Canadian colours have been flying off the shelves at Flag Shop Victoria.
As Canada-U.S. tensions persist, Paul Servos, who co-owns the 37-year-old store with his wife Maggie Rennick, has seen the sale of residential Canadian flags surge by 300 per cent over the last six weeks.
“Normally in June we would see this level of activity, whereas in February and March, we're usually very, very quiet,” he said. “We're working all-out to meet demand.”
Servos explained that some of U.S. President Donald Trump's recent comments account for the sales spike.
“Based on the discussion that we have with customers, as they're talking to us in the store all day long, most ... are very concerned about the comments around Canadian sovereignty,” he said. “I think that motivates them more than does the tariff discussion.”
This is the first time the store has seen a jump in the sale of Canadian colours since before the pandemic.
“The ... flag was tarnished by the trucker ... movement,” said Servos, who added the sale of residential flags sank by 50 per cent after vaccine protesters rolled into Ottawa. “People did not want to be associated with that movement, so they stopped buying Canadian flags.”
But the maple leaf’s meaning has since shifted, according to the co-owner.
“Many, many of our customers that are coming into the store now are saying they’re so pleased to reclaim the flag and to bring the flag back to its proper meaning,” he said.
This isn’t the first time tensions have spurred sales. When Russia invaded Ukraine in 2022, the store sold out of its blue and yellow flags in just 20 minutes. Similarly, after tensions erupted in Israel and Palestine in 2023, both countries’ flags were in high demand.
“Whenever a conflict breaks out, we do see – unfortunately – a surge in those flags,” said Servos.
While customers are scooping up the store’s pre-made flags, Flag Shop Victoria’s two sewers have been working tirelessly to fulfill orders for hand-made alternatives. Managing that new demand hasn’t been easy, according to Servos, but he's excited about the challenge.
"I'm thrilled that we've recaptured the meaning of the Canadian flag,” said Servos. “I think that excitement is more important to me than the volume of sales.”
