Overview

• Sales of “elbows up” merchandise surged in March and April before stagnating in May and returning to levels comparable with standard Canada Day items in late June
• Retailers report overall demand for Canada-themed products is up this year, with both Canadians and American tourists purchasing red-and-white apparel and accessories
• Business owners say the slogan’s original anti-tariff message has shifted into broader patriotic branding as tensions with the U.S. have eased
• Conservative social media’s sarcastic use of “elbows up” has contributed to its perception as a partisan symbol, further dampening its cross-country appeal
• Early vendors like Timeless Memories and Shop Love Collective have scaled back promotion of the design, focusing instead on traditional Canada Day merchandise