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After months of anticipation, new tariffs are here, and with their implementation come sweeping impacts to the U.S. economy and those abroad. Although the current administration has implemented tariffs throughout the first half of the year, notably the baseline 10% tariff that came into effect in the spring, August 1st marked the onset of steeper tariffs that specifically impact countries with the largest exports to the U.S. American consumers have long been aware of the potential impact, but as this potential becomes reality, how are Americans shifting their shopping and spending habits?
Fresh CivicScience shopper intelligence data provides insight into how consumers are responding to the news and charting a path forward in a tariff-laden economy. Here are five key insights to know amid the latest tariff developments:
1. More Americans are stockpiling essentials for fear of shortages, an emergency or, rising prices.
Following the initial Liberation Day tariff announcement in April, CivicScience has monitored how consumers may be stocking up on goods for fear of shortages, emergencies, and/or rising prices. Currently, 26% more Americans say they are stockpiling at least one item compared to the rate in April 2025, with toilet paper and soap or hygiene products ranking as the top items to have on hand. And although toilet paper has long been the top product for shoppers to hoard, soap has overtaken medical supplies and canned or frozen foods to claim the second spot–an upset worth noting, especially as it relates to Americans’ priorities and concerns.
2. Food and Beverages lead among items consumers are accelerating to beat out costs, but apparel and toys are also high priorities.
Beyond building up a supply of a given item, Americans are choosing to accelerate purchases now in order to avoid any potential price increases that may unfold. Across the board, these accelerated purchases prioritize the most frequently used household items. While food and beverages are the top category that Americans are buying up in advance, apparel and footwear come in second place, and toys and games come in third.
This data strengthens additional insights that show the percentage of those who are ‘very’ concerned over household expenses has been climbing steadily since June and has increased by eight percentage points since the beginning of this year.
3. One in five now say they’re delaying purchases altogether.
Of course, not all Americans are responding to the tariffs in the same way. Although the largest percentage (36%) indicate ‘no change’ to their buying habits, Americans who are making changes are split on how they intend to do so.
The most significant change in behavior comes from those who are delaying their purchases altogether, which rose five percentage points from July to August 2025. Additional data show that income also plays a role in awareness of affected products and plans to accommodate purchases, with higher-income households reporting a stronger pulse on which items they purchase are impacted by tariffs.
4. Beauty is emerging as an area Americans are less likely to cut back on.
Similarly, many Americans are considering cutting back on purchases as new tariffs take effect. As the data show, fast-food restaurants will be the most likely target as consumers pull back. While shoppers are willing to cut back on the full spectrum of dining out–from fast food to full service dining–they are far less likely to cut back on beauty.
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5. Thirty-one percent of holiday-shopping parents plan to spend less on holiday gifts this year.
Tariffs also serve as an added obstacle for the upcoming winter holiday shopping season. While the largest percentage of holiday shoppers (34%) say that the tariffs haven’t impacted how or when they buy their gifts, 28% say they will be spending less on holiday gifts overall (among those aware of potential tariff impacts on their gift purchases). This percentage rises to 31% among shoppers who are parents. However, these same parents are slightly less likely to say they’ll be buying fewer gifts this year. All of this may mean that holiday gifting will look a little different this year–perhaps leaning on handmade options and quality over quantity, while shopping for the gifts they do buy earlier.
What Do You Think? How concerned are you about the impact of tariffs on US food and grocery prices?
Just days after the latest round of tariffs, Americans are already adjusting their spending habits in response to economic uncertainty. From stockpiling essentials and accelerating purchases to delaying others and scaling back holiday spending, consumers are clearly monitoring their budgets closely. Yet even amid tightening wallets, beauty remains a resilient category, signaling that certain priorities—self-care and personal well-being—remain non-negotiable. How consumers navigate these trade-offs in the months ahead will offer a clear window into both financial caution and enduring values in an increasingly tariff-driven economy.
