Curated deals from brands worth buying.

Hey,

We weren't planning on sending a note about tariffs this week, but the news made it hard to ignore.

As of September 8th, Canada's new counter-tariffs on the US kick in, roughly $20 billion worth of American goods, hitting steel, furniture, dairy, electronics and more at close to 50%. That's Ottawa matching Washington move for move, after the US used an obscure century-old trade law in July to slap 50% tariffs on Canadian dairy, alcohol, vehicles and furniture. Mark Carney put it bluntly last month: Canada is "at war," economically, with its biggest trading partner. USMCA, the deal that's supposed to keep North American trade predictable, just came out of its 2026 review with the US declining to renew it outright. It's not dead, but it's now a year-to-year negotiation instead of a settled agreement. Nobody serious is calling this temporary anymore.

Our take: none of this is going away soon, and honestly, some good has come out of it. A year and a half into this trade fight, "Buy Canadian" isn't a slogan anymore. It's a real, sustained shift in how people shop. Surveys keep showing it: most Canadians say they're actively choosing Canadian-made over American when they can, and retailers are rebuilding shelf space and marketing around it. That's not patriotism as a marketing gimmick. That's Canadians realizing there are incredible independent brands out there that never got the spotlight because it was just easier to default to the big US names.

That's exactly the gap ForeverDeals exists to close. Every trade war headline is, in a weird way, a reminder of why this matters: the more expensive and uncertain cross-border shopping gets, the more sense it makes to know what's made here, by people here, and to actually be able to find it. Every dollar spent on a Canadian brand is a dollar that stays in Canada, supporting Canadian jobs, Canadian communities, and Canadian businesses, instead of funding the other side of a fight we didn't start. We can't fix tariffs or rewrite USMCA, but we can make sure that when you decide to buy Canadian, it's actually easy to do, and the deals are worth it.

Consider this your nudge.

Browse Canadian this week. Not out of obligation, because the brands are genuinely good, and right now, supporting them is one of the few things in this mess that's actually in your control.

Talk soon,

The ForeverDeals Team