IKEA / Canada / 2024Promo
SHT (Second-Hand Tax).
IKEA Canada created a -13% counter-tax on its second-hand marketplace to protest sales tax being charged twice on used goods.
- Brand
- IKEA
- Agency
- Edelman Canada
- Market
- Canada
- Region
- Global
- Year
- 2024
The challenge
Canada's 13% HST is applied again every time a used item is resold.
The idea
The SHT cancelled out the HST so shoppers paid no tax on IKEA's second-hand marketplace. Open letters in national papers, outreach to officials and an Earth Month petition pushed lawmakers to change the rule.
Results
- 35,000+ petition signatures
- Second-hand sales up 192%
- Federal government agreed to meet IKEA
Case study source: Activation Ideas Source ↗
