Consumer Behavior

Shoppers adjusting spending ahead of tariff implementations

Photo: Adobe Stock

July 21, 2025

American consumers aren't waiting for tariffs to be instituted and are changing their spend ahead of potential high costs.

That's a top finding from a Savanta study that also revealed more than half (54%) believe U.S. tariffs will hurt the economy, and nearly half (48%) expect them to increase over the next year.

A majority, 77%, expect tariffs to impact their household finances and 41% say it's already hurting their wallets, according to a press release on the findings..

"Americans may not follow every trade policy detail, but they know when their household expenses go up," Kyle Gollins, head of commercial, Americas at Savanta, said in the release. "What used to be a geopolitical lever is now a household pressure point."

Faced with rising prices, Americans are adjusting fast:

• 66% have noticed price increases on groceries, and 42% say the same for clothing.
• 71% have changed or are considering changing their purchase decisions.
• 61% have switched to cheaper brands in recent months.
• 35% view tariffs as a hidden tax on consumers.

A majority of Americans (56%) say they have a moderate or strong understanding of how U.S. tariffs work, suggesting that concern isn't just emotional, but informed.