Manitobans Express Growing Concern Over Potential US Tariffs and Adjust Habits to Support Local Economy
February 12, 2025
Authored by Zia Hameed
Questions about the research can be directed to Nicholas Borodenko, borodenko@pra.ca
Recently, the United States proposed to impose tariffs on Canada, initially set to be implemented on February 4, 2025. However, a temporary 30-day pause has been agreed upon.
A recent survey conducted by PRA Inc. has revealed that Manitobans are increasingly concerned about the potential impact of US tariffs on the province's economy and personal finances. The survey, which gathered insights from 1,200 adult Manitobans, highlights a shift in consumer behaviour as individuals respond to the looming uncertainty of tariffs.
Overall, 74% of Manitobans expressed high levels of worry about the potential impact of US tariffs on the economy and personal finances. This has led to noticeable changes in consumer behaviour, as many focus on purchasing essential items, reducing overall spending, and prioritizing Canadian goods, with strong support for Manitoban or Canadian over US products. While most respondents feel the financial effects of the tariffs will be significant, many have not yet made major changes to their financial strategies, though some plan to adjust investments or savings. Additionally, a shift in travel plans is evident, with nearly 60% of Manitobans considering alternatives to US destinations. In light of these challenges, there is a strong sense of pride in their provincial and national identities, and a broad consensus on the importance of strengthening interprovincial trade relationships within Canada.
Pride in Local and National Identity
Manitobans consistently demonstrate a deep sense of pride in both their provincial and national identities. A notable 76% express high levels of pride in being Manitoban, while 86% take pride in being Canadian, rating their pride on a scale of 1 to 10. A minority of residents show little to no pride for being Manitoban and Canadian, underscoring the strong connection to their identity.
The older a respondent, the more likely they are to indicate strong pride in being Manitoban and Canadian. Those least likely to indicate strong ratings of pride in being Manitoban are respondents who are single, those in households with children under 18, and those belonging to a visible minority group.
Awareness of Tariff Impacts
Forty-two percent of respondents reported being very or extremely informed about the potential impacts of US tariffs on Canadian goods exported to the US, while 57% indicated they were not very or only somewhat informed. A small proportion of 2% indicated not being informed at all.
Those 45 and older, men, and those who are married or in common-law relationships are more likely than their counterparts to indicate they are very or extremely informed about the potential impacts of tariffs.
Widespread Concern About US Tariffs
About 3 in 4 Manitobans (74%) rated their concern as very or extremely concerned regarding the potential impacts of US tariffs, including 41% of Manitobans expressing extremely high levels of concern. Findings reveal that respondents who consider themselves very or extremely informed are significantly more likely to express high levels of concern, with many rating their worry as very or extremely concerned.
Respondents 45 and older are more likely than younger respondents to indicate concern about potential tariffs. Those belonging to a visible minority group are less likely than those not identifying as a visible minority to indicate high levels of concern.
Support for Strengthening Trade Relationships
A strong majority of Manitobans (91%) agreed that it is very or extremely important to strengthen trade relationships between Manitoba and other provinces, particularly in light of the tariff threat.
Those 30 and older are most likely to indicate strengthening trade relationships interprovincially is at least very important.
Impact on Personal Finances
About 3 in 4 respondents (76%) expressed at least some concern about the long-term financial impact of US tariffs on their personal finances, including 38% who are very concerned. Although the concern is high, 2 in 3 Manitobans (66%) have not made any changes to managing finances based on the potential tariffs the US may impose. Eight percent of Manitobans indicate they have already adjusted their investments or savings strategies and 26% plan to adjust investment or savings strategies.
Respondents with children under 18 and those who identify as Indigenous are more likely than their counterparts to indicate they have already adjusted investment or savings strategies. Those born outside of Canada are more likely than those born in Canada to indicate they are planning to adjust their investments or saving strategies.
Changes in Consumer Spending Habits
Over 8 in 10 Manitobans (82%) have reportedly already adjusted their purchasing habits in response to the potential tariffs. This includes:
- 37% focussing on purchasing essential items only. Respondents aged 18 to 29, women, those in lower income households, university undergraduates, those who are single, those belonging to a visible minority group, and those born outside of Canada are more likely to indicate they have already or plan to adjust their spending habits in this way.
- 35% reducing overall spending. Respondents under 45, university undergraduates, single respondents, those with children under 18, and visible minority groups are more likely to indicate they have already or plan to reduce their overall spending.
- 31% focussing on supporting Canadian goods and travel. Those more likely to focus on supporting Canadian goods and travel are respondents 45 and older, those who have completed post-secondary education, non-visible minority groups, and those born in Canada.
- 26% switching to cheaper alternatives. Respondents under 45 years of age, those living in Winnipeg, those in lower income households, those who are single, and visible minority groups are more likely to indicate they have already or plan to adjust their spending habits by switching to cheaper alternatives.
Current and future spending habits include supporting Manitoba (79%) and Canadian (87%) goods, specifically:
- 27% have increased purchases of locally produced Manitoba goods.
- 52% plan to increase purchases of locally produced Manitoba goods.
- 44% have increased purchases of locally produced Canadian goods.
- 43% plan to increase purchases of locally produced Canadian goods.
Changes in Travel Plans
Almost 6 in 10 Manitobans (58%) have altered or plan to alter their travel plans, including 47% considering alternative destinations to the US and 16% cancelling trips to the US altogether. This includes a small proportion of 4% who have already cancelled trips to the US and are making future plans that avoid travel to the US.
Respondents under 45 years of age, visible minority groups, and those not born in Canada are more likely to indicate no change in travel plans.
PRA Inc. sponsored these questions independently.
No other organization, public or private, funded this study in whole or in part.
For more information about the research, please contact
Nicholas Borodenko, partner, at borodenko@pra.ca or 204-782-5080 or toll-free at 1-888-877-6744.
METHODOLOGY
PRA conducted the survey from February 6–10, 2025, using its Manitoba Panel. In total, 1,200 Manitobans completed the survey.
Because this sample is a non-probability sample, no error rate can be calculated. A random population survey of this size would yield an error rate of ± 2.9% (19 times out of 20).
As any sample may not represent the population perfectly, PRA corrects statistically for discrepancies in gender, age, and income to ensure that the sample corresponds as closely as possible to Statistics Canada information.
PRA is an independent research and consulting company. Its head office in Winnipeg houses a research call centre and
focus group facilities. Founded in 1988, the company conducts large- and small-scale quantitative and qualitative research in both official languages.
For more information about PRA’s services or facilities, please contact its offices directly or visit www.pra.ca.
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