“Elbows Up” Fades as Canada Day Spirit Returns to Classic Roots
As we gear up for another Canada Day, something curious is happening in the world of patriotic merchandise. You may remember the "elbows up" slogan that caught fire earlier this year—a rallying cry that symbolized Canadian resistance during tense trade talks with the U.S., especially with Donald Trump's renewed tariffs and controversial comments about annexation. For a moment, it felt like the phrase had swept the entire nation. Shirts, hoodies, decals—you name it—were flying off the shelves. But just in time for July 1st, that once-fiery trend has started to cool.
Back in March, small business owners like Rachael Coe in Yarmouth, Nova Scotia, couldn’t keep "elbows up" gear in stock. Her store, Timeless Memories, was overwhelmed with orders—2,500 units sold in the first month alone. She even launched a website to handle the influx. The sentiment was simple: Canadians standing together, proudly, and maybe with a little hockey-like defiance, against external pressures.
But by May, that momentum began to slow. And now, with Canada Day approaching, vendors across the country are noticing a shift. While sales of Canada-themed merch are still healthy, "elbows up" has started to fade into the background, giving way once again to the red-and-white classics we all recognize—Maple Leafs, beavers, and the timeless “O Canada” spirit.
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Retailers believe the slogan’s political entanglements may have played a part. When Prime Minister Mark Carney adopted it in his election ads, the phrase took on a partisan tint. What once felt like a universal message of national pride began to divide people along political lines. For some, it became sarcastic ammunition on social media. Others grew uncomfortable with the way the phrase was being co-opted and twisted.
Stephanie Tomlin, who runs the Shop Love Collective in Toronto, said her store also saw huge sales spikes in the spring. But recently, the buzz has worn off. She's still selling more this year than usual, just not with that same “elbows up” fervor. She thinks the political climate has calmed a bit, and with that, people are feeling more relaxed—less defensive, and more celebratory.
And honestly, that’s not necessarily a bad thing. Canada Day, after all, is about unity, about being proud of who we are as a country. That pride doesn’t need to be reactionary or combative. It can be joyful, inclusive, and rooted in tradition.
Even those who still stock “elbows up” items, like Danielle McDonagh of Rowantree Clothing in Vernon, B.C., are noticing a sharp decline in sales—down nearly 90% from the peak. For her, the light-hearted energy behind the slogan has dimmed, replaced by fatigue from political discourse both at home and across the border.
But one thing’s remained consistent: the drive to support Canadian businesses. Whether it's locals or tourists from Maine hopping off the ferry, people are looking to buy Canadian. That spirit of economic solidarity, at least, is still going strong.
So, as we head into this Canada Day, don’t be surprised if you see fewer "elbows up" shirts and more classic flags, hats, and maple syrup-themed everything. Trends come and go, but Canadian pride? That’s timeless.
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