Study: Rising prices shaking up consumer loyalty and shopping behavior
As U.S. tariffs start to drive up costs across key product categories, consumer behavior is shifting — fast.
That’s according to a new report from performance marketing and identity company Wunderkind in which 36% of consumers say they are “very likely” (36%) and 40% say they are “somewhat likely” to consider brands they've never purchased from before if they offer better price or value.
In other findings, only 10% of consumers say they wouldn't switch brands based on price — underscoring just how rare unconditional brand loyalty has become in todayʼs cost-conscious climate, noted Wunderkind. Females and baby boomers showed slightly greater resistance to switching, but the overwhelming majority across demographics still prioritize value when making purchase decisions.
Other highlights from Wunderkind’s “U.S. Tariff Effect: Exclusive Marketer and Consumer Insights” report are below.
•Apparel/Footwear: Waiting for sales or promotions was the top (43%) change in behavior for consumers shopping for apparel/footwear, reinforcing that price timing is now a major factor in fashion-related decision-making — especially among millennials (51%) and boomers (47%).
Shoppers are also willing to downgrade or defer. One-third (33%) say they would switch to less expensive or alternative brands, while 34% would generally cut back on these types of purchases altogether. Only 10% of consumers say theyʼd accept the higher prices without changing behavior for apparel/footwear.
Additionally, second-hand is going mainstream. 29% of respondents say they would shop thrift or second-hand, with Gen Z (37%) and Gen X (31%) leading this behavioral change.
"For brands, the implications are clear: lean into seasonal promotions, explore value-driven product tiers, and consider partnerships with resale or pre-loved commerce platforms," the study said.
•Grocery & Essentials: Tariff-driven price increases are prompting consumers to reassess how they shop for everyday essentials, with switching to less expensive, or store/private-label brands leads the top (40%) strategy for managing rising costs on grocery and consumable items like packaged foods, paper towels, and toothpaste. Another major shift is a move toward lower-cost alternatives. 33% would stock up when prices are lower — behaviors that point to a growing appetite for control and predictability in spending.
Other savings tactics are gaining traction as well. 27% of respondents say they would shop less frequently or purchase fewer items, while 21% would delay purchases until absolutely necessary.
•Summer Shopping: As summer approaches, consumers are recalibrating their spending habits in response to tariff-related price increases. The most common shift is prioritizing essentials over discretionary summer spending, selected by 41% of respondents.
Discretionary categories are taking a back seat, with 23% of consumers saying they plan to buy fewer non-essential or “fun” summer items, such as travel gear, seasonal fashion, or outdoor décor. This sentiment is strongest among Gen Z (26%). And 26% say they will wait for major holiday sales such as Memorial Day or Fourth of July before making purchases. Gen Z (37%) again leads here.
Only 15% of respondents expect no change in their summer shopping due to tariffs.
•Loyalty is Flexible For the Right Discount: Sixty-six percent of shoppers say they would consider switching brands if the price difference is 20% or less.
•Tariffs Reshaping Full-Year Outlook. When asked how long these economic factors would impact their shopping behavior, the most common response was “through the end of 2025 or longer,” by 36% of respondents. And 24% of shoppers believe their purchasing will be impacted through August, and 23% through December. Only 17% of respondents believe tariffs wonʼt significantly disrupt their shopping behavior at all.
