From Sticker Shock to Sun Safe: The 5 Stages of Buying from a Small Canadian Business

From Sticker Shock to Sun Safe: The 5 Stages of Buying from a Small Canadian Business

Let’s talk about something I hear a lot:
“That much for a kid’s shirt?!”

Yep. I get it. That kind of sticker shock is real when you’re used to big box stores and fast fashion.

But here’s the thing — Sun Safe isn’t your average shirt. And if you’ve ever bought from a small Canadian business, you know there’s a journey we all go on. I call it the 5 Stages of Buying Small.

Here’s what that looks like (and why it’s worth every step):

Stage 1: Sticker Shock 😳

Let’s rip the Band-Aid off.
Yes, our UPF 50+ kids' shirts are $79. But they’re also:

  • Made in Canada by actual people earning living wages

  • Designed using sustainable, high-quality fabrics that last

  • Built to protect your little ones and whole family from harmful UV rays — no chemicals needed

So while the price may catch you off guard at first, it’s not just a shirt. It’s peace of mind.

Stage 2: Education 🧠

Once the initial surprise wears off, most people start to do a little digging. That’s when you learn what’s really behind that price tag:

  • UPF 50+ means protection from 98% of UVA and UVB rays

  • We donate a portion of proceeds to the NICU and collate to raise awareness of skin health and sun protection with Canadian Skin Cancer Foundation

  • We use recycled, sustainable materials 

  • Every design is made by me, a Canadian mom who built this brand for my own kids

At this point, you realize this isn’t fast fashion — it’s functional fashion.

Stage 3: The Lightbulb Moment 💡

This is when it clicks:
“It’s not overpriced — it’s appropriately priced.” (Someone at a market commented: "I've paid more than that for stuff made in China.")

When you factor in living wages, ethical production, and long-lasting quality, the cost makes sense.
Plus, no more replacing cheap UV protection every summer.

Stage 4: Seeing the Value 💪

Once you’ve made your first purchase, this stage is the game-changer. You’ll notice:

  • No sunscreen battles with squirmy toddlers

  • No irritation from synthetic, low-grade fabrics

  • No stress about UV exposure during lake days or beach trips

  • No washed out protection and stretched-out sleeves after one summer

Just a comfy, protective shirt that you and your kids can wear again and again — and pass down.

Stage 5: The Feel-Good Purchase ✨

This is where you land, and honestly, it’s the best part.
Every time your family wears their Sun Safe gear, you know:

✔️ They're protected from sun damage
✔️ You supported a local Canadian business
✔️ You made a conscious, sustainable choice

It’s more than just a sun shirt — it’s a decision you feel good about, season after season.

Final Thoughts:

We’re conditioned to think "cheaper is better." But when it comes to protecting our kids (and ourselves) from the sun, better is better.

Thanks for shopping small, supporting local, and choosing quality over quantity.

If you’ve gone through all 5 stages — I see you.
If you’re still in stage 1 — hey, we’ve all been there. 💛

Ready to shop sun-safe, Canadian-made essentials?
Shop Now!

Stay sun safe,
Jen
Founder & Designer, Sun Safe On The Lake

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