How Canadians’ Summer Spending Shift Creates New Opportunities for Marketers

Tariffs, global pressures, and shifting consumer values are changing how Canadians spend and marketers need to take note. New research from Interac shows that Canadians are redirecting purchases toward local businesses, and that shift is reshaping the competitive landscape.

The Local Advantage Is Growing

Between April and July 2025, small and medium-sized businesses (SMBs) recorded 15 million more Interac Debit transactions compared to last year. That’s not just a consumer trend, it’s a signal for marketers. Local-first messaging and community-based brand building are resonating more strongly than ever.

Consumer Behaviours Marketers Can’t Ignore

• Dining shifts: Independent restaurants saw double the transaction growth of chains, meaning marketers who position food and beverage brands as authentic, community-driven, and “Made in Canada” have an edge.

• Mood-boosting treats: With 64% of Canadians saying affordable indulgences lift their spirits, small luxuries like baked goods and local produce are becoming emotional touchpoints, a space for brands to connect through comfort and joy.

• Essential luxuries: Across demographics, consumers are signaling which “extras” they’ll never cut:

  • Boomers & Millennials → health and wellness.

  • Gen Z → streaming and skincare.

  • Gen X → streaming.
    Smart marketers will anchor campaigns around these resilient categories.

• Canadian-made matters: 70% check labels for Canadian origin, and two-thirds prefer goods made outside the U.S. if Canadian isn’t an option. Messaging that highlights where products are made can tip buying decisions.

• Payment awareness as brand strategy: Four in ten Canadians didn’t know paying with Interac Debit supports SMBs by lowering transaction fees. Nearly 6 in 10 Gen Z say that knowledge makes them more likely to pay with it, a reminder that payment education itself can be a marketing lever.

Why It Matters for Marketers

Consumers aren’t just reacting to global pressures, they’re using their wallets to express values like community support and economic resilience. For marketers, this means:

• Local-first storytelling wins trust.

• Value-driven campaigns outperform price-only messaging.

• Brands that connect indulgence with meaning can build loyalty.

As Debbie Gamble of Interac put it: “Our summer data snapshot shows Canadians are using their spending power with great intention.” For marketers, that intention is the blueprint.