Numerator: Most consumers say tariffs affect spending
New survey data reveals that tariffs imposed by President Donald Trump are causing widespread concerns among U.S. consumers.
A wide majority (81%) of U.S. consumers expect to adjust their finances or shopping habits in response to tariffs initially set by President Trump in spring 2025, according to Numerator's Tariff Sentiment Tracker, with the data based on a custom Numerator survey fielded to 5,000 U.S. consumers. This is unchanged from Tariff Sentiment Tracker findings in June 2025.
Respondents say they are most likely to cut back spending on non-essentials (45%), look for sales or coupons to offset price increases (41%), delay non-essential or big-ticket purchases (30%), switch to lower-priced retailers or discount stores (29%) and buy fewer imported goods (28%).
Eighty-six percent of respondents are concerned about the impact of tariffs on their personal finances, in line with survey results from June. Six-in-10 (61%) respondents are worried about higher prices on everyday goods, 57% are worried about general inflation, 47% are worried about higher prices on non-essential items, and 43% are concerned about limited availability of certain products.
Other findings
- Eight-in-10 (81%) respondents say understand what tariffs are and how they impact prices.
- Seven-in-10 (71%) respondents say they are aware of new or proposed tariffs on goods imported into the U.S.
- More than half (56%) of respondents say they think tariffs will have a negative impact on the U.S. economy in the coming year.
- More respondents oppose tariffs (43%) than support them (29%), with 28% feeling neutral.
- Only 27% of respondents say that tariffs will have a positive impact on the U.S. economy over the next year, while 58% believe they will have a negative impact. More than three-in-four (77%) respondents are concerned about the possibility of a recession in the coming year.
- Only one-in-10 respondents say they have no concerns regarding tariffs. Eight percent do not expect to make any changes as a response to tariffs.
Consumers get in front of tariff price hikes
A recent consumer survey commissioned by tracking and logistics firm Position Imaging and conducted by The Harris Poll indicates two-thirds of respondents say they will make certain purchases sooner than planned this year, primarily driven by concern over price increases tied to tariffs (51%).
[READ MORE: Survey: Consumers buying ahead, in-store to avoid tariff effects]
Younger respondents are significantly more likely to be making purchases sooner than planned this year, with 87% of those ages 18–34 and 83% of those ages 35–44 saying they have or will expedite purchases. This is compared to just 66% of those ages 45–54, 53% of those 55–64, and 38% of those 65 and up..
