When prices rise: How tariffs are influencing buyer behavior

As the U.S. imposes new tariffs on imported goods, concerns among Americans continue to grow.

To understand how they’re feeling about these price increases, we surveyed 1,000 U.S. consumers across age ranges and political affiliations about their feelings and perceptions towards these tariffs and how they can (or already are) impact their buying behavior. 

Read on for our four key findings.

To start, we wanted to understand the biggest influence behind consumer purchase decisions. 

We found that price (85%) and quality (87%) are at the top of the list of purchasing priorities. These far outpace factors like brand reputation (66%) or ethical sourcing (54%). 

Availability is also a key consideration, with 83% saying it's important, highlighting that even the most value-driven consumers still want what they need, when they need it.

💸 Unless deemed a high-quality item, if the price becomes too high or availability drops, U.S. consumers will likely stop purchasing the affected goods. 

When it comes to brand name or generic versions of products, consumers are happy to shop a mix if needed.  

We found that over half of shoppers (54%) say they buy a mix of brand name and store brand items when grocery shopping. 

There are some gender differences here that are worth calling out, however. In general, men are significantly more likely to stick with brand names (29%) compared to women (18%), pointing to differing perceptions of value and quality at the shelf. 

💸 If the price becomes too high or availability drops due to tariffs, U.S. consumers, particularly women, will likely shift to generic versions.

The rising costs are already having an impact on U.S. consumers, with 9 in 10 stating that they are already making changes because of them. 

Nearly half of consumers share that they have started cooking more at home (49%), cutting back on impulse purchases (45%) and reducing takeout (44%).

One in three are also switching to generic brands, eliminating non-essentials or shopping at discount stores.

💸 Tariff price pressures are already reshaping how people spend across everyday categories.

We also wanted to ask whether certain labeling of goods could impact purchase decisions. 

While “Made in America” leads overall, preferences vary widely by political affiliation. 

Democrats are most likely to choose a “Tariff Free” label (33%), while nearly 1 in 5 Republicans (18%) say they’d be most likely to purchase a product labeled “Trump Approved.” 

Unsurprisingly, labels with political overtones drive polarization, with 19% of Independents and 18% of Democrats saying none of these would influence their purchase.

💸 Label or not, tariff price increases are still the leading driver for purchase decisions.

These tariffs have already affected consumer purchasing behavior in the U.S., which can greatly impact many popular industries. 

For a deeper look into consumer perceptions on the rising tariffs, download our full report.