Shortly after the United States imposed tariffs on Canada, a local bar in Toronto began removing all American products from its menu. This meant that items like nachos, chicken wings, and beer now had to be made with locally sourced Canadian ingredients, or, when local ingredients were unavailable, non-American products sourced from Europe or Mexico. This change reflected a growing sentiment of economic nationalism in response to the tariffs.
Leah Ruzzo, manager of Madison Avenue Pub in Toronto, considered boycotting American products a matter of course. She stated that even if the tariffs themselves were not permanent, the boycott was "pretty much here to stay." Ms. Ruzzo told the BBC on Thursday: "I'm happy that we're getting rid of American products and supporting local businesses. I think it's an important thing to do." This decision highlights a desire to support Canadian businesses in the face of trade tensions.
This confrontational stance against U.S. President Donald Trump's tariffs and threats is spreading across Canada. Actor Jeff Douglas, formerly the spokesman for Molson Canadian beer's "I am Canadian" ad campaign, released a lighthearted but patriotic video on YouTube this week in response to Trump's remarks about Canada becoming the "51st state." Mr. Douglas declared in the video: "We are nobody's 51st state." The video quickly went viral in Canada, showcasing a sense of national pride.
Some counteractions have been more symbolic, such as a Montreal café renaming its Americano coffee to "Canadiano." The owner stated that this small gesture aimed to express community and national solidarity and support. Even the Canadian Broadcasting Corporation (CBC) felt the impact of this wave of patriotism after the broadcaster aired a segment asking Canadians how they would feel about Canada becoming the "51st state," as Trump had repeatedly suggested. The segment sparked a strong backlash and was accused of "treason," "incitement," and even "betrayal," demonstrating the sensitivity of the issue.
Although Trump has since lifted some tariffs this week and suspended others until April 2, many Canadians say the damage has been done. Foreign Minister Mélanie Joly told CNN on Thursday that Canada had suffered "too much disrespect from the Trump administration, calling us the 51st state, calling our prime minister a 'governor.'" Meanwhile, Doug Ford, the leader of Canada's most populous province, has not abandoned plans to impose export tariffs on electricity that Canada supplies to some U.S. states. This 25% surcharge would affect up to 1.5 million American households, indicating a willingness to retaliate economically.
Speaking about Trump on a local radio program on Thursday, Ford said: "I feel sorry for the American people because it's not the will of the American people, or even the elected officials, it's the will of one person." He also said: "He's attacking his closest friend, his closest ally in the world, and it's going to absolutely devastate both economies." Canadians support their country's reciprocal actions and say they should remain in place until the U.S. fully removes the tariffs, showing a strong desire for fair trade practices.
Andrew, a customer at a Liquor Control Board of Ontario (LCBO) store in Toronto that stopped selling American-made alcoholic beverages, said: "You don't know where you stand from one night to the next." Trump says he'll delay the tariffs, "but what does that mean?" he asked. "Until we know how things are going to play out day by day, let's get [American-made drinks] off the shelves." This reflects a lack of trust and a desire for stability in trade relations.
The tariffs have caused deep anxiety in Canada, where most of the country's exports go to American customers and companies. Officials predict that a full 25% tariff could lead to as many as one million job losses, while economists warn that a recession is looming if the tariffs continue. The potential impact is so devastating that the Canadian government has announced it will implement relief measures similar to those implemented during the COVID-19 pandemic to help affected individuals and businesses, highlighting the seriousness of the economic threat.
Rob Gillezeau, an assistant professor of economic analysis and policy at the University of Toronto, said that even if the tariffs are temporarily reduced, the uncertainty alone is harming the U.S. and Canadian economies. "What's most sensitive to uncertainty is business investment," Professor Gillezeau said. He added that businesses "aren't going to want to spend a dime" until they get some clarity. Analysts believe that the beginnings of a trade war may have already cost Canadian companies hundreds of thousands of dollars as they try to navigate the changes and potentially delay deals and disrupt trade due to the confusion.
This unease is also reflected in the stock market, which has nearly erased all the gains made since Trump won the presidential election in November 2016. Beyond the economic distress, many take seriously Trump's comments about annexing Canada, with Canadian Prime Minister Justin Trudeau suggesting that the U.S. president covets Canada's resources. Trudeau told reporters in Ottawa on Thursday: "He wants to see the Canadian economy completely collapse, because that would make it easier to annex us." These comments highlight the deep-seated concerns about the future of the relationship.
Professor Gillezeau pointed out that the hurt from a neighbor whom Canada has long considered its closest friend and ally is particularly profound. The U.S. and Canada have fought wars side by side, boast the world's longest "undefended" shared border, and even conduct joint security operations in the Arctic to defend each other's sovereignty. "We've been allied for 100 years," he said. He added that many Canadians may be upset not only about the way the U.S. is treating Canada but also about the way it is treating other allies like Ukraine, suggesting a broader concern about American foreign policy.
Professor Gillezeau said: "We're decent, honorable people, and we stand by our allies. I think that's what's causing the real deep-seated discontent that we're seeing." The Canadian-led boycott has already had practical effects. Canadian media outlet Global News cited data from Flight Centre Canada reporting that leisure travel bookings to the U.S. are down 40% year-over-year. Declines have also been observed at land border crossings between British Columbia and Washington state, indicating a shift in travel patterns.
Prior to the tariffs, the U.S. was the top international travel destination for Canadians, who spent $20.5 billion ($15.89 billion pounds) in the U.S. travel economy in 2024 alone. When asked whether this trend would continue, Professor Gillezeau said that Canadians ideally want the relationship with their neighbor to return to normal. But in the absence of that, the consensus in the country is that "Canada needs to find friends elsewhere," suggesting a potential reorientation of international partnerships.