Nearly Half of Canadian Small Businesses Are Leaning Into Canadian Identity This Holiday Season, Despite Rising Costs

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Postmedia has not reviewed the content. by Business Wire Nearly Half of Canadian Small Businesses Are Leaning Into Canadian Identity This Holiday Season, Despite Rising CostsAuthor of the article: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. Growth prioritized over caution: While over half of businesses cite rising expenses as their biggest hurdle, 32 per cent say attracting new customers is their top holiday priority.Break through the digital noise: A wide-open opportunity for print marketing to shine while competitors battle overcrowded online channels.THIS CONTENT IS RESERVED FOR SUBSCRIBERS ONLYSubscribe now to read the latest news in your city and across Canada.Exclusive articles from Barbara Shecter, Joe O'Connor, Gabriel Friedman, and others.Daily content from Financial Times, the world's leading global business publication.Unlimited online access to read articles from Financial Post, National Post and 15 news sites across Canada with one account.National Post ePaper, an electronic replica of the print edition to view on any device, share and comment on.Daily puzzles, including the New York Times Crossword.SUBSCRIBE TO UNLOCK MORE ARTICLESSubscribe now to read the latest news in your city and across Canada.Exclusive articles from Barbara Shecter, Joe O'Connor, Gabriel Friedman and others.Daily content from Financial Times, the world's leading global business publication.Unlimited online access to read articles from Financial Post, National Post and 15 news sites across Canada with one account.National Post ePaper, an electronic replica of the print edition to view on any device, share and comment on.Daily puzzles, including the New York Times Crossword.REGISTER / SIGN IN TO UNLOCK MORE ARTICLESCreate an account or sign in to continue with your reading experience.Access articles from across Canada with one account.Share your thoughts and join the conversation in the comments.Enjoy additional articles per month.Get email updates from your favourite authors.THIS ARTICLE IS FREE TO READ REGISTER TO UNLOCK.Create an account or sign in to continue with your reading experience.Access articles from across Canada with one accountShare your thoughts and join the conversation in the commentsEnjoy additional articles per monthGet email updates from your favourite authorsSign In or Create an AccountThis advertisement has not loaded yet, but your article continues below.TORONTO — As Canadian small businesses head into the holiday season, many are leaning into what makes them distinctly Canadian. New research from VistaPrint, the print marketing partner to millions of small businesses, released for Small Business Month this October, finds nearly half (48 per cent) are highlighting their Canadian identity in holiday marketing this year, rising to 67 per cent among businesses that generate more than a fifth of their annual revenue through seasonal sales.Get the latest headlines, breaking news and columns.By signing up you consent to receive the above newsletter from Postmedia Network Inc.A welcome email is on its way. If you don't see it, please check your junk folder.The next issue of Top Stories will soon be in your inbox.We encountered an issue signing you up. Please try againVistaPrint’s data, which touches on seasonal shopping outlook, Canadian identity and marketing gaps, builds on an ongoing trend in Canadians’ shopping habits: 73 per cent preferred shopping locally or from Canadian-owned businesses last holiday season, while 65 per cent say they prefer buying from Canadian retailers.This comes as small businesses continue to face significant economic pressure, with more than half (51 per cent) naming financial pressures such as rising costs, lower consumer spending and tariffs as their biggest obstacles. Rather than pull back, many are focused on reaching new customers, and the data points to a clear marketing gap that could help them get there.“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,” said Dave DeSandre, Senior Vice President of North America at VistaPrint.Canadian pride grows with holiday reliance Businesses most dependent on holiday sales are also the most likely to lean into their Canadian identity. Two-thirds (67 per cent) of businesses that typically generate 21 per cent or more of annual revenue during the holidays plan to highlight their Canadian identity, compared to a third (33 per cent) of those that don’t rely on holiday sales at all. That momentum builds, as nearly a third (31 per cent) of those already using Canadian-identity marketing plan to increase it this year, while just two per cent plan to pull back.Cautious about consumer spending, focused on growth Small business owners aren’t expecting shoppers to spend freely this season with 13 per cent optimistic about holiday customer spending and lower consumer spending the single biggest obstacle they name (22 per cent). Still, attracting new customers is their top priority (32 per cent), and 42 per cent are prioritizing some form of customer growth or marketing overall.This advertisement has not loaded yet, but your article continues below.Breaking through the digital noise As small businesses prioritize attracting new customers, the physical marketing landscape offers a distinct, uncluttered advantage. While more than half of small businesses (55 per cent) are crowding online channels with digital tactics, just over one in five (22 per cent) plan to use print and physical marketing, such as holiday cards, signage, and flyers. The businesses already reaching beyond the screen are leaning into this opportunity. Those highlighting their Canadian identity are more likely to use print marketing (28 per cent vs. 16 per cent). With holiday marketing budgets remaining stable year-over year, print provides small businesses an accessible, high-impact way to stand out.Even with shoppers being more careful with their spending, small businesses are proving to be resilient and ambitious, finding new ways to reach consumers,” said DeSandre. “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.”For Canadian small businesses, the data points to a season of adapting rather than retreating: leaning into what sets them apart, diversifying how they reach customers and heading into the holidays with concrete plans focused on growth.These findings are from a survey conducted by VistaPrint from August 26 to August 31, 2026, among a representative sample of 500 small business owners in Canada who are members of the Angus Reid Forum. The survey was conducted in English and French. For comparison purposes only, a probability sample of this size would carry a margin of error of ±4.4 percentage points, 19 times out of 20.VistaPrint is the print and design partner to millions of small businesses around the world. We help small business owners bring their ideas to life through custom print products, easy-to-use digital tools and expert design support. 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