Consumer Behavior
US consumers already changing spend behaviors due to tariffs
May 19, 2025
A good majority of American consumers, 75%, expect tariffs to take effect soon and 51% plan to cut non-essential purchases.
Those are top findings from Trade Winds, an ongoing research initiative tracking consumer sentiment and behavior as tariff-related economic conditions shift from consulting firm Reach3Insights and Rival Technologies, a provider of mobile-first conversational research and technology.
The findings reveal many consumers are already changing spending behaviors given the ongoing tariff pronouncements by President Donald Trump, according to a press release on the data.
"With this research, we're showing how macro forces are affecting consumer behavior now and in the future, giving brands across industries the insights needed to make strategic decisions with greater confidence," Matt Kleinschmit, CEO of Reach3 Insights, said in the release.
The research revealed 83% of Americans believe they understand what tariffs are, and three in four are concerned about how these changes will impact them financially.
Overall consumer sentiment is deeply negative, with most participants reporting emotions like stress, pessimism, frustration, or anxiety, according to the data. More than half expressed low optimism about their future, and 40% felt the same about their personal finances.
Survey participants said they plan to:
- Cut back on non-essential purchases (51%).
- Start budgeting (39%).
- Switch to more affordable brands (37%).
- Delay larger purchases (36%).
- Buy smaller quantities (30%).
- Buy second hand items (24%).
- Stock up on household essentials (24%).
Groceries are the most commonly cited inflationary concern, with 67% anticipating higher prices. Other vulnerable categories include electronics, clothing, household items, and healthcare.
Many Americans are already shopping at discount retailers, using more coupons, and switching to no-name brands to stay within budget, according to the release.
