Trade war tensions with the U.S. remain top of mind for many Canadians when it comes to shopping.Sammy Kogan/The Globe and Mail
When you’re shopping at a Costco store, you expect to hear conversations about value – the flat-packs of toilet paper piled ceiling-high priced for just $32, or the lunch deals at the snack bar, where a hot dog and drink with unlimited refills costs a mere $1.50.
But in the 12 months since U.S. President Donald Trump first remarked about the “51st state,” everywhere you look across this country – at family gatherings, in private households and, yes, even in the concrete, double-wide aisles of Costco – is evidence of a different kind of conversation. Conversations not just around value, but values.
Nearly one year ago, The Globe and Mail spoke with shoppers at a Toronto location of the big-box store about their anxieties around the trade war and elbows up. This week, on a return visit, it was clear that – far from receding into the background – the tensions remain top of mind for many Canadians.
Opinion: The holiday shopping season will be a key test for the already fizzling Buy Canadian trend
Take Grace and George Boneschansker. The couple has been married for 44 years, and were standing in the beer and wine aisle, doing their regular shopping. They were reflecting on how, one year into the trade war, they’re still grappling with how to make decisions for their household.
“I’m still very conscious of it,” Ms. Boneschansker said. “When I have the choice, I still buy Canadian.”
Earlier this year, the couple, like many Canadians, decided to boycott American products. But what’s unfolded in their household ever since, Ms. Boneschansker said, has been a far more nuanced conversation – one that sees the family making decisions, day-by-day, over which of their values to prioritize, and where they’re willing to make trade-offs.
Orange juice is one example. It used to be a daily habit for Mr. Boneschansker. But almost all of it is produced in Florida. So he’s given it up completely.
But elsewhere, they have made concessions. For instance, they help to care for an elderly neighbour who likes strawberries with her breakfast.
“If I can get Ontario strawberries, I’ll pay more, sometimes a lot more, for them,” he said. That’s possible for three seasons out of the year. But not so much in the winter. So in the colder months, he’s started buying U.S. berries.
He shrugged his shoulders, as if to say, “What can you do?"
Depending on which items they're buying, many shoppers shift from supporting Canadian products to trying to find a good deal.Sammy Kogan/The Globe and Mail
All over the store that day were examples of these decisions – of everyday Canadians weighing their priorities and values when it came to holiday shopping.
Andrew Redlich was among them. He was perched against his cart near the frozen desserts. Around him, shoppers had their carts piled high with giant tubs of protein powder. Fleece blankets. Huge trays of glittering gold chocolate.
The past year has forced Mr. Redlich to make a lot of decisions.
Normally, he wouldn’t even be here at this time of year. For the past four years, he has spent his winters holidaying in South Carolina.
Not this year.
“We just don’t feel safe down there.”
The events of the past year have affected other parts of his life, too. Before Mr. Trump’s re-election, he was accustomed to staying on top of the latest news and headlines.
But more recently, he’s decided to limit his media consumption to better protect his mindspace. To re-evaluate his priorities.
“I’m trying to focus more on the personal,” he said. “Not so much on trying to change the world.”
The next aisle over, Mario and Christine Kapralos were having their own discussion.
The couple, married 36 years, are mostly aligned when it comes to buying Canadian. But they disagree on one key detail: liquor.
In the Costco store that day, all of the wines displayed on the shelves were from Canada, Europe and South America. Earlier this year, provincial governments across Canada moved to remove U.S. liquor from store shelves – a decision that Mr. Kapralos objects to.
“I don’t want them to make the decision for me,” he said.
Ms. Kapralos interjected. “But that takes up valuable shelf space,” she said. Now, Canadian products can have that shelf exposure instead.
But he was shaking his head. To Mr. Kapralos, it was a matter of autonomy. “Let me decide if I’m willing to pay more,” he said.
For many Canadian shoppers boycotting U.S. products is not an option, the only priority is affordability.Sammy Kogan/The Globe and Mail
Speaking of paying more.
This was, after all, Costco. It’s a business built on high volume and low margins – where the promise to customers is low prices. Where a rotisserie chicken costs $7.99 and feeds a family of four, and a 24-pack of Kirkland-branded sushi just $24. (“It might still be frozen, so just be careful,” the woman handing out samples was warning customers.)
For many people shopping at Costco, there’s no option other than value. Affordability. The business, after all, is American-owned.
Why coffee prices are soaring – even more than other groceries
Antonio Guerrero, a third-year student from Queen’s University, was standing over in the frozen food section, studying a package of frozen dumplings. He was there shopping with his mom.
At the outset of the trade war, he, too, prioritized Canadian products. But as a student on a limited budget, that’s gradually dropped down his list.
“Price is more top of mind now,” he said.
Back at the Boneschanskers’ cart their conversation had drifted by then to travel. They’d long since decided not to visit the U.S.
But now they were trying to figure out when they might feel comfortable going back.
“When Trump leaves?” Ms. Boneschansker suggested.
Mr. Boneschansker shook his head. They should probably wait a few years even after that. “Because of lingering sentiments.”
She considered this, then nodded in agreement.
“When Trump leaves,” he said. “And when sanity returns.”