It emerged as a unifying slogan, a cultural hallmark, a promotional tactic, and — notably — frequently depicted in global media as “a hockey phrase” or “a Canadian expression.”
We are, of course, talking about “Elbows Up,” which refers to Gordie Howe’s distinctive maneuver to fend off opponents.
The 2025 #ElbowsUp movement kicked off partly in response to U.S. President Donald Trump’s threats to annex Canada, but it also morphed into a symbol of boycotting U.S. goods amid Trump’s imposition of tariffs, sparking a cross-border trade conflict.
Throughout the year, Canadians consciously opted to support local businesses, shunning everything from American beverages and streaming platforms to Disney vacations, engaging in 1.4-million-member strong Facebook communities and utilizing apps to avoid American products.
Here are some of the ways Canadians endeavored to amplify the impact of their purchasing and travel decisions in 2025 — and the potential repercussions on the U.S. economy.
Raise your glass
In February, provinces removed millions of dollars’ worth of U.S. wine and spirits from shelves in retaliation to Trump’s 25 per cent tariff on Canadian goods.
Saskatchewan and Alberta resumed U.S. alcohol sales in June, and since late October, several provinces reintroduced some U.S. products — although Ontario has no intentions to follow suit.
Did this action make a difference? Well, overall exports of American spirits dropped by nine per cent in the second quarter of 2025 compared to the same period the previous year, as per the Distilled Spirits Council of the United States.
The most substantial decline was seen in U.S. spirits exports to Canada, plunging by 85 per cent in the second quarter, falling below $10 million US.
The spirits council reported an overall 68 per cent drop in U.S. spirits sales in Canada in April, while Canadian and other imported spirits each saw a rise of about 3.6 per cent.
The report also highlighted the significance of the global market for U.S. whisky producers, amidst flat domestic sales and record-high inventory levels.