A recent survey by Numerator reveals that U.S. consumers are increasingly aware of tariffs, with 83% of shoppers being informed about new or proposed tariffs. However, understanding of the issue remains limited, as only 34% fully comprehend how tariffs affect prices.
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The majority of consumers (80%) are worried about the financial impact of tariffs, with concerns focused on higher prices for everyday goods (64%), limited product availability (44%), and economic slowdowns (25%). In response to potential price hikes, 76% of shoppers plan to adjust their shopping habits, with many seeking sales or coupons (41%) or turning to U.S.-made alternatives (26%).
Although tariffs have divided public opinion, with 35% supporting them and 38% opposing, many consumers view tariffs as having both positive and negative effects depending on their implementation. Political affiliation appears to influence opinions on the issue, with 53% believing that views on tariffs are shaped by political views.
For businesses, the article suggests gradual price increases to avoid losing customers and recommends running targeted promotions to retain price-sensitive shoppers. Brands are also encouraged to explore alternative sourcing strategies and assess domestic production capabilities to strengthen their resilience to tariffs. Adapting to these changes will be crucial for maintaining consumer trust and minimising revenue disruptions in a tariff-heavy environment.
Source: www.numerator.com