Here's how shoppers are reacting to tariffs...
The imposition of tariffs on most imported goods is having an effect on how consumers plan to shop and spend.
More than eight-in-10 (83%) respondents said they are planning to pull back on spending in the coming weeks, according to e-commerce platform Klaviyo, which used OnePulse to survey 500 U.S. consumers about how U.S. tariff policy is affecting their shopping habits, and emailed results to Chain Store Age.
Six-in-10 (61%) respondents say they plan to cut back their spending at restaurants, followed by clothing/accessories (47%) and travel/hotels (41%).
Most goods imported to the United States have a 10% tariff, with levies on Chinese products as high as 145% (with exceptions for some consumer electronics). Further reciprocal tariffs President Trump placed on imports from most countries on April 2 are currently paused until July 8, 2025.
Meanwhile, 35% of respondents plan to buy products now before tariffs go up, 25% are waiting to see if prices increase and 28% plan to wait and potentially switch to cheaper alternatives.
The price of brand loyalty
Close to three-in-10 (28%) respondents plan to remain loyal to their preferred brands. However, when asked the best ways to keep them brand-loyal, respondents were most likely to cite frequent discounts or promotional offers (54%), consistent product quality (37%) and better prices (33%).
[READ MORE: Survey: Consumers to prioritize lowest prices in coming months]
While 37% of respondents said cite product quality is key to building brand loyalty, only 8% prioritize quality in their purchasing decisions. The survey also found that the two biggest communication asks for brands right now are transparent pricing updates and clear info about delays or supply chain issues.
"Consumers aren't just price conscious right now, they’re turning to brands they trust first and they’re looking for guidance," Jake Cohen, head of industry and insights, Klaviyo, said in commentary emailed to Chain Store Age. "Brands need to use this moment in time to connect with their customers and start a two way dialogue. Be transparent around pricing and supply chain challenges and find meaningful ways to reward customer loyalty. For many brands, this could be a big opportunity to build stronger and more authentic relationships with their customer base that can convert later down the line."
