Consumers seek low prices, express tariff concerns
Most U.S. consumers are worried about import tariffs and many shop on apps featuring low-cost Chinese products.
According to a new survey of 1,000 U.S. consumers from e-commerce marketing company Omnisend, 40% of respondents say they are willing to pay extra for goods made in the U.S.
However, half of respondents also shop on e-commerce platforms specializing in low-cost goods imported from China – 43% of them do so at least monthly, and 7% say they shop on those apps daily.
Omnisend analysis indicates these results suggest that while the intention among U.S. consumers to support domestic manufacturing is strong, low prices and convenience from marketplaces selling Chinese-made goods remain hard to resist.
"U.S. shoppers like the idea of supporting American businesses, but they’re also used to rock-bottom prices and fast shipping," said Greg Zakowicz, senior e-commerce expert at Omnisend "To win more of their loyalty, U.S. brands may need to focus on delivering value beyond just price, such as unique product offerings or stronger customer experiences."
Tariffs spark consumer concerns
The survey also reveals that consumer response to global reciprocal tariffs recently introduced by President Trump is tepid at best. While 56% of respondents worry that tariffs on imports will drive up prices, only 34% support the tariffs compared to 42% who oppose them, with the remaining 24% undecided.
"Tariffs might drive more people toward locally made goods in theory, but in practice, shoppers often go wherever they can find a deal," Zakowicz said. "It’s a classic push-and-pull: consumers want to boost American manufacturing, but they also worry about stretching their dollar when costs creep up."
Omnisend also advises that survey results reveal retailers can't rely on patriotism to drive sales but need to be proactive in explaining the value of their products beyond price — including factors such as quality; sustainability; or a faster, more personalized customer experience.
[READ MORE: Circana: Factors beyond tariffs already disrupting normal consumer behavior]
"Tariffs alone won't automatically drive consumers to buy American," Zakowicz said. "Retailers that adapt to potential price increases, offer creative promotions, and highlight unique differentiators can attract customers, even if external factors push costs higher."
The survey was commissioned by Omnisend and conducted by Cint in February 2025. A total of 1,000 respondents were surveyed across the US.
