I'd say the policies of the current US administration might have a part to play in it, with continually increasing friction at the border, 51st state talk, and the tariffs. No FUD necessary.
I live a short drive from the border and would make a few trips per year usually. I've met a lot of good people in Montana & North Dakota. As it stands I haven't been to the US for over a year now, and don't care to go anytime soon. It's easier now to just stay here and spend my money locally, rather than in a foreign country.
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I have several clients in Canada. One comes down regularly to bass fish in FL and we always have breakfast and compare notes of the state of affairs with our governments. I had no idea the Canadian government banned outside media from social platforms in 2023. My boss is Canadian and his parents have split opinions about everything based on his mom not using social media and his dad is consumed by it. Neither of our governments are making it easy to be good neighbors