What Canadians Bought This Summer and What It Means for Fall Campaigns

Interac data shows a values-driven shift in Canadian spending. What should brands do next?

September 03, 2025

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Hey friend,

August is behind us, and a values-driven summer is giving way to a strategy-focused fall. With tariffs, global pressures, and shifting consumer priorities in play, Canadians didn’t just change what they spent, they changed why.

As we gear up for fall campaign season, here’s what Interac’s latest data tells us about where Canadian wallets, and values, are headed next.

Coming Up

Canadians Are Spending Smarter and Marketers Should Be Paying Attention

Between April and July, small and mid-sized businesses saw 15 million more debit transactions than the same time last year. That growth isn’t just about supporting local. It reflects how Canadians are choosing to express their values through spending.

Here’s what stood out:

  • Independent brands are winning. Locally owned restaurants saw twice the growth of chains. That’s a clear sign that community-driven storytelling is outperforming traditional big-brand positioning.

  • Small luxuries matter. Sixty-four percent of Canadians say affordable treats improve their mood. Think baked goods, fancy coffee, seasonal produce, categories that create emotional connection and daily joy.

Some spending categories aren’t going anywhere.

  • Boomers and Millennials: Committed to health and wellness

  • Gen Z: Still prioritizing streaming and skincare

  • Gen X: Loyal to their streaming platforms

If you’re in these verticals, now’s the time to lean in, not pull back.

Country-of-origin is a decision-maker.
70% of Canadians check labels to see if something is made in Canada. If it’s not, two-thirds still prefer non-U.S. alternatives. Transparent supply chains and locally grounded messaging are more influential than ever.

Even payment methods carry meaning.
Nearly 60% of Gen Z say they’re more likely to use Interac Debit once they know it helps small businesses avoid higher fees. That’s not a UX insight, it’s a brand strategy one. Education = loyalty.

Why This Matters
Consumers are responding to global uncertainty by getting more intentional. What we’re seeing isn’t temporary, it’s a shift toward values-first marketing.

Brands that lead with community, emotional resonance, and transparency will stand out this fall.

Community Spotlight: SNMA’s August Member of the Month, Afton Brazzoni

As the founder of Scribe National, Afton Brazzoni helps B2B tech companies turn complex ideas into clear, compelling content that builds trust and drives growth. A former journalist, Afton brings more than a decade of storytelling experience to her work, blending strategy, clarity, and empathy in a way that resonates deeply with both clients and audiences.

Since launching Scribe National in 2019, she’s partnered with nearly 100 companies across North America, including several high-growth startups and tech unicorns. Along the way, she’s also become a go-to contributor in the SocialNext and SNMA community, speaking at SocialWest, joining the Virtual Summit, and championing thoughtful conversations across the platform.

Now pursuing her coaching certification, Afton is expanding her impact by helping other service-based business owners build companies aligned with the lives they want to lead.

Curiosity is the throughline of my career – from journalism to marketing to coaching. It’s what makes me ask the questions that get to the heart of something or someone, and what keeps me inspired to keep evolving alongside this industry.

What’s next: New panel series on marketing and business, launching this fall

Read her full Member Spotlight on Marketing News Canada
Connect with Afton on LinkedIn or subscribe to her newsletter

SocialNext: The Rundown

September is off to a strong start with free webinars to welcome you back from the long weekend.

Here’s what’s coming up in the SNMA community:

Wednesday, September 3 | 10 AM MST/12 PM EST
Flipping Expectations: A Pancake's Guide to Marketing
You probably never thought you’d read that sentence. James McInnes, Founder of Prompty, is taking us through a pancake’s journey to make 300 connections at the Calgary Stampede.

Wednesday, September 10 | 10 AM MST/12 PM EST
How to Transform Fragile Product Demos into Bulletproof Brand Moments
Ever watched a product demo fall flat or catch fire? This session with startup advisor Chris Matthews will show how to turn even the riskiest demos into high-impact, brand-defining moments.

Wednesday, September 17 | 10 AM MST/12 PM EST
The New Rules of Marketing – How to Eliminate Blind Spots and Move Before the Market
Audiences are evolving, channels are oversaturated, and the old playbooks aren’t working. Discover the framework leading brands use to see what’s really happening and move before the market does, with Charlie Grinnell, Co-CEO at RightMetric.

SocialNext Events Roundup

Only 50 tickets left for SocialEast! In just a few weeks, Atlantic Canada’s largest gathering of marketers returns to the Halifax Marriott Harbourfront Hotel. Join 500+ professionals for two days of actionable sessions, meaningful conversations, and fresh ideas.

Save $150 on your ticket to BC’s largest marketing conference until midnight Friday. SocialPacific returns to North Vancouver on October 30 for a one-day event packed with tactical sessions, industry insights, and real conversations. Early bird pricing ends soon.

Canadian Marketing & Business Weekly Brief

Duty-Free Exemption Ends for U.S. Imports — The U.S. has removed Canada’s de minimis threshold, adding duties on small-value shipments. Brands with DTC operations or cross-border e-commerce flows should reassess pricing and fulfillment strategies.

Taproot Becomes Canada’s Largest Employee-Owned Trust —Taproot’s shift to employee ownership signals a rising interest in alternative business models that prioritize transparency and stakeholder value, trends marketers can’t ignore in brand storytelling.

TIFF Names Charles Tremblay to Lead The Market — Tremblay’s appointment marks a shift in TIFF’s industry strategy and reinforces Canada’s growing role in global content distribution. Expect stronger export momentum for Canadian media brands.

Why Marketing and Media Deserve More Credit — A new LinkedIn Pulse piece argues marketing and media are Canada’s hidden economic powerhouses, outpacing traditional sectors in GDP impact but still overlooked in policy and investment.

Made-in-Canada messaging gains power with Canadian founders leaning into origin stories, that are grabbing consumer attention.

Independent grocers are winning consumer trust. Smaller, community-run stores are emerging as serious challengers to national chains.

Tim Hortons taps into cultural nostalgia, proving that returning to brand roots still resonates with Canadian consumers.

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Location: Calgary, Alberta | Contract: 18 months (Maternity Leave Cover)

Pedesting is on a mission to make cities more inclusive with their accessible wayfinding app. They’re looking for a creative and strategic communicator to lead marketing, storytelling, and community engagement during an 18-month maternity leave cover.

Apply by sending your resume and cover letter to [email protected] (Subject: Communications and Community Engagement Lead).

Want to learn more about Pedesting? Visit their website.

Other job opportunities:

Have a great story or big news to share?
We’re always looking for fresh campaigns, smart strategies, and standout wins from Canada’s marketing community. Send us your news at [email protected] and you could be featured in an upcoming edition.

Thanks for reading and being a part of the MNC community!

We’re so happy you’re here.

Marketing News Canada

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