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Interest in ‘elbows up’ merchandise waning ahead of Canada Day, businesses say

Rachael Coe launched an 'elbows up' merchandise line at her Yarmouth, N.S. store in March 2025 amid high demand related to U.S.-Canada trade tensions.
The surge followed tariffs and annexation threats by U.S. President Trump, which sparked a grassroots movement embracing 'elbows up' as a symbol of Canadian pride and resistance.
Coe's shop made 400 sales within a week and sold 2,500 items by month-end but experienced a 90% sales drop by May as the phrase became more partisan and received negative online reactions.
Coe explained that the phrase does not carry political connotations and is intended to signify protecting one’s country, though she noted that shifting interpretations have led customers to inquire more about product origins.
Businesses report a general increase in Canada-themed product sales ahead of Canada Day 2025 despite waning 'elbows up' enthusiasm, indicating a shift towards a broader pride expression.

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Once popular ‘elbows up’ merch not a hot seller for Canada Day, vendors say

Although business owners say they are selling more Canada-themed products this year leading up to July 1, many have also noted a decline in "elbows up" merchandise sales.

6 hours ago·Toronto, Canada

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