did last year. asserted
they → plan → more
Households with children continue to be the main driver of holiday spending, with those households planning to spend twice as much over the holidays compared to child-free households. asserted
households → continue → households
Canadians are also changing where they look for deals, with more than a quarter (28 per cent) planning to use AI tools to shop for the holidays. asserted
quarter → change → holidays
Shoppers are planning to use AI tools to research products, compare items, discover gift ideas and, in some cases, make purchases. asserted
Shoppers → plan → purchases
However, stores remain the top way to shop, with 40 per cent saying they plan to use both physical and online stores. asserted
they → remain → stores
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