The biggest consumer concerns about tariffs are…

Consumers worry about how tariffs will affect their finances.

A new survey indicates many U.S. consumers are worried about new or proposed tariffs on imported goods.

More than eight-in-10 (83%) U.S. shoppers recently surveyed by Numerator say they are aware of new or proposed tariffs, up significantly from 53% in December 2024. However, almost the same percentage of respondents (80%) are concerned about the impact of tariffs on their finances or shopping.

Specific tariff-related concerns include 64% are worried about tariffs raising the price of everyday goods, 44% are worried about limited availability of certain products, and 25% are worried about a potential slowdown in economic growth.

Product categories where respondents worry most about tariff-related price increases include groceries (55%), gasoline (41%), household goods (34%) and medical supplies (29%).

Consumers will change how they shop

Three-in-four (76%) respondents anticipate making changes to their shopping habits in response to tariffs, such as looking for sales or coupons to offset tariff price increases (23%), stocking up ahead of price increases (23%), or delaying purchase until prices stabilize (22%).

One in-three consumers support tariffs

Despite widespread overall concerns, close to half (46%) of respondents think tariffs in general have pros and cons depending on how they’re implemented, while 21% think they are harmful and 16% think they are helpful.

When it comes to the latest waves of tariffs, more than one-in-three (35%) respondents support the tariffs, 23% feel neutral or have no opinion, and 38% oppose.

Respondent opinions about tariffs were stronger on the negative side, with those who “strongly oppose” outnumbering those who “strongly support” two-to-one (28% vs. 14%).

Interestingly, the survey reveals that consumer understanding of how tariffs work remains mixed. Only one-in-three (34%) respondents say they fully grasp how tariffs affect prices, while nearly half (48%) say they have a general idea but lack details.

And close to one-in-five (17%) respondents admit to having little-to-no understanding of the tariff issue.

Numerator surveyed 1,000 U.S. consumers about their views on tariffs on Feb. 11, 2025.