NBC5 In Depth: Mending frayed relationships with Canada
Well-known retailer April Cornell is just one business that has seen fewer Canadian customers lately. Hear some examples of how area leaders are trying to repair damaged relationships:
THE DEMOCRATS ON THE “JOINT ECONOMIC COMMITTEE,” MADE UP OF MEMBERS FROM THE U.S. SENATE AND U.S. HOUSE, RELEASED A NEW REPORT LAST WEEK ABOUT IMPACTS FROM A DECLINE IN CANADIAN TOURISM ON BUSINESSES IN STATES ALONG THE NORTHERN BORDER. PRESIDENT TRUMP HAS INSISTED THAT HIS TARIFFS WILL BOOST DOMESTIC MANUFACTURING AND ARE NECESSARY TO ENSURE FAIR TRADE AND REDUCE TRADE DEFICITS. BUT SENATOR MAGGIE HASSAN OF NEW HAMPSHIRE, WHO’S A LEADING MEMBER ON THE COMMITTEE, BLAMED THE TOURISM DROP ON WHAT SHE CALLED THE PRESIDENT’S “RECKLESS TARIFFS AND NEEDLESS PROVOCATIONS” TOWARD CANADA. THE REPORT COMPARES THIS YEAR’S NUMBERS TO DATA FROM 2024. IT FOUND BORDER CROSSINGS FROM CANADA INTO NEW HAMPSHIRE WERE DOWN á30-PERCENT. IN VERMONT, CROSSINGS WERE DOWN MORE THAN 28-PERCENT. AND ACROSS NEW YORK’S FULL NORTHERN BORDER, CROSSINGS WERE DOWN 17-PERCENT. BUSINESS LEADERS IN THE PLATTSBURGH AREA SAY THE NUMBER LOCALLY IS EVEN HIGHER THAN THAT. IN NEW YORK’S NORTH COUNTRY… 83 PERCENT OF BUSINESSES REPORTED A DECREASE IN CANADIAN CUSTOMERS. 35-PERCENT OF THOSE BUSINESSES SAID THEY HAD TO REDUCE STAFFING LEVELS BECAUSE OF THE DECLINE. AND BETWEEN JUNE AND SEPTEMBER, VERMONT REPORTED A 49-PERCENT DROP IN CREDIT CARD SPENDING BY CANADIANS IN THE STATE. ONE BUSINESS OWNER WHO HAS NOTICED THAT CHANGE IN FOOT TRAFFIC IS APRIL CORNELL. CORNELL WAS BORN AND RAISED IN CANADA BUT NOW RUNS HER BRAND FROM BURLINGTON — SENDING HER SIGNATURE DESIGNS TO BOUTIQUES NATIONWIDE. WE TALKED WITH CORNELL ABOUT A MAJOR MILESTONE FOR HER THIS YEAR, AND HOW SHE’S WORKED TO STAY FLEXIBLE THROUGH THE UPS AND DOWNS OF RETAIL — INCLUDING THE CURRENT RELATIONSHIP BETWEEN THE U.S. AND CANADA. <tour of store> April Cornell loves and lives retail <APRIL CORNELL: 12:49: It’s the best job in Vermont.> She’s well known in Burlington and far beyond for her clothing, accessories, home decor, and more. <tour of store> In 2025, Cornell celebrated 50 years in business. She started in 1975 in her native Montreal — in this storefront that’s still open — before moving to Vermont — where she now operates her recently-expanded U.S. flagship store. <tour of store> Through her direct-to- consumer and wholesale operations, Cornell says she wants to appeal to women of all ages with what she calls her timeless designs. <APRIL CORNELL: 1:15: Just keep connecting with those incredible women out there. You know, just keep delivering our message through our product. Like, to me, that’s our secret weapon. You know, you deliver something beautiful and artistic and usable in somebody’s life and all the other messages that are embedded in it — of integrity of design, of caring that gets into her life. So I just want to keep finding her and being with her.> In that half-century of business, Cornell can trace a number of significant changes or hurdles in retail– from the peak years for American malls to their struggles, followed by the rise of e-commerce and online or social media marketing. Then the COVID-19 pandemic and more recently, the tariffs President Trump put on imported goods. Many of Cornell’s products are made in India. are made in India. <APRIL CORNELL: 6:20: It’s sort of an anxious time, but we’re, you know, hoping that negotiations are proceeding in our favor.> And as a Canadian- American, the designer says one current challenge feels particularly personal. Foot traffic by Canadians has dropped at her Burlington store, she says, mirroring trends reported in other border states that used to be popular destinations for Canadians. The dropoff has been widely attributed to a combination of a weaker Canadian dollar and to the White House’s rhetoric around Canada — not just with the trade war but also the president’s calls to make Canada the 51st united state. <APRIL CORNELL: 3:16: It’s been trying. It’s been trying. We still have Canadian visitors to the store. And, you know, we have a closeness with them, and we sell in a Canada separate from our U.S. business because goods go direct to Canada. But it’s heartbreaking. You know, we just try to, like, message as much as we can a message of joy and of connectedness.> Cornell is glad to see a of joy and of connectedness.> Cornell is glad to see a concerted effort by bipartisan leaders to goods go direct to Canada. But it’s heartbreaking. You know, we just try to, like, message as much as we can a message of joy and of connectedness.