As the omicron variant of COVID-19 sweeps across Canada, many provinces are seeing skyrocketing numbers of cases. The most populous ones are once again implementing lockdown measures, in effect this week, as hospitals fill up, exhausted front-line workers find little relief and rapid antigen and PCR tests have become difficult to find, resulting in lengthy lines at testing sites.

Beginning at midnight on Wednesday, Jan. 5, Ontario Premier Doug Ford ordered that schools go virtual for at least two weeks and closed indoor dining, gyms and movie theaters until at least Jan. 27. Retail capacity is now cut to 50%, and indoor gatherings are limited to five people (outdoor to 10). Hospitals have also been told to put all elective procedures on hold, for fear that the simultaneous increase in COVID cases would overwhelm facilities. This is the province’s fourth lockdown since March 2020.

“We face a tsunami of new cases,” said Ford during a press conference on Monday, Jan. 3, when he announced the imminent restrictions. On Dec. 23, positive cases in the province numbered 5,790. By New Year’s Eve, it had hit 16,790. More than 80% of Ontarians are vaccinated.

Meanwhile, in Quebec, the second-most populous province after Ontario, school is now virtual (though officials plan to reopen them on Jan. 17), and indoor dining and private gatherings are prohibited. Movie theaters and gyms are also closed, and officials have implemented another nighttime curfew, effective since New Year’s Eve; all residents must be off the streets between 10 p.m. and 5 a.m. or face fines, though 13 academics and public health experts signed an open letter to Premier François Legault stating that there’s little evidence that curfews are effective in slowing the spread. Last year, the first curfew lasted from Jan. 9 to May 28.

'More harm than good': Academics sign letter condemning Quebec curfew https://t.co/D8wPD1It1x

— CTV Montreal (@CTVMontreal) January 3, 2022

The federal government continues to offer the Canada Worker Lockdown Benefit, which provides $300 a week to eligible people who can’t work due to lockdowns and resulting capacity limits.

It’s certainly exasperating and disappointing for Canadians who’ve been through numerous lockdown phases. Morale is low, including at promo firms. “Our staff is exhausted,” says Stéphane Maurais, president of Alco Prevention Canada (asi/30166) in Laval, QC. “The situation hasn’t been this bad since the very beginning of the pandemic. There are lots of cases and hospitals are full. But our business has never been so successful. We have a license from Health Canada, and we sell tons of masks and tests. At least that’s been very good.”

It feels like Groundhog Day, says Ann Baiden, CEO and founder of Richmond Hill, ON-based Innovatex Solutions Inc. (asi/231194). Parents and kids had to adjust again to virtual classrooms in a matter of days, senior citizens are isolated, front-line workers are exhausted and athletic matches have been canceled.

“Everyone is feeling it,” she says. “Several local long-time small businesses have closed. Gyms were many people’s escape and they’re closed again. We’re fortunate that the majority of our clients have continued to support their brands, clients and employees with promotional products. Fulfillment is here to stay.”

“We’re fortunate that the majority of our clients have continued to support their brands, clients and employees with promotional products. Fulfillment is here to stay.” Ann Baiden, Innovatex Solutions Inc.

Kathy Cheng, founder and president of Redwood Classics Apparel (asi/81627) in Toronto, says the health measures at her facility haven’t changed. They’ve continued to discourage non-essential visitors, and essential ones must show proof of vaccination and a negative PCR test. As a B2B business, Cheng says they’ve weathered the storm well: The company had a record Q4, most likely helped along by the fact that their garments are made domestically and hence less subject to supply chain disruption than items made offshore.

“We’re still getting orders,” says Cheng. “E-commerce is still going and the phones are ringing. No one’s happy about the new restrictions, but at this point what can we do? We continue to follow safety protocols and encouraging boosters. We’re disappointed and there’s some fear about where this goes, but the silver lining is this seems to be a less aggressive variant.”

Jamie McCabe, president of London, ON-based McCabe Promotional Advertising (asi/264901), says it’s a bit premature to predict what business impact his company will feel, but he’s concerned it will be worse than last year. “Some clients have been greatly affected,” he says. “But we still had a 20% year-over-year growth at the end of 2020. We’re planning on that same growth again this year. Canadians are resilient, and this too shall pass. I see the light at the end of the tunnel. This is merely a speed bump. One variable is that it’s a provincial election year, so as we all know, weird things happen.”  

“Canadians are resilient, and this too shall pass. I see the light at the end of the tunnel. This is merely a speed bump.” Jamie McCabe, McCabe Promotional Advertising

Meanwhile, people are making the most of it and enjoying the winter weather when possible. “I’m hoping this only lasts two weeks,” says Baiden. “In the meantime, the pond is frozen and I’ll be out there as much as I can playing hockey with my husband and kids.”