Consumer Behavior
American shoppers very concerned about global trade issues
October 22, 2025
Nearly half, 45%, of American shoppers are extremely concerned or very concerned about global trade issues impacting the ability to find products they want to buy for the holiday season.
That's a prime finding of a o9 survey, "U.S. Shopper Spotlight: o9 Consumer Survey 2025," conducted in collaboration with Team Lewis.
About 25% of U.S. consumers have not recently purchased a clothing, electronic or grocery item due to economic conditions, according to a press release on the survey's findings.
When they do make a purchase, 75% of Americans agree they are more likely to buy based on a need and 55% will usually wait until the product is on sale.
Regarding overall holiday spend, nearly one in three (32%) said they plan to cut back due to tariffs or trade restrictions, while 31% indicated they will switch to lower-cost brands or products.
"Tariffs in their current form are being used more unpredictably and aggressively than in decades past, and our new shopper spotlight survey reflects the impact of that among American consumers," Adam Ben-Yousef, senior vice president, Revenue Growth Management, o9, said in the release.
