Survey: Shoppers to curb holiday spending, hunt for more American-made gifts
Tariffs on imported goods are having an impact on how consumers plan to shop this holiday season – with many planning to spend less and rely on sales events for the best deals.
When asked about the impact of tariffs, four-times more Americans say they will spend less than more this year (32% vs 8%), according to a new consumer survey from YouGov. Almost a third (32%) of those surveyed say tariffs will lead them to spend less this year, while just 8% expect to spend more. Another 32% said they currently have no plans to change the amount they spend.
A third of consumers also noted that they are “much more likely” or “somewhat more likely” to buy more American-made products this year given new tariffs. Forty-three percent say they will do so about the same as always.
Participation in sales events such as Black Friday and Cyber Monday is expected to remain steady this year. Thirty-nine percent of those surveyed plan to shop on Black Friday this holiday season, compared to 36% who did so last year, while 38% said the same of Cyber Monday, compared to 34% last year. Amazon Prime Day (36%) and Small Business Saturday (20%) both saw increases year over year in those who are “somewhat” or “very likely” to shop on those days.
Of those planning to shop on Black Friday or Cyber Monday, 37% said they will hold off on making an essential purchase in the hopes that it will be available in a mega sale offer. Thirty-one percent said they would do most of their gift or holiday shopping during the events.
Despite a sizable number of consumers planning to participate, many consumers have their gripes about mega sales events. Nearly two-thirds (63%) say that the discounts are misleading, while 42% say that the quality of items being offered are poor.
Thirty-six percent of respondents say they are less interested in these types of sales events compared to two or three years ago. This compares to only 12% who say they are more interested.
[READ MORE: Survey: Cash back, 'deep discounts' poised to drive extra holiday spending]
“This year’s Black Friday and Cyber Monday are about more than deals. They are a barometer of how Americans are navigating uncertainty,” said Ashley Brown, senior director of account management at YouGov. “Shoppers are signaling they want to buy earlier, spend less, and shop with values in mind. The sharp turn toward ‘Made in USA’ products reflects the pressure today’s consumers feel as they head into the holiday season.”
YouGov’s survey was conducted from Aug. 8-18, 2025, with 1,536 respondents in the United States.
