NRF survey reveals most voters concerned about impact of tariffs on prices
Voters are worried the 2025 tariffs will raise prices on everything from groceries (76%) to medicine (71%) to household supplies (67%) and clothing (66%).
That’s according to a new survey conducted by Morning Consult for the National Retail Federation. The survey, which was conducted among 2,019 consumers between March 25-27, 2025, also found that most voters believe the government should make bringing down inflation and the cost of groceries their top priority, rather than price-raising policies such as tariffs.
More than half of voters believe the tariffs proposed in 2025 will negatively impact vulnerable communities and industries such as small businesses, working class families and the elderly.
Three-quarters (75%) of registered voters believe the government’s top priority this year should be tackling inflation and bringing down the cost of groceries and other everyday goods, compared with just 37% who believe the government should focus on cutting the trade deficit.
More than half of voters believe the tariffs proposed in 2025 will negatively impact vulnerable communities and industries such as small businesses, working class families and the elderly.
Small Businesses
In addition to the cost of higher prices on critical items needed for themselves and their families, 56% of voters also believe the 2025 tariffs will raise the cost of goods and services for small businesses.
Four-in-five (81%) U.S. voters are very or somewhat concerned about small businesses in their communities closing, given the current economy. Industries like retail, where 99% of businesses have fewer than 50 employees, are particularly vulnerable. In fact, over half (54%) of voters believe the 2025 tariffs will harm retail, compared with just 23% who believe they will help the industry.
Voters are also concerned about the specific price implications from imposing tariffs on U.S. neighbors and allies such as such as Canada (66%), Mexico (64%) and Europe (62%). However, voters feel most strongly about tariffs on Canada. Half (48%) of registered voters oppose tariffs on Canada, compared with just 39% who support them — a wider margin compared with other countries.
