Nearly Half of Canadian Small Businesses Are Leaning Into Canadian Identity This Holiday Season, Despite Rising Costs
Business Wire•06/10/2026•09:05 ET
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Key Highlights
- ➤48 per cent of small businesses are increasing Canadian identity in holiday marketing
- ➤67 per cent of holiday-dependent businesses plan to highlight Canadian identity
- ➤51 per cent cite financial pressures as their biggest obstacle
- ➤32 per cent name attracting new customers as their top holiday priority
- ➤Only 22 per cent plan print marketing, versus 55 per cent using digital tactics
Expert Statements
Dave DeSandre, Senior Vice President of North America at VistaPrint
“The 2026 holiday season is hectic for Canadian small business owners. We’re hearing from them that standing out this holiday season is important and that means leaning into what makes them different: being Canadian”
Dave DeSandre, Senior Vice President of North America at VistaPrint
“Even with shoppers being more careful with their spending, small businesses are proving to be resilient and ambitious, finding new ways to reach consumers”
Dave DeSandre, Senior Vice President of North America at VistaPrint
“When so many businesses are competing for attention online, physical touchpoints like packaging, labels and signage help them get noticed in their communities. Print is a powerful marketing option, and we want to make sure small businesses have the tools to compete, no matter their budget.”
Nearly Half of Canadian Small Businesses Are Leaning Into Canadian Identity This Holiday Season, Despite Rising Costs
* Canadian identity drives holiday marketing efforts: 48 per cent of small businesses say Canadian identity is playing a bigger role in holiday marketing, particularly among those most dependent on seasonal sales.
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