> Cornell is glad to see a concerted effort by bipartisan leaders to repair those frayed relationships with her native country. <PHIL SCOTT: 1:45: the relationship between Canada and New England is vital and very important, and something we all need to continue to repair and strengthen. And I can assure you, Vermont will continue to do our part to rise above the rhetoric and do the right thing.> At a recent meeting of the Eastern Canadian Premiers and New England Governors, Phil Scott of Ve rmont expressed his appreciation for Canadians and while he did not put President Trump himself on blast, Scott did criticize the president’s policies toward Canada. <PHIL SCOTT: :10: I know there are some who may be more than hesitant to work with us right now. And I get it, because words matter. You’re offended and you’re hurt. And the unnecessary rhetoric we’re hearing far too often these days has a real impact on northern states. Showing something, showing up in our Canadian visitor data. But I’ve said what I’ve said from the beginning, Canadians and more than just our friends, you’re like family. And I said from the very beginning that tariffs in general are a bad idea because they’re just a tax on consumers. But arbitrarily increasing tariffs on our closest allies is a terrible idea. A few months ago, Ethan Allen Furniture, a manufacturer in Vermont near the Canadian border, caught fire after a boiler malfunctioned. Thankfully, it was a swift response from fire departments in the area, which included Canadian crews from Quebec, who all pitched in to help save the day and put out the fire. This is just one simple example of many. There reminds us how closely intertwined we are and our communities are, and I’m appreciative to their willingness to help, regardless of how divisive some of the rhetoric coming out of Washington is.> <music from campaign> In northern New York, where the North Country Chamber of Commerce says Canadian traffic is down by 30% compared to 2024, a new campaign called “We Know Canadians As” hopes to restore friendships and boost border crossings. <music from campaign> The first phase is videos for social media that outline longstanding bonds between average people of Northern New York and Canada — not their governments — but close ápersonal bonds forged in chapters like World War 2 combat or how Canadians supported Americans after 9/11 or Hurricane Katrina. <GARRY DOUGLAS: 22:26:52: This is not a marketing campaign. It is a sincere expression of remembrance, gratitude, and friendship, at a moment when reaffirming our shared history matters more than it ever has in the past. For generations, communities in northern New York and in Quebec and Ontario have moved through life together. We know Canadians not merely as neighbors, but as a remarkable friends, with friends defined as those you can depend on when you need somebody to depend on: in times of challenge and struggle.> <MICHAEL CASHMAN: 23:00:52: I think it’s important that this video and other things <MICHAEL CASHMAN: 23:00:52: I think it’s important that this video and other things continue, to promote the relationship between our nations and people to people. I think it’s why it was important when I was town supervisor that we started a friendship visit, with Cornwall. Often Plattsburgh in our region is looked at as Montreal’s US suburbs. But it’s bigger in the aperture of that relationship, right? It’s every border community, north and south. That has a deep and meaningful relationship. People have family that live, north and south of the border as well. So again, this isn’t about borders. About the economics. It’s about the people. Of both of our countries.> Back in Burlington, <APRIL CORNELL: 6:45: we have to be flexible. And every week a new strategy, sort of. It’s not a time of like, ‘well this is it and we’ll do that.’ It’s a time of flexibility.> April Cornell says the holiday shopping rush in this golden anniversary year for her products revealing new consumer insights — namely an embrace of a longer season. <APRIL CORNELL: 10:31: it feels like people are anticipating the holidays, earlier. Like they want to have that sense of joy, family togetherness that the holidays provide. There’s a lot of customers who’ve been with us for almost as long as I’ve been around, and they’re here with their next generation who’s doing the Christmas thing and all that. So it’s it’s a good place to come together at this time of year.> And looking to the future, Cornell’s sons and daughters-in-law are active in the business. She says she enjoys her job and her customers so much, she really can’t say how long she sees herself working. <7:43: My husband says forever, and says, ‘She’ll never stop.’ ‘She’ll never stop.’ But then I was thinking of another career… politics? álaughterá> OF COURSE CORNELL WAS JUST KIDDING THERE WHEN SHE SAID SHE WAS CONSIDERING A SECOND CAREER IN POLITICS. SHE TOLD US HER OVERALL TAKEAWAY FROM HER 50 YEARS IN RETAIL
