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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 locally by qwen2.5:14b on 2026-10-06,
using this article's own text rather than the other coverage of the
same event (that is the story summary below).
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 2026-10-06,
grounded in this article and the 0 other(s) covering the same event.
Why this leaning score
The article's own words the score was based on. Each is quoted
verbatim and was checked against the article text before being
stored, so you can find it in the original.
Leaning: leans left for article 60478 (high confidence, 2 verified quotes) · logged 2026-10-06
Claims extracted
13
claim-shaped sentences
Uncertain
0%
0 of 13 hedged
Leaning
Leans left
of the writing, not the subject · beta estimate
Correction & hedging signals
63.8
corrections and hedging in what we collected;
not a measure of accuracy
Outlets on this story
1
Economy/Business
Narrative spread
1
articles carrying this framing
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
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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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