Consumer Behavior

Most consumers aware of proposed tariffs

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June 30, 2025

Most U.S. consumers, 77%, are aware of new or proposed tariffs on goods imported into the U.S., with millennials, 79%, most aware followed by high-income consumers (84%).

The insight, from Numerator's Tariff Sentiment Tracker, is based on a survey that polled 5,000 consumers, according to a press release.

The majority of consumers express knowledge and concern about tariffs; 83% of consumers report they understand what tariffs are and how they impact prices, and 88% are concerned about the impact on their personal finances or shopping habits.

Additional findings include:

• One-third of U.S. consumers support tariffs.
• Only a quarter of consumers believe tariffs will have a positive impact on the U.S. economy over the next year.
• Nearly nine in 10 consumers continue to say that tariffs will impact their personal finances or shopping habits.
• 81% still expect to adjust their finances or shopping habits in response to the tariffs.