Canadians are increasingly boycotting US goods and services in response to Donald Trump’s trade measures and threats towards Canada. The movement matters because it is reshaping everyday spending, travel and investment choices, while reflecting a sharp deterioration in public sentiment towards the United States.

The US has imposed 50% tariffs on US$20bn of Canadian goods, and prime minister Mark Carney has pledged equivalent retaliation after trade talks collapsed. More than 3,500 people told the Guardian they were avoiding American groceries, alcohol, technology, streaming platforms, airlines and vehicles; an Angus Reid survey found 40% of grocery shoppers were checking products’ origins in July. Some participants said the boycott added hundreds or thousands of Canadian dollars to annual costs, but viewed this as an acceptable price for supporting Canadian businesses and expressing opposition to US policy.