Survey: Most consumers already changing spending habits due to tariffs
The overwhelming majority of consumers say they have already started bracing for price increases due to tariffs.
Nine-in-10 (91%) consumers are already making tradeoffs to manage rising prices that are expected to come from impending tariffs on imported goods, according to a new survey from consumer insights platform Zappi.
Nearly half say they’re cooking at home more often (49%), cutting back on impulse purchases (45%), ordering less takeout (44%) and delaying technology upgrades (22%). And one-in-three are switching to generic brands (32%), eliminating non-essentials (38%) or shopping at discount stores (31%).
In other findings. most Americans are aware of tariffs but not deeply informed, according to the survey. Only 22% say they’re "very familiar" with how tariffs impact prices, while nearly half (46%) say they’re only "somewhat familiar."
[READ MORE: Retail sales growth slows in April]
When asked by Zappi at what point consumers would no longer buy their favorite products based on category, the survey found a 5–10% price increase is enough to change behavior in most categories. More than half of consumers (56%) would stop purchasing snacks, fast food, cosmetics, wine and spirits and tech products if prices rose by just 10%.
Despite the price sensitivity, quality reigns supreme for consumers as the most important factor (87%) when purchasing an item. This is followed by price (85%) and availability (83%). Country of origin matters to just 44% and ethical sourcing to 54%.
Nearly half of respondents (46%) in Zappi’s survey say they’d be most likely to buy a product labeled “Made in America,” but only 20% are willing to pay significantly more for it. Nearly one-third (28%) would choose the cheaper option regardless.
Additional insights from the survey include the following:
- 20% would support tariffs to reduce dependence on foreign manufacturing while 18% say nothing would make them support tariffs.
- 59% of Democrats believe tariffs are bad for the economy compared to just 20% of Republicans.
- 86% of Democrats believe tariffs increase the price of everyday goods, while 69% of Republicans share that view.
Zappi’s survey of 1,000 consumers aged 18-75 was conducted online in mid-April 2025 U.S.
