In recent weeks, international trade policy has dominated headlines as the Trump administration rolled out sweeping tariffs on countries across the globe, followed by a 90-day pause for most, excluding China. With trade discussions heating up, shoppers—and the brands that serve them—are bracing for potential price hikes, supply chain shifts, and evolving consumer behaviors.
Numerator’s latest survey of U.S. consumers sheds light on how tariffs are shaping sentiment and shopping habits, offering insights into consumer concerns and strategic opportunities for brands, manufacturers, and retailers. *This article was originally published on February 13 and has been updated with new data as of April 10, 2025.
Five Key U.S. Tariff Figures for April 2025:
- 89% of U.S. shoppers say they’re aware of new or proposed tariffs
- 85% are concerned about the impact of tariffs on their finances or shopping
- 83% anticipate making changes to their shopping habits in response to tariffs
- 72% are worried about tariffs raising the price of everyday goods
- 48% will look for sales or coupons to offset tariff price increases
Consumers Track Tariffs Closely
What do U.S. shoppers know about tariffs?
The majority of U.S. consumers are keeping tabs on the latest tariffs. As of April 10, nearly nine-tenths of shoppers (89%) say they’re aware of new or proposed tariffs on imported goods—up from 83% in February. While awareness is high, understanding remains mixed. About two-fifths (40%) of shoppers say they fully grasp how tariffs affect prices, while nearly half (48%) have a general idea but lack details. Another 11% admit to having little-to-no understanding of the issue. Claimed understanding has increased by about six percentage points in the past two months as tariffs have moved to the forefront of political conversations and news coverage.
Concern Surrounding Tariff Impacts
Are consumers worried about new tariffs?
Consumers are feeling uneasy about the financial impact of tariffs. Over four-fifths (85%) express concern about how tariffs will affect their personal finances and shopping behaviors, up four points from February. Three-fourths (72%) are worried about higher prices on everyday goods, half (50%) about limited availability of certain products, and two-fifths (39%) about a potential slowdown in economic growth. Another 21% expressed concern that tariffs may impact their job or industry. All tariff-related concerns were up versus February, particularly economic concern (+15 points), higher prices (+8 points) and job impacts (+7 points).
Shoppers worry most about tariff-related price increases in essential categories like groceries (60%), household goods (42%), and gasoline (40%). All categories except gasoline saw increased concern from February to April, especially household goods (+8 points), automobiles (+7 points), home appliances (+7 points) and personal care products (+6 points).
How do shoppers feel about tariffs and the economy?
As mentioned previously, economic disruptions were the fastest-growing tariff-related concern between February and April. Additional analysis from Numerator’s Economic Research team indicates 72% of shoppers are concerned about a recession in the next year and 70% are concerned about the stock market volatility induced by April tariffs.
Consumers are increasingly concerned about the impact of tariffs, both on their own finances and the overall economy. This is not just a partisan issue. Consumers across the political spectrum are becoming increasingly concerned. Changes in consumer sentiment are a leading indicator for changes in purchasing behaviors, and if consumers remain this pessimistic about the future of the U.S. economy, we can expect cutbacks in consumption going forward and a potential recession later this year.” —Dr. Leo Feler, Chief Economist, Numerator.
Tariff-Induced Trade-Offs
How will tariffs impact shopping behaviors?
Four-fifths of shoppers (83%) anticipate making changes to their finances or shopping behaviors in response to or in preparation for new tariffs. The most popular reaction is looking for sales or coupons to offset price increases (48%), followed by delaying purchases until prices stabilize (32%) or buying fewer imported goods (32%). Other reactions include stocking up on items prior to tariff-induced price increases (31%) and switching to U.S. made alternatives (25%). Switching to U.S. made products was the only reaction that declined in the past two months (-2 points), while delaying purchases (+10 points) and stocking up (+8 points) saw the largest increase.
Shoppers Torn On Tariff Policy
Do U.S. shoppers support the new tariffs?
Two-fifths of American consumers (41%) think tariffs in general have pros and cons depending on how they’re implemented, while a quarter (25%) think they’re harmful and just under a quarter (23%) think they’re helpful. Many Americans (60%) also believe opinions on tariffs are largely shaped by political affiliation. When it comes to the latest waves of tariffs, shoppers are understandably split: 38% support the tariffs, 20% feel neutral or have no opinion, and 42% oppose. Opinions are stronger on the negative side, with those who “strongly oppose” outnumbering those who “strongly support” (30% vs. 18%). Between February, neutrality declined (-7 points) while both support and opposition grew (+4 points, +3 points).
Tariff Considerations for Businesses
How can brands, manufacturers and retailers respond to tariffs?
Shoppers are keeping a close eye on prices right now, meaning sudden spikes could drive them to competitors. If price increases are unavoidable due to new tariffs, companies should implement them gradually to minimize consumer pushback. Running targeted promotions or loyalty rewards can also be a bridge strategy to retain price-sensitive shoppers. Companies should consider monitoring sentiment and switching behaviors through surveys and verified purchase data to ensure their strategies are on track, course-correcting as needed. Exploring alternative materials sourcing from non-tariffed countries and evaluating domestic production feasibility will also set up businesses for future tariff resilience.
Keeping Tabs on Trade Policy
As tariff uncertainty lingers, consumer shopping habits will continue to evolve. Businesses that proactively adjust pricing strategies, marketing messages and supply chains will be better positioned to retain consumer trust and minimize revenue disruptions. Whether through smart promotions, highlighting U.S.-made alternatives, or adjusting sourcing strategies, the key to thriving in a tariff-heavy landscape is adaptability.
Numerator is now offering a Tariff Instant Survey Template with sector benchmarks for clients looking to go deeper into tariff impacts for their brand or category. Quickly assess how tariffs are affecting your consumers and compare your survey data to sector averages with this new survey offering. For more information on how to safeguard your business against tariffs, reach out to our team of experts who can provide you with more targeted insights and recommendations specific to your organization’s needs.