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NBC5 In Depth: Mending frayed relationships with Canada
Well-known retailer April Cornell is just one business that has seen fewer Canadian customers lately. Hear some examples of how area leaders are trying to repair damaged relationships:
Leaders from Vermont and northern New York are expressing their appreciation for Canadians amid a dramatic decline in foot traffic to businesses in communities that used to be popular destinations for Canadian travelers. The drop-off has been widely attributed to a combination of a weaker Canadian dollar and to the White House’s rhetoric around Canada—not just with the trade war, but also President Donald Trump’s calls to annex Canada to the United States.”I know there are some who may be more than hesitant to work with the U.S. right now,” Gov. Phil Scott, R-Vt., said at a recent meeting of the Eastern Canadian Premiers and New England Governors. “I get it, because words matter. You’re offended and you’re hurt. And the unnecessary rhetoric we’re hearing far too often these days has a real impact on northern states, something showing up in our Canadian visitor data.”The Democrats on the Joint Economic Committee, which is made up of members from the U.S. Senate and U.S. House of Representatives, released a new report last week about impacts from a decline in Canadian tourism on businesses in states along the northern border.President Trump has insisted that his tariffs will boost domestic manufacturing and are necessary to ensure fair trade and reduce trade deficits. Sen. Maggie Hassan, D-N.H., a leading member on the Joint Economic Committee, blamed the tourism drop on what she called the president’s “reckless tariffs and needless provocations” toward Canada.The report compares data from 2025 to data from 2024. It found border crossings from Canada into New Hampshire were down 30% and crossings into Vermont were down more than 28%. Across New York’s full northern border, the report said crossings were down 17%. However, business leaders in the Plattsburgh area have said the number is higher locally. In New York’s North Country, 83% of businesses reported a decrease in Canadian customers, the report from the minority members of the Joint Economic Committee said. Of those businesses, 35% said they had to reduce staffing levels because of the decline, the report noted. Between June and September, Vermont reported a 49% drop in credit card spending by Canadians in the state, according to the report.In northern New York, where the North Country Chamber of Commerce says Canadian traffic is down by 30% compared to 2024, a new campaign called “We Know Canadians As” hopes to restore friendships and boost border crossings. The first phase consists of videos for social media that outline longstanding close bonds between the people of the United States and Canada.”This is not a marketing campaign,” Garry Douglas of the North Country Chamber of Commerce said about the new “We Know Canadians As” campaign. “It is a sincere expression of remembrance, gratitude, and friendship, at a moment when reaffirming our shared history matters more than it ever has in the past.”April Cornell, a longtime Burlington retailer who started her international clothing, accessories, textiles, and home décor brand in her native Montreal, said she has noticed the drop-off in Canadian foot traffic at her U.S. flagship store.”I think a lot of people said, ‘Well, I’m not going down to the States,'” Cornell said of Canadian visitors in an interview for NBC5 In Depth. “They had their favorite places, but it’s broken a little bit, I think. They realize that all Americans are not our government, and that we’re still very connected with each other. It’s tough, though, I have to say.”Cornell said she still does see Canadian customers in her Burlington store, adding that she has been trying to share messages of “joy and connectedness” with them.In 2025, April Cornell celebrated 50 years in business. For more on her long career in retail and design, watch the full segment that aired on the Dec. 14 episode of NBC5 In Depth. That can be found atop this article.Previous coverage: Campaign launches to restore American-Canadian friendship
Leaders from Vermont and northern New York are expressing their appreciation for Canadians amid a dramatic decline in foot traffic to businesses in communities that used to be popular destinations for Canadian travelers. The drop-off has been widely attributed to a combination of a weaker Canadian dollar and to the White House’s rhetoric around Canada—not just with the trade war, but also President Donald Trump’s calls to annex Canada to the United States.
