Fall 2025 Marketing Trends in Canada: How Brands Can Build Real Connection
As Canadians shift into fall routines, their priorities change: home, community, and reflection take center stage. For marketers, this isn’t just a seasonal pivot; it’s a strategic window to create campaigns that feel relevant and deeply human. From nostalgia-infused storytelling to purpose-driven activations, the most successful brands this fall will meet Canadians where they are: seeking comfort, meaning, and local connection. Based on industry insights and emerging consumer behaviour, here are four key trends shaping Canadian marketing this season and how to turn them into results.
The Unwavering Power of Nostalgia-Driven Marketing
There’s a reason comfort food and cozy sweaters define the season: fall is inherently nostalgic. It’s a time of remembrance, tradition, and warmth. Brands that authentically tap into this shared emotional landscape can create powerful, lasting engagements.
A masterclass in this approach is Tim Hortons. Their marketing strategy, as detailed by BrandVM, is brilliant because it sells far more than coffee and donuts; it sells a sense of Canadian identity. Their campaigns are steeped in our shared culture—from hockey and the start of the school year to the simple, familiar ritual of a morning double-double. Their legendary Roll Up The Rim campaign transcends a simple promotion; it becomes a national event that generates conversation, habit, and a genuine sense of collective participation.
How to leverage this trend:
Audit Your Heritage: What memories or traditions are already associated with your brand? Revisit past campaigns or products that evoked a positive response.
Leverage Seasonal Imagery: Use visuals of changing leaves, cozy knits, warm drinks, and communal gatherings like Thanksgiving to trigger feelings of comfort and familiarity.
Focus on Feeling: Craft messaging that emphasizes warmth, security, and belonging. It’s less about a product's features and more about the emotion it evokes.
Canadian brand doing it right: Canadian Tire often plays on generational nostalgia, especially with its holiday campaigns featuring family traditions and cozy home settings. Their fall “Get Winter Ready” ads revive memories of parents prepping cars and homes for colder months, tapping into collective memory.
Hyper-Localized & Community-Centric Engagement
While national pride is a potent force, local pride is often even stronger. Informed data from Interac shows a marked consumer preference for supporting businesses that invest in and celebrate their immediate communities. This trend is about moving beyond a generic "Buy Canadian" message to a more meaningful "Support Your Community" call to action.
This fall, consumers will be looking to support local farms at harvest festivals, independent retailers for holiday shopping, and community theatres and sports teams. A brand that aligns itself with these micro-events and local heroes earns authentic goodwill and trust.
How to leverage this trend:
Partnerships Over Promotions: Instead of a simple sale, co-host an event with a local farmers' market or sponsor a community team. For example, a Canadian tire store might run a "Winter Ready" clinic for local cyclists to get their bikes serviced for storage.
Highlight Local Stories: Feature local artisans, entrepreneurs, or customers in your storytelling. A restaurant could create a special menu featuring ingredients from a specific local farm and tell the farm’s story on its social media.
Geo-Targeting: Use digital advertising tools to serve hyper-relevant messages to audiences in specific cities or neighbourhoods, highlighting their local store or a nearby event you’re involved in.
Canadian brand doing it right: Sobeys has long tied itself to local food systems, spotlighting Canadian farmers and suppliers in its campaigns. Their “Local Matters” initiative directly appeals to community pride and seasonal harvest traditions.
Purpose-Driven Commerce: The Value of Values
Today’s Canadian consumers, across all demographics, are increasingly making purchasing decisions that align with their personal values. They are actively asking: What does this brand stand for? How do they treat their employees and the environment? Are they committed to inclusivity?
This is especially pertinent as we head into the holiday season, a time of giving and reflection. Authenticity is the absolute key here; Canadians have a keen eye for spotting "purpose-washing" or performative activism. Your commitment must be real and demonstrated through action.
How to leverage this trend:
Be Transparent: Clearly communicate your sustainability practices, such as using eco-friendly packaging or a carbon-neutral shipping partner. Outdoor retailer MEC has built a brand on this transparency.
Showcase Your Commitment: If diversity and inclusion are core values, show it. Feature diverse models in your visuals, use inclusive language, and support relevant non-profits not just with money, but with volunteer hours and platform awareness.
Empower Consumer Choice: Offer customers an easy way to support a cause at checkout. For instance, President's Choice’s longstanding PC Children’s Charity campaign successfully adds a layer of purpose to every grocery trip.
Canadian brand doing it right: Outdoor retailer MEC has built a brand on this transparency, with clear sustainability commitments and a strong co-op identity that landed it as one of Canada’s Greenest Employers in 2025
The "Home & Hygge" Content Focus
As the weather cools, Canadian attention shifts indoors. The Danish concept of "Hygge" (pronounced hoo-ga)—meaning a quality of coziness and comfortable conviviality—perfectly captures the fall and winter mood. Content that helps consumers create this feeling at home is highly engaging.
This is a prime opportunity for brands in retail, food and beverage, home decor, and entertainment to provide genuine value and become a part of the consumer's cozy home life.
How to leverage this trend:
Create Inspirational Content: Develop blog posts, videos, or social media content around themes like "Creating a Cozy Reading Nook," "Easy Fall Recipes for a Crowd," or "How to Host a Game Night."
Curate Product Collections: Instead of pushing single products, bundle items together that tell a story. For example, a bookstore could curate a "Rainy Day Thriller" package a novel, a blanket, and a coffee blend.
Adopt a Calmer Aesthetic: Shift your social media visual tone to incorporate warmer colours, softer lighting, and scenes of comfort and relaxation.
Canadian brand doing it right: President’s Choice consistently taps into the “Home & Hygge” trend with seasonal food lines (like pumpkin spice and comfort meals) that tie directly to family gatherings and cozy evenings at home.
Preparing for the Q4 Sprint
These trends are interconnected, all pointing to a consumer desire for authenticity, connection, and meaning. By weaving nostalgia, community focus, clear purpose, and a sense of comfort into your fall campaigns, you’re not just selling a product—you’re building a brand that Canadians trust and are proud to support.
The most successful marketers will be those who listen to their specific community and engage with these trends in a way that is genuine to their brand's identity.
What trends are you most excited to activate this season? Share your fall campaign plans with us at news@socialnext.ca or tag Marketing News Canada on LinkedIn for a chance to be featured in our community roundup.
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