Retailers see slowing sales of once-popular ‘elbows up’ merchandise, as Canada Day shoppers turn to classic patriotic gear over politicized slogans.
Merchandise Trend Fades Ahead of Canada Day
Retailers across Canada are reporting a significant slowdown in sales of the once-popular “elbows up” merchandise, as demand shifts toward traditional red-and-white Canada Day apparel. The phrase, once a symbol of unity against U.S. trade threats, has lost momentum in stores like Timeless Memories in Yarmouth, N.S., where owner Rachael Coe says sales have returned to typical seasonal levels.
National Craze Saw Early Success
Launched in March, the “elbows up” slogan initially sparked a patriotic buying spree, with Coe selling 2,500 items in just a month. The surge mirrored a wider trend, as businesses nationwide offered gear bearing the phrase, and political figures like Ontario Premier Doug Ford sported related apparel. The movement reflected widespread resistance to former U.S. President Donald Trump’s tariff threats and annexation comments.
Sales Slow Despite Canada Day Boost
As Canada Day approached, vendors hoped for a resurgence in demand. However, business owners like Stephanie Tomlin of Toronto’s Shop Love Collective observed that, while Canada-themed merchandise overall is selling well, interest in “elbows up” products has markedly cooled. Many attribute the decline to reduced cross-border tensions and changing political narratives.
Political Overtones Shift Public Perception
Experts and retailers note that the phrase has become increasingly politicized. Western University sociologist Howard Ramos says the slogan’s use in political campaigns, particularly by Prime Minister Mark Carney, has diminished its broad national appeal. On social media, the phrase is now often wielded sarcastically by critics of Liberal policies, further dampening its marketability.
Retailers Adjust Marketing Strategies
Business owners like Coe and Danielle McDonagh of Rowantree Clothing in Vernon, B.C., have scaled back promotion of the phrase, wary of its polarizing connotations. Both continue to offer the products in smaller quantities, focusing on local markets and emphasizing Canadian-made goods. Many shoppers, including U.S. tourists, remain eager to support Canadian businesses, fueling steady demand for classic patriotic merchandise.
Future of Patriotic Merchandise
While the “elbows up” trend fades, Canadian retailers are seeing strong overall interest in national pride apparel. Vendors say customers are asking more questions about product origins, highlighting a continued desire to support domestic manufacturing. For many businesses, the focus is shifting back to timeless symbols of Canadian identity rather than politicized slogans.
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