“I know there are some who may be more than hesitant to work with the U.S. right now,” Gov. Phil Scott, R-Vt., said at a recent meeting of the Eastern Canadian Premiers and New England Governors. “I get it, because words matter. You’re offended and you’re hurt. And the unnecessary rhetoric we’re hearing far too often these days has a real impact on northern states, something showing up in our Canadian visitor data.”
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The Democrats on the Joint Economic Committee, which is made up of members from the U.S. Senate and U.S. House of Representatives, released a new report last week about impacts from a decline in Canadian tourism on businesses in states along the northern border.
President Trump has insisted that his tariffs will boost domestic manufacturing and are necessary to ensure fair trade and reduce trade deficits.
Sen. Maggie Hassan, D-N.H., a leading member on the Joint Economic Committee, blamed the tourism drop on what she called the president’s “reckless tariffs and needless provocations” toward Canada.
The report compares data from 2025 to data from 2024. It found border crossings from Canada into New Hampshire were down 30% and crossings into Vermont were down more than 28%. Across New York’s full northern border, the report said crossings were down 17%. However, business leaders in the Plattsburgh area have said the number is higher locally.
In New York’s North Country, 83% of businesses reported a decrease in Canadian customers, the report from the minority members of the Joint Economic Committee said. Of those businesses, 35% said they had to reduce staffing levels because of the decline, the report noted. Between June and September, Vermont reported a 49% drop in credit card spending by Canadians in the state, according to the report.
In northern New York, where the North Country Chamber of Commerce says Canadian traffic is down by 30% compared to 2024, a new campaign called “We Know Canadians As” hopes to restore friendships and boost border crossings. The first phase consists of videos for social media that outline longstanding close bonds between the people of the United States and Canada.
“This is not a marketing campaign,” Garry Douglas of the North Country Chamber of Commerce said about the new “We Know Canadians As” campaign. “It is a sincere expression of remembrance, gratitude, and friendship, at a moment when reaffirming our shared history matters more than it ever has in the past.”
April Cornell, a longtime Burlington retailer who started her international clothing, accessories, textiles, and home décor brand in her native Montreal, said she has noticed the drop-off in Canadian foot traffic at her U.S. flagship store.
“I think a lot of people said, ‘Well, I’m not going down to the States,'” Cornell said of Canadian visitors in an interview for NBC5 In Depth. “They had their favorite places, but it’s broken a little bit, I think. They realize that all Americans are not our government, and that we’re still very connected with each other. It’s tough, though, I have to say.”
Cornell said she still does see Canadian customers in her Burlington store, adding that she has been trying to share messages of “joy and connectedness” with them.
In 2025, April Cornell celebrated 50 years in business. For more on her long career in retail and design, watch the full segment that aired on the Dec. 14 episode of NBC5 In Depth. That can be found atop this article.
Previous coverage: Campaign launches to restore American-Canadian friendship
