Survey: Nearly half of U.S. consumers support tariffs
Tariffs are back in the news, and support for the import duties is up among the American public compared to last year.
That’s according to January survey data from e-commerce marketing company Omnisend, which revealed that support for tariffs has risen to 46%, up from 34% last year. However, a majority (56%) of those surveyed say consumers ultimately bear the cost of tariffs through higher prices.
In a six-to-three ruling issued Friday, Feb. 20, 2026, the Supreme Court determined that the Trump Administration does not have the authority to unilaterally impose tariffs on imported products under the International Emergency Economic Powers Act, or IEEPA. The ruling did not address the issue of whether the U.S. government must repay tariffs already collected, which have mostly been paid by U.S.-based importers and businesses and in many cases passed along to consumers.
In response to the ruling, President Trump said he will sign an executive order setting a new 15% "global tariff" under Section 122 of the Trade Act of 1974, which allows him to establish tariffs for 150 days, with Congressional approval needed for any extension.
According to Omnisend’s survey, more than two-thirds (69%) of consumers say tariffs have influenced them to buy more U.S.-made products, while 59% would pay a premium for American-made goods. More than half (54%) of Americans earning over $100,000 per year support tariffs, while 42% of those earning under $75,000 per year support them.
[READ MORE: Democrats introduce tariff refund bills; Trump says he can issue levies]
Despite the support for tariffs, many consumers are changing their online shopping habits. Nearly a third (32)% say they now stick to U.S.-based sellers, while 23.4% actively avoid ordering from international sellers and 21.1% only shop internationally if duties are shown upfront.
At the same time, international shopping hasn’t disappeared, as 36% say they still order internationally when prices are significantly lower. More than a quarter (29%) of those surveyed say it’s very easy to find and purchase Made in the USA products online, while 26% say it’s somewhat or very difficult.
Consumers are open to paying a premium for products made in the U.S., according to the survey. Nearly six-in-10 (59%) say they would pay a premium, up from 40% in 2025. More than a quarter (27%) of those surveyed would pay up to 5% more, while 22% would pay up to 10% more, and 9% would pay more than 10% more. Roughly three-in-10 (29%) consumers say price still matters more than where the product is made.
“Consumers aren’t confused about tariffs — they know exactly where the cost shows up, and it’s on the receipt,” said Marty Bauyer, e-commerce expert at Omnisend. “The survey showed that instead of simply shopping less to save money, people are shopping differently. They’re looking for fewer surprises, clearer pricing and sellers they trust — and increasingly, that means choosing domestic options whenever they can.”
Omnisend's survey was conducted Jan. 10-14, 2026, among U.S. consumers. Quotas were placed on age, gender and place of residence to achieve a nationally representative sample of U.S. users.
