Consumer Behavior

Most consumers not prepared to absorb tariff price hikes

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June 5, 2025

Just 20% of American consumers are prepared to absorb tariff price increases and 91% are already managing rising prices.

Those are top findings from a research report from Zappi, a consumer insights platform.

The data also revealed 49% of consumers are cooking at home more, 45% are cutting back on impulse buys and 22% are delaying technology upgrades, according to a press release.

Nearly one third, 31%, are not prepared to absorb price increases and 55% are worried about tariffs.

Just over a third, 34%, view tariffs as good for the economy.

Conducted online in mid-April 2025, the survey asked U.S. consumers aged 18-75 across popular political affiliations about their awareness of, preparedness for and feelings about tariffs.