Canadian Small Businesses Double Down on National Identity Amid Holiday Season Pressures
Event summary
- 48% of Canadian small businesses plan to highlight their Canadian identity in holiday marketing, rising to 67% among those heavily reliant on seasonal sales.
- 51% of small businesses cite financial pressures like rising costs and lower consumer spending as their biggest obstacles.
- Only 22% of small businesses plan to use print and physical marketing, despite its proven effectiveness in standing out.
- VistaPrint's survey of 500 Canadian small business owners was conducted from August 26–31, 2026.
The big picture
Canadian small businesses are leveraging their national identity as a key differentiator amid economic pressures. This strategy aligns with a broader trend of consumers preferring local and Canadian-owned businesses, despite financial constraints. VistaPrint's data highlights a potential marketing gap, with print and physical marketing offering a high-impact, budget-friendly way to stand out in crowded digital spaces.
What we're watching
- Marketing Effectiveness
- Whether print marketing can help small businesses break through digital noise and attract new customers.
- Consumer Behavior
- How cautious consumer spending will impact small businesses' growth strategies this holiday season.
- Brand Strategy
- The pace at which small businesses will increase their focus on Canadian identity in marketing.